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What’s that?
ZDNet Screenshot
There is trust and then there is that which Apple sometimes exudes.
Is it arrogance? Is it simply an excessive sense of superiority?
When it comes to the iPhone 12, Apple believes this phone is so well made that it is happy that you treat it with utter carelessness and disdain.
I judge this by the company’s latest iPhone 12 ad, which is less of a torture test and more a display of hellish treatment.
Or rather, the hellish treatment of Fieri.
Here’s a cook who channels Food Network star Guy Fieri into his gut, but prepares food like a man stuck on the Staten Island ferry in very high winds.
There are eggs flying here, flour flying there, and vegetables flying everywhere.
Your iPhone 12, however, is the source for your recipe. So the phone is perched amid the chaos, desperately trying to avoid clutter and fail.
It is dropped. It is covered with flour. It’s splattered with, oh what’s that creamy thing?
But despite everything, the iPhone 12 survives because Apple claims it is “more durable than ever.”
Mess up your iPhone, just rinse it off, the ad says.
Which is undoubtedly an invitation to try it.
I wonder how many people who see this ad will be tempted to replicate the stress test and, who knows, the chef’s choreography. – to see if your own iPhone 12 survives as well as this one.
I have some affection for my iPhone 12, but while my cooking skills aren’t much different than this avid hobbyist, I’m not sure I tempt fate in such an enthusiastic way.
Yes, I dropped my iPhone from around 5 feet onto a concrete floor and nothing happened. (No, there is no case. Those things are the very definition of sacrilege.) However, I’m not sure if such a constant smudge from my phone would produce the perfect result.
The Ceramic Shield can, in fact, be a huge step forward. The resistance to water and dust can, in fact, be of an iP68 level. Still, I try to treat my phone decently and never take it for granted.
The pain, if it stopped working, would just be too much.
The ad is much better crafted than this chef’s plate. Some may find the timing of its release entertaining as well. Although Apple tells you “Chill out, it’s iPhone,” some owners have noted that their iPhones 12 haven’t been up to the task.
It seems that, at least on some phones, the aluminum edges start to fade, even if they have been stored in a case. This seems a bit early.
But let us admire a supposedly artistic creator who is glad that you treat his creation badly.
Which reminds me of the time I saw a Best Buy salesperson try to break a MacBook. It was unsuccessful.
