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Apple shares new iPhone 6s ad showing off 3D Touch

Screen Shot 2015-10-15 at 8.17.17 PM

Apple today has shared a new ad for the recently released iPhone 6s and iPhone 6s Plus. The ad focuses on arguably the standout new feature of the device: 3D Touch. In the ad, Apple highlights a variety of the use cases of 3D Touch and offers a brief explanation as to how it works.

Apple describes the new “Peek and Pop” method of using iOS that the devices feature. The ad showcases using 3D Touch to quickly access navigation directions, music playlists, messages, Instagram profiles, and more. Actor and singer Jamie Foxx also makes a brief cameo in the ad while Apple is showing using 3D Touch to preview the contents of an album. In this case, the album is Foxx’s “Hollywood: A Story of a Dozen Roses.”

The new ad can be seen below. It features the tagline “The only that’s changed is everything.” which Apple has used several times in its describing of the iPhone 6s and iPhone 6s Plus.

Earlier this month, Apple shared a handful of new Apple Watch advertisements that highlighted the device’s health, navigation, and communication features. Apple will likely continue to unveil new TV spots as we head into the holiday shopping season.

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  1. acslater017 - 7 years ago

    I’ll admit the Jamie Foxx part made me LOL

  2. that Jamie Foxx part was hilarious haha

  3. o0smoothies0o - 7 years ago

    I HATE the narrator. And frankly these new commercials blow. I think their best iPhone commercial was for the 4S I believe, it just was a close up rotation of it with classical music, so epic. They make 3D Touch look like a gimmick with these commercials I think, and frankly, peek and pop is useful for hardly anything besides mail.

    • Largely agree with you. New commercials are annoying and 3D Touch is only useful for quick actions but with speed of 6S peek and pop are far slower than just viewing the content. Especially in iMessage where you can peek and slide up to mark an unread message as read. Really??

    • samuelsnay - 7 years ago

      Either you don’t actually have a 6s or 6s+, or you’re using it wrong. 3D Touch is amazing. So amazing in fact, that Samsung (and likely ever other Android OEM) will be copying the feature very soon.

      • o0smoothies0o - 7 years ago

        I have a 6s, I got it day 1, I know iOS very well, and I know 3D Touch well, and I can say that peek and pop are largely useless. The peek and pop for multitasking is poorly done as well. I could explain how it should be, but there’s really no point, I already gave feedback about it to apples team’s.

        Peek and pop would have to be virtually instantaneous for everything they do to save much time at all. Not only are they not instantaneous, and a key point here is web links, but they also present the problem of where content is in relation to your finger, a lot of the time you’re blocking a lot of content, or the vital parts, and have to adjust your finger by sliding it around. For example, if you are in photos and peek at some, you’ll see how often you have to slide your finger to a corner. When I saw them demoing peek and pop at the keynote I was just thinking, wow, that’s pretty pointless for the most part, and basically a time-waster unless it is instantaneous. Even for mail it isn’t that special, I mean, first of all you can already swipe left or right on a piece of mail to mark it unread, trash it, or do other things, and secondly when inside a piece of mail, you have the up and down arrows to tap and move instantly to the previous or next mail…

        All that said, you misunderstand if you think I’m saying 3D Touch is a gimmick, or bad. I don’t think it is, I think it’s great, and has amazing potential. I think it needs serious serious work and refinement, and I’m appalled that Apple either doesn’t have enough people or is embarrassingly slow at filling out the feature list for it. I mean look at the quick actions for the Music app. Are they kidding? No one there thought maybe ‘Quick Play’ ‘Shuffle All’ ‘Play Recently Added’ ‘Play *insert playlist*’ ‘Play Top-Charts’ (Apple Music subscribers)? It’s just sad that it is only ‘Search’ and ‘Play Beats 1’. I mean it needs serious help, and the sad part is that you know it’s coming, but not until probably iOS 10, which is just an embarrassment.

      • o0smoothies0o - 7 years ago

        I also wanted to say again how terribly slow Apple is at filling out feature lists for certain things, it’s like they have hardly anyone working on software. An idea I have for 3D Touch, and one which would actually be subtle, yet insanely useful and genuinely speed up a process is press to play/pause video. If a video is play, and you press anywhere on the screen, it pauses and brings up the menu momentarily, and if it is paused and you press anywhere on the screen, it begins playback, without bringing up the menu momentarily, as it isn’t needed then, and is only blocking content. It is so slow and a hassle every time you go to play or pause a video to find the on screen button or have to tap, wait for the menu to come up and then tap the pause button.

        Another thing I can’t stand is that when quick replying to a message, they keep the return button in the bottom left, I’m sorry but I think ‘Send’ is more important there, because you literally have to reach clear up and tap the small send next to your message after you finish typing it out. I mean iOS is full of idiotic things like this that should have been thought out long ago.

        Apple really needs to sit down and take a breath and demand attention to detail and excellence again. More so than ever before.

      • Pebble Time’s timeline is amazing. So amazing in fact, that Apple will be copying the feature very soon. Oh wait, they did.

        Split screen is amazing. So amazing in fact, that Apple will be copying the feature very soon. Oh wait, they did.

        Picture in Picture is amazing. So amazing in fact, that Apple will be copying the feature very soon. Oh wait, they did.

        Low Power mode is amazing. So amazing in fact, that Apple will be copying the feature very soon. Oh wait, they did.

        Shall I go on?

        We ALL know Samsung, and every other Android OEM copy features. We also know that Apple ALSO copies features from others too. It’s a fact of life. Get over it.

      • Charlypollo - 7 years ago

        Amen Aunty!

      • bpmajesty - 7 years ago

        Agreed! 3D Touch rocks! I am at the point where I actually get upset with I CAN’T peek and pop- even though its only been out for like 2 weeks! LOL! That thing is nice!

      • bpmajesty - 7 years ago

        o0smoothies0o has way too much time on his ands and @AuntyTroll
        Well, the name speaks for itself. Haha! None of the takes away from the fact that 3D Touch is quite nice. It’s my most used feature.

      • mytawalbeh - 7 years ago

        @AuntyTroll I want you to go on …
        If you’ll count 10 features that apple have copied, I will give you 1000 that OEM android devices have copied from Apple. You can do the math and find out the ratio.

  4. davidstewart01 - 7 years ago

    I love the narrator, there’s just something about her voice. And these 6S adverts are some of the best TV ads I think. The classical music and a 3D rotation of the phone isn’t showing me anything a picture of it won’t do. These ads, more so the original announcement advert showed what it did, and how it’s relatable in the “real world”.

    • davidstewart01 - 7 years ago

      I also think it is partly due to the fact that the target audience for iPhones is so larger and is changing towards the younger demographic.

  5. charismatron - 7 years ago

    It’s terrifically odd the ad starts with the speaker saying, “Not much has changed, except it feels different” and ends with this model’s tagline “The only thing that’s changed is everything”. I can handle Apple’s mistreatment of an adverb, “Think different” or even its somewhat irritating need to drop the article “the” before saying iPhone when reps are talking about their own products, but this ad just doesn’t make a whole lotta sense comparing beginning to end.

    • samuelsnay - 7 years ago

      The first line is sarcasm. It’s a play on the normal criticism of the “S” line of iPhones, where many outside observers claim that they look exactly the same and therefore aren’t very different from the previous model.

  6. In general since Apple has taken advertising internal I have liked it. I felt in general, advertising around the time that iPhone 5 was released was pretty bad. After that is when Apple started ramping up their own advertising and moving away from contracting it. I think we can all agree that those Genius Bar ads were pretty bad. As for this add, I wouldn’t say it’s their greatest but certainly not bad. The whole point is to show a singular feature, so by it’s own design it makes sense its not grandiose like the iPad ads or “On an iPhone” stuff.

  7. John Dimmy (@JohnDimmy) - 7 years ago

    i really want to use that 3d touch version .. read more:

  8. 3D touch is the best thing about my new iphone 6s plus!!


Avatar for Chance Miller Chance Miller

Chance is an editor for the entire 9to5 network and covers the latest Apple news for 9to5Mac.

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