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Apple's new ad says carrying the iPhone X is like having a photo studio in your pocket

By Alan Friedman

Published: May 14, 2018, 5:39 PM

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The latest ad for the Apple iPhone X is basically saying that wherever you go with the tenth anniversary model, you have a photo studio in your pocket. To drive home that point, the commercial shows a young girl at a train station snapping a selfie when all of a sudden lighting equipment, similar to what you would find in a professional photography studio, starts popping up out of nowhere.

With Portrait Lighting, selfies can have different backgrounds including natural light, studio light, contour light, stage light (which makes the background all black) and stage light mono. The latter turns the entire photo into a striking black and white portrait. This feature is offered on the Apple iPhone X and Apple iPhone 8 Plus.

If you watch any television at all, you are going to see this ad play a few times. You might as well get a head start right now by clicking on the video at the top of this story. This way, when the ad does play on television, you can get up and make a sandwich.

source: Apple

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Alan, an ardent smartphone enthusiast and a veteran writer at PhoneArena since 2009, has witnessed and chronicled the transformative years of mobile technology. Owning iconic phones from the original iPhone to the iPhone 15 Pro Max, he has seen smartphones evolve into a global phenomenon. Beyond smartphones, Alan has covered the emergence of tablets, smartwatches, and smart speakers.

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Apple's new ad says carrying the iPhone X is like having a photo studio in your pocket

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