The iPhone 12 and its extreme durability: the protagonists of Apple’s new announcement

Advertising and marketing are essential to sell products. Much more considering the large and powerful competition in the world of mobile devices. Large advertising campaigns with revolutionary messages create a sensation among users. In fact, many users without professional or technical knowledge are guided by advertisements and the way devices are sold. Apple launched ‘Kitchen’, a new advertisement for the iPhone 12

in which they highlight the important durability of the product. According to those in Cupertino, the iPhone 12 is up to four times stronger than previous generations.

Apple praises the strength of the iPhone 12’s materials

iPhone 12. More resistant than ever to splashes and splashes. Ceramic shield, stronger than the glass of any smartphone. Relax, it’s iPhone.

IPhone 12 is a device water and dust resistant with the iP68 certificate. Allows the device to be submerged to a depth of 6 meters for 30 minutes. The iPhone 11 Pro, for example, could only be submerged up to 4 meters for 30 minutes. Depending on the materials, their resistance and the watertightness of the structure, the iP68 certificate adheres to one standard or another, allowing in-depth modifications.

But all is not at the depth to which we can immerse the device. Also important the screen.

And the iPhone 12 has the Ceramic shield, a screen 4 times more resistant to drop tests than the iPhone 11. This glass screen contains nano-ceramic crystals that infuse more toughness, strength and durability.

This is the subject of the new Big Apple ad: Cooked. We see a cook using his iPhone 12 to make a recipe. During the 30 seconds, the device experiences a certain drop, it is stained with flour and dough from the recipe. However, the end of the video denotes Apple’s goal: “Relax, it’s an iPhone.” To clean it by putting it under water and making sure it is clean, enough.