Apple ahead of the iPhone 7’s arrival on Friday began airing a new commercial which highlights various signature features of the device, such as water resistance, dual cameras, stereo sound and more. The advertisement ditches Apple’s typically light concept with upbeat soundtrack in favor of an unusually dark-theme styled ad without narration, but it’s still cool to watch.

And here it is.

By comparison, here’s the sleek promotional video for the iPhone 7 complete with Apple’s signature video style, narrated by Jony Ive.

What do you guys think about this new dark-style iPhone 7 commercial?

Will target audience have any clue as to the features being promoted in this video or is this yet another easily forgettable image-building campaign, do you think?

Chime in with your thoughts in the comments below.

  • Samuel

    Black is so sexy.

  • Ángel Javier Esquivel

    I loved the spot.

  • Roland G

    John Ive is the new Morgan Freeman

  • Chindavon

    Finally, a fresh take on the same Apple formula. I like it.

  • Jerry

    not a fan of the upbeat apple commercials

  • igobythisname

    neither of these videos touch on a water-resistant feature

    • Jon20

      Sure it does. The rain coming down on the phone exemplified that