Apple’s new iPhone ad suggests the Ceramic Shield cover glass is unbreakable

Apple would have you believe that its new cover glass formula that the company haS devised for the iPhone 12 is unbreakable although nothing could be farther from the truth—glass does break and shatter if hit at the right angle or dropped from the right height.

Watch the new “Cook” iPhone ad

The 40-second video published by Apple’s official YouTube channel centers around a cook working his magic in the kitchen in what appears to be a frantic cooking session. The point of the video is to convince the viewer that the iPhone 12 is able to withstand all sorts of hazards, even being slamming with a pepper mill, thanks to Apple’s Ceramic Shield innovation.

“More spill and splash resistant than ever. Ceramic Shield, tougher than any smartphone glass. Relax, it’s iPhone,” reads the video’s description.

The ad is set to the song “Sauce” by Naïka.

What exactly is the Ceramic Shield?

Apple claims the Ceramic Shield offers four times better drop performance compared with the previous-generation iPhone 11. Apple has previously used Corning’s glass products to protect the front of the iPhone from dings, scratches and other cosmetic damage. That was until the Ceramic Shield made its debut on the iPhone 12 series in 2020.

The Cupertino tech giant says it’s an all-new material, describing it as follows:

It’s made by introducing nano-ceramic crystals—which are actually harder than most metals—into glass. Sounds simple, but it’s incredibly difficult because most ceramics aren’t transparent. By controlling the type of crystals and degree of crystallinity, we developed an exclusive formula that maximizes the toughness of the ceramic while remaining optically clear. This was the breakthrough that made Ceramic Shield ideally suited for the display.

Apple also says that it applies the same dual ion-exchange process utilized on the back glass to the Ceramic Shield in order to protect against nicks, scratches and everyday wear and tear.

Yes, only the front panel of the iPhone 12 is protected by the Ceramic Shield.