Apple Releases New Ad Featuring Portrait Mode

Apple released a new ad in its ‘practically magic’ series featuring the iPhone 7 Plus Camera app’s Portrait mode called ‘Take Mine.’ Set in Greece, the video starts with a young woman arriving to visit her grandmother. They sit in a cafe where the young woman takes a photo of her grandmother using Portrait mode, which simulates a shallow depth of field.

The grandmother gasps when she sees the photograph exclaiming ‘What a great photo!’ which gets the attention of others nearby. That leads to the young woman being asked to take portraits of people all over her grandmother’s village. The action cuts between the woman taking photos and the portraits she takes, ending with the tagline ‘Portrait mode on the iPhone 7 Plus.’