Apple’s new “Relax, It’s an iPhone” ad praises durability and splash resistance.

The iPhone 13 performed particularly well this summer, with two new adverts from Apple highlighting the durability and water resistance of the device.

• Apple’s official YouTube channel has posted two new commercials for the iPhone 13 series, each 40 seconds long.
• The first ad, titled Edge, promotes Ceramic Shield, an alternative to Gorilla Glass made by embedding colorless ceramic nanocrystals into a glass matrix.
• The second, titled “Shake”, praises the water and dust resistance of the iPhone 13.

iPhone 13: Edge

Ceramic Shield is found on all iPhone 12 and iPhone 13 models. Interestingly, the material is made by Corning, the same company that makes Gorilla Glass for many Android smartphones and previous iPhone models. Apple has made some pretty lofty claims about this ceramic tempered front glass, touting four times more drop protection than the previous double ion exchange reinforced glass on the iPhone 11. Read: How to unlock iPhone with your voice

iPhone 13: “Shake”

When it comes to splash, water, and dust resistance, the current iPhone 13 models have the same durability as the previous iPhone 12 family. Both the iPhone 12 and iPhone 13 are IP68 water resistant, which means these phones can be submerged in water to a depth up to six meters for about thirty minutes.

What is Apple’s message here?

So there you go, there is nothing exclusive to the iPhone 13 in this ad. Basically, Apple is touting Ceramic Shield protection and water resistance on the iPhone 13 as if the iPhone 12 models have weaker glass and are not as water resistant. On the other hand, you would always like to advertise your current product so that that advertisement is right. However, the timing is interesting: there are only a few weeks left until Apple will share news about its latest creation – the iPhone 14.

Strong iPhone 13 sales this summer

Apple no longer reports iPhone sales in terms of units sold, leaving sales estimates to research firms. And research firms have calculated that the iPhone 13 is selling especially well this summer. During the summer, iPhone sales tend to drop as consumers delay purchases in anticipation of new models.

According to Counterpoint Research, in April 2022, the iPhone scored four top spots and five of the top 10, coming out on top of the world’s best-selling smartphone list. Apple will soon release results for the June quarter showing how well the iPhone 13 performed in April, May and June.

Apple will share results for the June quarter on Thursday, July 28, 2022 in a press release half an hour before markets close. The official release will be followed by a conference call with Wall Street investors and analysts at 2:00 pm PT / 5:00 pm ET.