Apple’s latest ads tout Animoji and Face ID

Apple has released several new ads on YouTube today, a couple of which tout the iPhone X’s AR capabilities required for two of its most desired features. Let’s start with Face ID.

These ads were quickly-cut trailers of Face ID, without actually showing the process of unlocking or using Apple Pay with Face ID, intercut with visually appealing super-close-up shots of the iPhone X.

However, there’s another version of the Face ID ad that pokes at Samsung and other Android implementations of Face unlock. This one is called “Opens in the dark”. It shows that Face ID works in lowly-lit environments, since the iPhone X’s front camera features an IR dot map, which doesn’t need ambient light to work.

Next up is an ad for the iPhone X’s Animoji feature. You can make videos of yourself saying stuff into the front camera while a virtual avatar (in the form of a popular emoji) is made in the image and likeness of your face. This particular ad shows Animojis in their most hype-inducing form – Anomoji Karaoke.