Apple’s Latest Ad Highlights iPhone 17’s Enhanced Scratch Resistance
Apple has unveiled a new advertisement showcasing the iPhone 17’s advanced scratch-resistant cover glass. The ad, released on Apple’s Canadian YouTube channel, emphasizes the durability of the device’s display, which is reportedly three times more scratch-resistant than its predecessor, the iPhone 16.
In the advertisement, two legal representatives are depicted seated across a lengthy wooden table, engaged in settlement discussions. One lawyer, advocating for her client, slides an iPhone 17 Pro Max face-down across the table towards the opposing party. The device glides for approximately 15 seconds, producing the distinct sound of glass scraping against the wooden surface. Upon reaching the other end, the offer is declined, and the iPhone is slid back in a similar manner.
This promotional piece underscores the robustness of the iPhone 17’s display, attributed to the introduction of Ceramic Shield 2. This new cover glass technology offers enhanced scratch resistance, providing users with greater confidence in the device’s durability.
The advertisement is part of Apple’s ongoing Relax, it’s iPhone campaign, which aims to highlight the reliability and resilience of its products. The campaign has previously featured scenarios emphasizing the iPhone’s water resistance and battery life.
The iPhone 17 series, including the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max, was launched in September 2025. The devices have been praised for their improved performance, camera capabilities, and design enhancements. The introduction of Ceramic Shield 2 is a significant advancement, addressing consumer concerns about screen durability and longevity.
In addition to the improved cover glass, the iPhone 17 lineup boasts several other notable features:
– Advanced Camera System: The Pro models come equipped with a triple-lens setup, offering improved low-light performance and enhanced zoom capabilities.
– A17 Bionic Chip: The latest processor ensures faster performance and better energy efficiency, contributing to longer battery life.
– iOS 19: The devices run on Apple’s latest operating system, providing users with new features and improved security measures.
Apple’s focus on durability is evident not only in the hardware improvements but also in its marketing strategies. By highlighting the scratch resistance of the iPhone 17’s display, Apple aims to reassure customers of the device’s longevity and build quality.
The advertisement has garnered positive feedback from viewers, with many appreciating the humorous yet effective demonstration of the device’s durability. The use of a legal negotiation setting adds a unique twist, making the ad memorable and engaging.
As smartphone users increasingly seek devices that can withstand daily wear and tear, Apple’s emphasis on durability positions the iPhone 17 as a reliable choice in the competitive smartphone market.
