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How long before Apple devotes a commercial to the iPhone’s SIM slot?

There was a time when Apple advertised whole products, but lately it’s been devoting entire commercials to features, such as the expressive Messages in iOS 10. Now, it’s targeting the new stereo speaker on the iPhone 7 and 7 Plus. The good news is that the approach is pretty light-hearted.

The ad, which you can view below, will air for the first time on Wednesday during Game 7 of the World Series between the Cubs and Indians.

SEE ALSO:iPhone 7 and iPhone 7 Plus: the review

In the commercial, a white-haired senior citizen (tanned and clearly in good shape) is relaxing by an Olympic-sized pool in Barcelona, Spain. Next to him is his iPhone 7. He's so inspired by Arturo Sandoval‘s La Virgin de la Macarenapumping out of his iPhone 7 (and apparently oblivious to the other people around him who also have to listen to it) that he silently mounts the highest diving board at the pool and pulls off a rather inelegant, yet inspiring, dive.

It’s a witty way of highlighting a pair of the iPhone 7 and 7 Plus’s key new features: Stereo speakers and water resistance.

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This is the first iPhone ever to offer stereo audio and, in my own review tests, it was quite impressive.

Just for fun, I played a preview of this commercial on the iPhone 7 Plus at full volume. It was loud, clear and mesmerizing.

In the commercial, the iPhone 7 is sitting in a puddle of water that vibrates with each crescendo. I tried, unsuccessfully, to recreate the effect with an iPhone 7 Plus as it played the commercial audio; I suspect this was just a little bit of on-screen magic.

Still, the phone’s water-resistance is another selling point, even if the commercial does include this buzz-killing information at the end: “Liquid damage not covered under warranty.”

At least the diver was smart enough not to take his iPhone 7 with him into the pool.

TopicsAppleiPhone