iPhone X


What are the video’s strengths?

One of the things that apple does really good with their advertisements is the use of negative space. They do a great job also at keeping the video simple and on target. There is no fluff in the video, at least I could not find any.

Nowadays people get less and less impressed, or should I say that it takes even more for people to be impressed? With the technologies that we have, it is really difficult to please people with something new or to convince people that it is actually new.

Apple does a really good job with this video featuring face recognition for example. Durability of the glass. Augmented reality. All of which we have never seen before implemented in a smart phone. The overall design and the fact that there is no fluff make the video very strong. Let alone the designs they use to portray the above mentioned:

Face ID


Augmented Reality

Glass Durability


What are the video’s weaknesses?

I did not like the fact that I had to pause to take a look at the specifications they depicted. If I was watching this advertisement on TV I would not have been able to pause it. It is not a big hassle and it makes me want to research the iPhone X more in-depth but at the same time, the least number of things you ask the costumers to do, the better. Remember, people are lazy. 

What is the video trying to accomplish with its design?

Apple is trying to share the innovations that they have done with the iPhone, and of course, they are trying to get you to buy the newest and latest technology.

I think that they are very smart by not trying to sell you the iPhone, but the technology that comes with the iPhone.

The reason behind this is simply that if you already have an iPhone, why would they tell you to buy an iPhone? No, they will always sell you the newest technology.

How has the design used: Composition, Fundamentals, Contrast, Lines, Layout, Golden Section, Rule of Thirds, Not Half, Swiss Grid or Custom Grids?

The first design principle that has caught my eye, as always, is the use of negative space.

The color contrast they use with the whites and the really bright colors. 2


Something that I think is very effective by apple is the fact that the design principles that we are learning about are very obvious in their designs, and when they know how to use them the designs look absolutely elegant.

 What metrics (likes, shares, re-tweets, etc.) will be used to determine if the video is successful?

The amount of people liking it on Facebook and sharing it, the number of re-tweets, Instagram likes, followers increase or decrease, etc.

But I think also this advertisement could be measured with the number of iPhones being sold worldwide.


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