Apple showcases Face ID in new “Memory” ad

Apple has unveiled a new ad spot for its flagship iPhone X which showcases the smartphone’s Face ID capabilities.

Directed by Ringan Ledwidge and shot by BAFTA award-nominated Hoyte Van Hoytema (Dunkirk, Interstellar, Her), it revolves around a man who has the difficult task of trying to remember his online banking password. After stressing, sweating, and being laughed at by a large crowd, he finally remembers that his iPhone X stores all that data securely and, in fact, his face is his password.

Watch the ad above!

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