Apple has released a new ad titled ‘Memory’ for iPhone X’s Face ID feature. The ad shows a game show, with a memory challenge, where a contestant is asked to remember his new password that he set in the morning. Hilarity ensues, with the audience gasping and mocking him, as the contestant is unable to remember his password. Of course, in the end, he takes out his iPhone X, scans his face and his password is entered.
This is an interesting and unique take by Apple to promote Face ID. The line ‘your face is your password’ really shows Apple’s intent here to remove user dependency on passwords by making Face ID the master unlock. This also applies to Touch ID users as they have access to the same password management features in iOS, which are further improving with iOS 12. Apple’s previous FaceID ad ‘Unlock’ focused only on unlocking iPhone X with Face ID.
Face ID was one of the biggest features in iPhone X and created a lot of discussion as Apple removed the beloved Touch ID sensor. While Android OEMs were quick to copy the notch, they were not so quick in removing fingerprint sensors from their smartphones. Although many Android phone offer 3D facial scanning, they are at least 2 years behind Apple’s Face ID. By the time they catch up, Apple would have likely released Face ID 2.
This is not Apple’s first foray into Face ID ads. Apple has showed off the capabilities of the True Depth camera in iPhone X through a number of ads that highlight Animoji, Portrait Lighting and more. It is highly expected that next generation iPads will also get True Depth front-facing cameras to enable Face ID. This is said to be the reason why the position of clock and WiFi icons has been changed in iOS 12 status bar on iPad, to allow empty space in the middle. A notch might be coming to iPad.
It will be interesting to see how Apple rolls out Face ID to other platforms. Macs are a platform where space is not an issue and can easily accommodate the True Depth camera instead of the usual iSight camera, without the need of a notch. However, as history shows, Apple rarely brings the latest and best tech to the Mac. TouchID was released for a few MacBook Pros but it never made its way to the powerful iMac Pro.