This beautifully shot Shakespearean love story sets a high bar, but will consumer expectations end in tragedy?
Apple's latest iPhone spot uses a school play to showcase the 'magic' of iPhone 7 - and it looks great.
The 30-second spot, which we are led to believe was filmed on an iPhone 7 by a father in the audience, looks like a Hollywood-grade production with various camera angles and filming techniques.
The tagline 'practically magic' comes across with the moody lighting and beautifully choreographed acting of the two young star-crossed lovers.
The spot follows from Midnight, in which a skateboarder showcases the iPhone's impressive ability to take photos in low light, which has been a bugbear for many smartphone snappers in the past. The inaugural spot in the series is Balloons.
Apple's ads are simple yet effective, but set consumer expectation levels racing. Apple has set the bar high, can the iPhone 7 deliver on its promise?
