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Apple releases slick new spot to show off iPhone X’s Face ID and Apple Pay


By Kyle O'Brien, Creative Works Editor

March 22, 2018 | 3 min read

A man dances his way through a crowded marketplace, picking up desired purchases just by gazing into his iPhone X. That’s the concept behind Apple’s new spot, ‘Fly Market,’ which shines a light on the ease of using the device’s Face ID and Apple Pay.

Apple Fly Market still

Apple's Fly Market shows off Apple Pay with Face ID

In the film a young man walks through a market with his friends when he spots a hat he must have. He looks at his iPhone X, gets recognized by Face ID and pays with Apple Pay as the hat quivers then magically jumps onto his head.

He then dances his way through an eclectic market using quick glances to update his wardrobe with the rest of his purchases, including custom suits, new kicks, specs and accessories until he’s dressed to the nines and moving smoothly through each market area like Michael Jackson. He even gets a chair for his family that burns through the market on the way to the house through some slick special effects.

The magical shopping odyssey is set to the upbeat sound of ‘Back Pocket’ by Vulfpeck. Apple’s latest film shows how the iPhone X’s Face ID feature and Apple Pay make it easier and safer to pay for things than ever before.

This continues the dream-like dance theme from Apple. Its annual holiday spot depicted a wordless dance to Sam Smith’s Palace in the New York snow for AirPods, while a recent iPhone X spot showed a high school girl glancing at every locker, door, car and open-able item in her school and blasting it open, as with Face ID. Other spots showed FKA Twigs in a Spike Jonez-directed spot for HomePod and one from last year, ‘Roll’, highlighting the Apple Watch Series 3.

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Overall Rating 4/5

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