Apple have been releasing a flurry of new films of late, created by a series of great directors. Last year, Michel Gondry showed us the capabilities of the iPhone’s camera by shooting a typically quirky and whimsical short filmed entirely using an iPhone 7 Plus.

And this year, we’ve already had Spike Jonze and FKA Twigs team up to promote the Apple HomePod device in a charming, dance-tastic film. Now, in quick succession, the brand has released two films emphasising different aspects of the iPhone X: the ability to unlock your phone with a look, and to pay for items with a glance.

Both of these new ads are at their heart product demos, though for decades now Apple has shown that demos don’t need to be dull. Stretching back to the brand’s early iPod ads, Apple has given us films which show off the clever features of its products in witty and charming ways. These new films are a perfect addition to the series.

Credits:
Director, Unlock: Dougal Wilson
Director, Fly Market: The Daniels