# Magical Mobile Ads Apples' iPhone 7 Ads Show Off Its New Camera and Water-Resistant Technology By Riley von Niessen | Published 2016-09-20 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/iphone-7-ad References: [adweek](http://www.adweek.com/adfreak/apples-first-big-iphone-7-spot-one-most-gorgeously-lit-commercials-ever-173576) & [youtube](https://www.youtube.com/watch?v=R27KHLQ0cIU) During the Emmy Awards, [Apple](https://www.trendhunter.com/trends/the-underdogs) debuted a series of [iPhone 7 ads](https://www.trendhunter.com/trends/pixel-in-the-clutch) that promote some of its most standout features. In its 'Midnight' short, the tech giant states that "It's practically magic" -- speaking to the device's ability to capture [stunning scenes in low-light settings](https://www.trendhunter.com/trends/iphone-16) and work well even when coated in water. In this iPhone 7 ad, the company illustrates this by having a sleepless skateboarder go for a midnight ride. He picks up the device and heads out, crouching down in sprinklers to get a shot and traveling across the city to capture it while most are sleeping. In another, dubbed 'Morning Ride,' the iPhone 7 ad shows a cyclist readying to go out during a massive thunderstorm, with his device hinged to the handle bars so he can film the whole experience. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 11% | Activity: 30% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### Why This Trend Is Growing - **Low-light Photography:** Opportunities for camera technology companies to develop more advanced low-light photography features. - **Water-resistant Technology:** Potential for waterproof phone cases industry to expand and improve upon current offerings. - **Outdoor Adventure:** Rise of adventure-related products and experiences catering to consumers seeking to capture their outdoor escapades. ### Industries Being Reshaped - **Smartphone Manufacturing:** Smartphone manufacturers can incorporate waterproof designs and advanced camera features into their products. - **Accessories and Cases:** Companies can focus on developing waterproof and shock-proof cases for smartphones. - **Outdoor Gear:** Outdoor gear manufactures can develop and market products to outdoor enthusiasts who want to document their activities with water-resistant devices. ## Related on Trend Hunter - [Short Film-Inspired Ads](https://www.trendhunter.com/trends/the-underdogs.md) - [Durable Pro-Inspired Smartphones](https://www.trendhunter.com/trends/iphone-17.md) - [Charged Phone Ads](https://www.trendhunter.com/trends/apples-miss-you.md) - [Emotional Mothers Day Ads](https://www.trendhunter.com/trends/apples-mothers-day.md) - [Smartphone-Filmed Festive Campaigns](https://www.trendhunter.com/trends/little-garlic.md) - [Nostalgic Lunar New Year Spots](https://www.trendhunter.com/trends/chinese-new-year-film.md) - [Reimagined Smartphone Campaigns](https://www.trendhunter.com/trends/pixel-in-the-clutch.md) - [Smartphone-Shot Live-Actions Films](https://www.trendhunter.com/trends/midnight-film.md) - [Auction-Inspired Technology Commercials](https://www.trendhunter.com/trends/apple-data-auction-commercial.md)