Apple Highlights iPhone 17 Pro's New 8x Optical Zoom in 'Detectives' Ad [Video]

Apple has shared a new ad titled "Detectives 8x Zoom," focusing on the upgraded camera system in the iPhone 17 Pro. The humorous spot uses a "crash zoom" effect to show off the reach of the device's new 8x telephoto lens.



The video features two detectives investigating a dimly lit warehouse. One character breaks the fourth wall, asking his partner if he can "feel" the "crash zoom"—a technique he claims "heightens tension" and "builds suspense." As he talks, the camera dramatically zooms in on mundane details like a dripping pipe, a rat, and a deflating balloon. It isn't until a sudden crash occurs that the skeptical partner finally acknowledges the effect.


Apple says the new lens has an equivalent 200 mm focal length, the longest used in an iPhone to date. This allows the iPhone 17 Pro to deliver 8x optical-quality zoom, a notable jump from the 5x zoom found on previous Pro Max models.

The spot is the latest in a series of ads highlighting the technical capabilities of the iPhone 17 Pro. Apple recently released a "Peak Performance" ad centered on the vapor-cooled A19 Pro chip and debuted a holiday film shot entirely on the device using practical effects.

Fitting the new camera hardware required more than a simple swap. A recent teardown confirmed that Apple significantly reworked the chassis and internal layout to accommodate the larger camera modules alongside the new cooling system.

Take a look at the video below...