Apple Highlights '3x More Scratch-Resistant' iPhone 17 Display in New 'Slide' Ad [Video]

Apple has released a new ad entitled "Slide,"that showcases the durability of the next-generation Ceramic Shield front cover on the iPhone 17 lineup. The spot demonstrates the device's resistance to scratches in a high-stakes meeting room scenario.



The video features a woman sliding her iPhone across an impossibly long conference table to share something on the screen with a colleague at the far end. As the phone travels the length of the table, it knocks over a pitcher of water and scrapes aggressively against the wooden surface before finally stopping in front of the recipient. A close-up reveals the screen is completely unharmed.


Apple claims the all-new Ceramic Shield 2 is three times more scratch-resistant than the previous generation. This updated material was introduced with the iPhone 17 and iPhone 17 Pro last September. The company states the glass is tougher than any other smartphone glass, utilizing an advanced formulation to better protect against everyday nicks and abrasions.

This is the latest in a series of feature-focused ads for the current flagship devices. Recently, the company highlighted the 8x optical zoom on the Pro model with a dramatic "detective" themed spot, as well as a commercial emphasizing the vapor cooling system used to maintain performance during gaming.

Take a look at the video below...