Skip to main content

Apple ad touts iPhone 12’s Ceramic Shield screen, but how about scratches?

When Apple launched the iPhone 12 last fall, the tech company made much of the new Ceramic Shield display that it claims offers four times better drop performance compared to previous iterations.

Nearly six months on and Apple has released a new ad to remind folks with slippery fingers that dropping your phone doesn’t always have to result in a cold sweat as you reach down to see if the display is still intact.

Called Fumble, the 30-second commercial (below) shows a woman walking down the street, speaking on her iPhone 12. Suddenly it slips from her hand, causing her to launch into one of those seemingly endless body wiggles that you sometimes perform when you desperately try to catch your device before it slams onto the ground. The drama plays out with a suitably jumpy soundtrack from Nitin Sawhney.

iPhone 12 — Fumble

The protagonist almost has it back in her grip when she inexplicably bounces it off her thigh in a bold move that presumably was supposed to return it to the security of her hand. But in a dramatic slow-motion finale, we instead see the handset fly out of reach before landing screen-side down in a pile of grit.

The woman turns the phone over, sees that it hasn’t shattered, and then carries on with her day. “Relax, it’s iPhone,” the ad says.

Comments for the video are turned off on Apple’s official YouTube page, but several messages on other uploads of the video point out that if the handset didn’t have a screen protector it would likely be scratched up after landing in the grit like that.

Indeed, the master of phone scratching, JerryRigEverything, noted that while the iPhone 12 may offer improved protection against cracks and shatters, the iPhone 12 begins scratching at a level 6 using the Mohs scale of hardness, with deeper scratches apparent at level 7 — standard for high-end smartphones.

While the iPhone 12 did perform well in many of the drop tests posted on YouTube, it’s worth noting that the Ceramic Shield only covers the display, and not the glass back, of Apple’s latest handset.

Whether you have butterfingers or not, you’re bound to drop your iPhone — or any phone for that matter — at some point. So, yes, best to throw on a screen protector and a case for peace of mind.

Editors' Recommendations

Trevor Mogg
Contributing Editor
Not so many moons ago, Trevor moved from one tea-loving island nation that drives on the left (Britain) to another (Japan)…
Let’s be clear, Apple — it’s time to make a transparent iPhone
Deep Purple iPhone 14 Pro with Beats Studio Buds+ in Transparent

Apple has released a new product that's gotten a lot of attention because of an awesome new color option. No, it’s not an iPhone, iPad, or even an Apple Watch. Heck, it’s not even the AirPods Pro 2. So, what am I talking about?

Apple acquired Beats by Dre in 2014, and this week, Beats dropped the new Beats Studio Buds+, which are pretty similar to the AirPods Pro 2, but cost less dough. And they come in one of the coolest colors I’ve seen in a long time: transparent.

Read more
iOS 16.5 is bringing two exciting new features to your iPhone
apple launches ios 16 5 new pride wallpapers more wallpaper update

After about a month in the beta testing stage, Apple is finally rolling out iOS 16.5 to the public. This is a surprisingly nice update, as it includes a few new features and some bug fixes.

One of the headliner features of the iOS 16.5 update is the addition of new Pride Celebration wallpapers. This wallpaper can be used for the lock and home screens, and it is meant to honor the LGBTQ+ community and culture. This wallpaper is being released ahead of the Apple Watch Pride Edition Sport Band, which will be available starting on May 24.

Read more
I hate my iPhone’s keyboard, but this app made it better
Theming on SwiftKey

The iPhone does a lot of things right. From serving a secure environment, a smooth operating system, unmatched performance, and consistently good cameras, there are plenty of practically justifiable reasons to overlook any of the best Android phones in favor of a pricey iPhone.

Interestingly, Apple tends to take a conservatively slow approach when it comes to smartphone innovations and only serves them after nearly near-perfecting the formula. But the default iPhone keyboard is a tale of stagnation. Or, to put it more accurately, it’s absurdly feature-devoid and depressingly non-exciting.

Read more