Apple reminds everyone what was said at the keynote the other day - iPhone 7 is waterproof, blacker than black, has stereo speakers, longer battery life and can take low light photographs. This is what an internally created product presentation clip looks like at Apple. Could you imagine how boring Microsoft could have made this?

To reiterate, this isn't even an ad. Can't wait for the ad campaign for this.

Client: Apple Ad agency: In house

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.