Apple's Newest Ad Focuses on Camera Controls

Apple’s iPhone 16 family launched last month and one of the standout new features on all four devices is the new Camera Control button, which Apple hilariously refuses to call a button.

The company is so proud of what it’s done with the Camera Control button that it’s put out a new ad today that is all about this one feature, showcasing everything you can do with it.

You can obviously use the Camera Control to control the camera. Swiping over the button lets you pick what you want to do, and one of the things you can do is use it to control zoom amount. And of course, you can take photos by pressing it. You can also change tones and adjust the exposure of your captures.

All of this is so you “never miss a shot,” which is the slogan for this specific ad. Interestingly, it only highlights the iPhone 16 Pro, despite the fact that all four iPhone 16 models have the Camera Control. At the end of the ad, the T-Mobile logo shows up implying this is a collaboration of sorts, even though the ad has been posted on Apple’s official YouTube account.