Apple’s first iPhone 7 ad is dark – literally

With just two days to go until its new iPhone 7 and iPhone 7 Plus become available, Apple has decided to reveal its first ad for the duo. It’s definitely an interesting effort, though you may be a tad taken aback by how dark it manages to be – that’s literally dark. To go with Apple’s newfound focus on black smartphones (it did announce two different black versions for these handsets, after all), the ad is black and white too – but mostly just black.

The water resistance is featured, which makes sense since this capability is making its debut in Apple’s mobile device line. You can also see glimpses of the iPhone 7 Plus’ dual rear camera, and the phones’ outline.