iPhone commercial or foreign indie film? Apple gets artsy with new ad.

Apple’s latest commercial looks like something straight out of a foreign indie film.

"Take Mine" is Apple's latest one-minute ad meant to show off the iPhone 7 Plus' portrait mode and new depth-of-field feature. The short film, featuring indie film-style yellow subtitles, starts in an old cafe and proceeds to take us around what appears to be a Greek village to meet  locals who would fit well into a Criterion Collection classic film. 

Alas, this may all be smoke and mirrors, as the real Apple hype is around the 10th anniversary version of the iPhone, coming later this year, which is expected to be an ambitious departure from previous models. But if you can't wait for the next phase of the iPhone, this spot is a charming entreaty to get you to snag an iPhone 7 now.  Read more...