Apple's still trying to convince us Face ID is cool

There are some things in life that are just unambiguously cool, like, I don't know, motorcycles.

Apple's Face ID is not one of those things. And yet, as a new ad for the iPhone X unlock feature makes clear, the cutting-edge kids of Cupertino desperately want us to think otherwise. 

It's not working. 

The new 68 second advertisement takes place in and around what appears to be a high school, and shows a young woman surprised to find her iPhone X unlocking with merely a glance. What happens next, well, is an attempt at that classic Apple branding magic.  Read more...