Smooth-Moving Style Devotee ‘Pays with a Glance’ in Latest iPhone Film

Apple’s latest ad shows a fashion enthusiast magically summoning up a new wardrobe using only a look. The film, directed by Prettybird duo the Daniels, elegantly demonstrates the iPhone X’s Face ID feature that combines with Apple Pay to make this seamless purchasing experience a reality (minus the levitation and rocket propelled armchairs, unfortunately).

Set to the funky jams of Vulfpeck's ‘Back Pocket’, a casually dressed man transforms his whole outfit as he moves effortlessly through a market, acquiring new items simply by glancing at them. He even upgrades his mother’s armchair and sends it to her in an instant.

The tech brand are on a bit of a marketing spree at the moment. In the space of just a few weeks they’ve put out a trilogy of slick, dynamic films demonstrating the power of their tech products' features. All have been expertly choreographed pieces, exaggerating reality through filmmaking magic. The Daniels' ‘Fly Market’ follows Dougal Wilson’s spectacular ‘Locker’ film and Spike Jonze’s mind-bending ‘Welcome Home’, featuring FKA twigs.