Apple's iPhone 17 Ad Shows Ceramic Shield 2 Scratching Test

Apple has released a new advertisement through its Canadian YouTube channel that puts the iPhone 17's scratch-resistant cover glass on full display. The ad, titled "Relax, it's iPhone 17," features a legal negotiation scenario where an iPhone 17 Pro Max becomes an unlikely star witness.

The commercial shows a lawyer sliding an iPhone 17 Pro Max across a long wooden table toward her opponent. The phone's screen scrapes against the wood surface for approximately 15 seconds before reaching the other side. After the receiving party rejects the settlement offer and slams the phone back onto the table, it slides back to its original position. Throughout the entire sequence, the iPhone's display remains face-down against the rough surface.

Apple claims the iPhone 17's display is three times more scratch-resistant than the iPhone 16's display. The company mentions this statistic in the ad's voiceover, though the specific technology name—Ceramic Shield 2—only appears in the video's description text. This suggests Apple is focusing on the practical benefit rather than the marketing term itself.

The ad's approach is intentionally understated. Rather than showing lab tests or technical specifications, Apple demonstrates the durability claim through a real-world scenario that viewers can immediately understand. The slightly comical extra nudge at the end adds personality to what could otherwise be a dry durability test.

For developers and device manufacturers, this marketing push signals Apple's continued investment in display durability as a key differentiator. The three-times improvement claim suggests significant advances in glass chemistry or protective coatings. This matters for accessory makers who design screen protectors, as well as for enterprise customers considering device deployment in rough environments.

The ad also reflects Apple's broader strategy of demonstrating product resilience through everyday scenarios rather than technical benchmarks. Previous campaigns have shown water resistance and drop protection in similar narrative formats.

You can watch the full ad on the Apple Canada YouTube channel. The video description includes the full technical details about Ceramic Shield 2 that don't appear in the main ad copy.

For developers working with device durability testing, this ad serves as a reminder that consumer-facing demonstrations often need to balance technical accuracy with relatable scenarios. The 15-second slide test translates better to social media and broadcast than a spec sheet ever could.