Commercials Compare and Contrast Essay: iPhone 13 Pro vs iPhone 12 Pro

The iPhone camera has come a long way in its history. The iPhone 13 Pro is now the best iPhone for photography, followed by the iPhone 12 pro. Apple has been one of the most popular phone companies, producing the most popular and best phones out right now.  The improved cameras of the iPhone 13 Pro are the most remarkable feature. The iPhone 12 Pro's camera system was upgraded from a 2X Tele lens to a 3X Tele lens in the iPhone 13 Pro. On videos, this allows for up to 15X digital zoom and 3X optical zoom. In this paper, I will compare and contrast two iPhone commercials. When it comes to the commercials for the iPhone 12 pro and iPhone 13 pro although they are similar when it comes to the setting used to demonstrate the purpose of each ad. Both videos have many differences in the way they are formatted, music, settings.

One of the major similarities between The iPhone 12 pro and the iPhone 13 pro ads is the settings used in both videos to illustrate the purpose of each phone. Both ads’ main focus is on advertising the new camera features on the phones. For example, The iPhone 12 pro ad shows a guy taking pictures in different dark settings which emphasizes how you could use the new night mode feature on the phone to be able to take selfies in the dark. The iPhone 13 pro ad advertises the new upgrade to the phone camera by talking about the different features and modes of the camera. One of them is the new wide and ultra-wide cameras which let a person capture incredible scenes in lower light. The ad accomplishes this by showing the phone capturing scenes in dark settings to show the audience what the results would look like. Another way they are similar is that capturing moments also play a big role in both videos. The iPhone 12 pro video shows the guy capturing many moments on date night, under the bed, outside, an aquarium. And the iPhone 13 pro video shows many fun moments captured like moments in snowy areas, inside, outside, plants, and landscapes. Both videos also include real people, real things, and real moments to make each ad relatable and effective as it reaches the audience that it wants to reach.

Although they are similar when it comes to the settings used and the purpose of each ad, they differ in the way each ad video is formatted. The iPhone 13 pro ad is more detailed and covers everything that is new about the whole phone. For instance, the video starts by talking about the new upgrade in the phone camera. Then, it shows and talks about the durability, speed, battery life, new formats they illustrate this by making the whole ad movie, showing coffee being spilled on the phone, showing the phone dropping and not cracking, and also showing the phone being able to work in different types of temperatures. While the iPhone 12 pro video just focuses on one feature added to the phone by showing a guy taking pictures in many different dark settings. With that being said the iPhone 13 pro ad is more directed at people who are interested in cinematography because it focuses on showing and capturing amazing moments that are movie-like. while the iPhone 12 pro ad is directed towards people who are interested in taking selfies. Since the whole ad focuses on selfies in the dark. Another way that they are different is the way the ad is narrated. The iPhone 12 pro ad has “In the dark” by YG playing in the background which further goes to emphasize what the video is about. Whereas the iPhone 13 pro has instrumental music playing the background that changes as the scenes shown the video also changes and it is narrated by someone who explains the features of the phone and what exactly is new about the phone.

Another way both ads are different is in the setting. The iPhone 12 ad mainly includes settings that are inside until the end which shows the guy outside at night taking selfies and the video only consists of two people. While in the iPhone 13 ad it’s more creative and colorful. The video shows landscapes, colorful plants, many different people dressed in different ways, people outside in the snow, people shooting scenes in a spaceship. It shows clouds moving, smoke. With that, a  person can tell that more time and money was put into the iPhone 13 pro ad than it was the iPhone 12 pro ad. The tone of the advertisement of each phone is also different. The iPhone 12 pro ad has a more energetic goofy tone demonstrated by the song and the goofy selfies taken in moments and places people wouldn’t normally think of taking pictures. On the other hand, the iPhone 13 pro video has a serious and adventurous tone demonstrated by the narrator having no emotion in her voice and the scenes that were shown in the video.

In conclusion, while the iPhone 12 pro and the iPhone 13 pro advertisement video are similar in setting and the purpose of each ad they are different when it comes to the format, music, and setting. Both videos do a great job illustrating the purpose of the videos and are creative in their own way but the iPhone 13 pro ad video was more creative and with that one can tell that more time and money was put into the ad than it was the iPhone 12 pro ad. Coming from the same company it’s great how both ads are different in their own way while also being similar.