Apple’s first iPhone 7 commercial shines the spotlight on its camera

Apple’s new iPhone 7 and iPhone 7 Plus is set to officially launch in Canada on September 16th.

Teasing the phone landing on store shelves, the Cupertino, California-based company has just released its first commercial promoting the iPhone 7 and 7 Plus. The 33-second spot highlights the 7’s new, upgraded camera features, stereo speakers, water-resistant.

Usually, Apple commercials are upbeat and full of vivid colours. This time around, however, Apple opted for a dark theme, likely in reference to the new Jet Black and matte Black iteration of the iPhone, as well as the handset’s ability to snap great photos under low-light conditions.

Related: iPhone 7 and iPhone 7 Plus review