Apple’s latest iPhone 16 advertisement, titled “Trust Issues,” is a humorous yet relatable showcase of the device’s advanced Ceramic Shield, designed to offer unparalleled durability. Released on April 24, 2025, the ad, viewable on YouTube:
The new ad captures the anxiety of going case-free with an iPhone, only to reassure users that the iPhone 16’s display can handle life’s mishaps. The Ceramic Shield, now 50% tougher than its predecessor and twice as strong as any other smartphone glass, takes center stage as the ad depicts a phone surviving drops, bumps, and chaotic moments with ease.
Set to a comedic tone, the ad resonates with users who cringe at the thought of a cracked screen, emphasizing peace of mind for those bold enough to ditch their case.
Paired with the iPhone 16’s sleek design and cutting-edge features, the Ceramic Shield positions the device as both stylish and resilient, encouraging users to trust in its strength. Apple’s message is clear: with the iPhone 16, you can live worry-free, case or no case.
MacDailyNews Take: As we wrote back in July 2017:
Apple’s meticulously-designed iPhones aren’t meant to be hidden; naked iPhones only for us.
The $20-$40 you gained by minimizing scratches for trade-in or resale wasn’t worth denying yourself the use of an iPhone as it was designed to be used for an entire year or longer.
Yes, we know Apple sells cases. They’re not stupid. They will definitely sell you stuff if you think you want/need it, regardless of whether or not you do (see the Apple Polishing Cloth and iPod socks). – MacDailyNews December 14, 2021
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As long as a screen replacement is hundreds of dollars I’ll stick with a $20 case thanks. Give me a no smash guarantee and I’ll leave the case at home.
I’ve had an iPhone since day one, and the only case I ever used was on the 6 (so rounded and slippery!). I’ve never broken the screen, and the ones now are much sturdier than the ones from 15 years ago. I look forward to an even svelter experience with the upcoming Air!
Never had a screen issue due to not having a case. But, I’ve had that slick phone slide out of my hand a number of times. I sure wish the phone wasn’t so slick. Until it isn’t, I’ll continue to use Apple’s clear case with MagSafe.