Apple Inc. advertising
Apple released the first advertisement for the iPhone in February 2007 during the national broadcast of the Academy Awards. The 30-second commercial featured cuts of famous figures answering their telephones, all saying “Hello”. As it progressed, the ad showed more recent versions of the telephone; it ended with a preview of the first generation iPhone to draw a connection between the iPhone and the newest technology available. To accompany the initial sneak peek at their latest product, Apple released several new ads for the iPhone through “television, web-based, and print ads designed to show off the disappearing and reappearing touch keypad”. Other features included in those advertisements were email, camera, and general touchscreen capabilities.
Face ID
Apple announced Face ID during the unveiling of the iPhone X on September 12, 2017. The system was presented as the successor to Touch ID, Apple's previous fingerprint-based authentication technology embedded in the home button of the iPhone 8 and earlier devices. On September 12, 2018, Apple introduced the iPhone XS and XR with faster neural network processing speeds, providing a significant speed increase to Face ID. On October 30, 2018, Apple introduced the third generation iPad Pro, which brings Face ID to the iPad and allows face recognition in any orientation.