Apple Showcases iPhone 17 Durability in New Ad

Apple has released a new advertisement titled “Slide”, putting the spotlight on a major hardware upgrade across the iPhone 17 lineup, Ceramic Shield 2.

Ceramic Shield 2 Takes Center Stage

The ad features an ongoing negotiation scene where an iPhone 17 Pro is casually slid back and forth across a long table with its display facing down. The moment is designed to demonstrate confidence in the phone’s durability, even in situations that would typically risk screen damage.

According to Apple, Ceramic Shield 2 offers up to 3× better scratch resistance compared to the iPhone 16 lineup. The company also claims the new glass is tougher than any other smartphone glass or glass-ceramic material currently available.

“Relax, It’s iPhone 17”

The ad wraps up with Apple’s reassuring message: “Relax, it’s iPhone 17.” With Ceramic Shield 2 now featured across the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max, Apple is clearly positioning durability as one of the standout upgrades in its latest iPhone generation.