TL;DR
Apple's Canada YouTube channel posted a short commercial that dramatizes the iPhone 17's tougher display by sliding a screen-down device across a long table. The spot claims the iPhone 17 display is three times more scratch-resistant than the iPhone 16, while the Ceramic Shield 2 name appears only in the video's description.
What happened
Apple Canada uploaded a brief, deliberately odd commercial promoting the iPhone 17 line's tougher cover glass. The ad stages two opposing legal teams seated at a long wooden table; one lawyer pushes an iPhone 17 Pro Max, face down, and the device slides across the table for roughly 15 seconds with audible glass-on-wood scraping. At the far end the offer is declined, the phone is slammed and sent back sliding toward the pusher, complete with an extra comic nudge. In on-screen copy the ad asserts the iPhone 17's display is three times more scratch-resistant than the iPhone 16's. The specific material name, Ceramic Shield 2, is not shown in the ad itself but is referenced in the YouTube video description. The clip leans into sound and timing to make its durability point while playing for laughs and mild unease.
Why it matters
- Durability claims can affect buyer perception of device longevity and value.
- Advertising that emphasizes scratch resistance addresses a common consumer concern about daily wear.
- How Apple presents technical upgrades in marketing may shape expectations ahead of independent testing.
- Noting the material name only in the description suggests a separation between on-screen messaging and technical specs.
Key facts
- The ad was posted on the Apple Canada YouTube channel.
- The commercial stages two sides of a legal dispute seated at a long wooden table.
- An iPhone 17 Pro Max is pushed screen-down across the table and slides for about 15 seconds.
- The sliding sequence is accompanied by audible glass scraping against slightly dusty wood.
- On-screen, the ad claims the iPhone 17 display is three times more scratch-resistant than the iPhone 16 display.
- The term Ceramics Shield 2 is not shown in the ad itself; it appears in the video's description.
- At the far end the offer is declined and the phone is slammed and sent sliding back, including a comedic extra nudge.
- The story was reported by Marcus Mendes and published January 13, 2026.
What to watch next
- Watch the advertisement with sound to hear the glass-on-wood scraping and notice the extra nudge in the gag.
- Whether Apple will publish supporting lab data or third-party test results for the scratch-resistance claim: not confirmed in the source.
- If Apple will mention Ceramic Shield 2 in future on-screen marketing outside the video description: not confirmed in the source.
Quick glossary
- Cover glass: The protective outer glass layer on a smartphone display that shields the touchscreen from scratches and impacts.
- Scratch resistance: A measure of how well a surface resists being marked or abraded by contact with harder materials.
- iPhone 17 Pro Max: A model in Apple's iPhone 17 series; in the ad, this model is shown sliding screen-down across a table.
- Ceramic Shield 2: A product name referenced in the video description that denotes a cover-glass technology used by Apple to improve display durability.
Reader FAQ
Where was the ad published?
On the Apple Canada YouTube channel.
Does the ad claim the iPhone 17 display is more scratch-resistant than the iPhone 16?
Yes, the commercial states the iPhone 17 display is three times more scratch-resistant than the iPhone 16.
Is Ceramic Shield 2 mentioned in the ad itself?
No; the Ceramic Shield 2 name appears in the video's YouTube description, not in the ad footage.
Are independent test results or lab data for the claim provided in the ad?
not confirmed in the source
Apple debuts ‘Apple Creator Studio’ subscription, here’s what you get Chance Miller Jan 13 2026 IPHONE 17 Fun Apple ad touts the iPhone 17’s scratch-resistant cover glass Marcus Mendes | Jan…
Sources
- Fun Apple ad touts the iPhone 17’s scratch-resistant cover glass
- iPhone 17 Pro and iPhone 17 Pro Max
- New Apple Ad Highlights iPhone 17 Pro's Vapor Chamber …
- Exciting Highlights from the Apple iPhone 17 Event
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