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00:00Alright, what's up? MKBHD here, and this is the new iPhone 12. It's the purple one. So
00:16this was probably the quickest announcement at Apple's Spring Loaded event this April,
00:19but yeah, here it is. It's the same box as the normal iPhone, but purple. And then inside
00:26it's the same accessories, or lack of accessories, and it's an iPhone 12, but purple. So there's
00:38been a lot of colorful products coming out lately, so Apple just unveiled at the same
00:42event their colorful new iMacs. They've got the M1 chips, and they've got seven different
00:46colors now. They've got colorful keyboards, and colorful mice, and colorful trackpads.
00:51So now there's a purple iPhone in the middle of the cycle again, so the classic six to
00:55eight months post-release new iPhone color to get it back in the new cycle, to get people
00:59talking about it again, and it works. So typically this was a product red iPhone. They've had
01:04a couple red colorways drop six to eight months after the newest model, and product red stuff
01:09was always this very deep, vibrant red, and they were done in collaboration with the Red
01:14Charity and helped create donations supporting HIV and AIDS treatment programs around the
01:18world. So why purple this time? Well, I can put a couple clues together. First of all,
01:25there already was a product red iPhone at launch time. Second, this might seem random,
01:31but I was told that purple was Steve Jobs' favorite color, and actually I had to Google
01:36it, and it turns out if you Google it, it still comes up that purple was Steve Jobs'
01:40favorite color, and this actually marks the 10th year since he passed in 2011. So this
01:46could be some sort of tribute or nice gesture for that. Seems nice. Now there are a lot
01:53of pastels in the smartphone world right now. It seems pretty popular. There's even
01:57a couple other light purple phones. This iPhone is kind of like a medium purple. It's definitely
02:03not super deep. It's not a bold purple at all. It's more of a lilac, more subtle. Reminds
02:09me very much of the Xiaomi Mi 11, which had a totally different texture, but same idea.
02:14Medium purple. You know what? Here, you want to know the exact purple color? I'll give
02:18you a hex code. This is the exact color. Google that, pull it up on your screen, give
02:24or take how well your screen is calibrated. That is the new color of this new April 2021
02:31purple iPhone. And holding it in person, it very much looks like this. The aluminum rails
02:35on the sides though are slightly darker, just slightly, but overall it's a pretty subtle
02:39look. Other than that, I mean, it's an iPhone 12. There's also a purple iPhone 12 mini,
02:45so they'll both look just like this. No 12 pro or 12 pro max, but everything else about
02:50this phone is the same. Same cameras, same hardware, same phone, just purple. So I can
02:56see the comments already. Oh, most people put a case on their phones. So who really
03:01cares about a new color, but they're on top of this already. Everybody's on top of this.
03:05So Apple also made a new mag safe purple case. It is a way darker, way more purple, but it's
03:11launching alongside this iPhone. So you can grab the purple case for your current phone
03:16and it'll actually look pretty nice. I think it turns out the purple case here on the red
03:20iPhone 12 has this kind of cool double layered look on the outside. I think that's kind of
03:25nice, but at the end of the day, if you're after this purple pastel look on any phone,
03:29you can always just skin your phone. So channel sponsor D brand has you covered. And honestly,
03:33they're very close in color minus the reflection. So I'll link it below. If this purple really
03:39does speak to you, videos like this are pretty short and simple. Some, the question might
03:44really be, was this worth a whole video? And some would probably argue, no, most, I might
03:49even argue no. But at the end of the day, when it comes down to it, people care about
03:54new Apple hardware and specifically new colors of iPhones more than I ever thought. When
03:58you look at the view count of this video, I mean, you're watching it now you got this
04:03far people actually care about this stuff. So at the end of the day, this video probably
04:08helps to pay for another better future free video. So that's a win. This type of mid cycle
04:15refresh happens like clockwork. And if you're wondering why I've already made an entire
04:20video on this specific topic, I'll link it below just about why companies do this six
04:25months later, one new color of the same phone thing. And I did that video about three years
04:30ago when one plus came out with a new red version of the one plus six. So this is not
04:36like some new phenomenon. So purple, purple is new and cool, but new color six months
04:41later, we've seen it before. So I'll link that video below the like button if you want
04:45to check it out. So that's it. It's a short one so you can go enjoy the rest of your Friday.
04:49But even better, we have a great sponsor for this one. All right, now we got a shout out
04:52to the sponsor of this video, Skylum. They make this pretty incredible app called Luminar
04:57AI. And it's an image editor based heavily on AI, artificial intelligence. And that might
05:04sound pretty crazy at first because it kind of is on the surface. But what that means
05:07practically speaking is a whole lot of really huge time savers and incredible functions
05:14just kind of built right in with a single button press. So I've been messing around
05:17with it a lot personally for Instagram edits recently. It's kind of amazing for that. Check
05:21out this photo. At first glance, it looks pretty solid, right? But the original photo
05:26unedited shot on my iPhone is this. And this is a very different photo and all the stuff
05:33the sky replacement, the relighting, the color adjustment, all of this took me a couple of
05:37clicks and maybe 60 seconds. So there's all kinds of tools you're probably used to seeing
05:41in an image editor, color temperature, exposure sliders, all that fun stuff. Then there's
05:45things like Sky AI, which automatically detects where the sky is, if there's a sky in your
05:50shot, does all the masking work for you as complicated as it is, and lets you drop in
05:55any of the skies you want, which you can then mess around with with the sliders to make
05:59relighting and filling in the gaps work perfectly. I happen to think sunset one looks pretty
06:04good. So that's what I had in my photo. And I think it came out pretty good. Look, it
06:08even added the part of the matching clouds to the window of the car. Like that is a sick
06:14before and after for a quick minute or two Instagram edit. And there's a bunch more creative
06:18AI based tools that use 3D mapping technology, analyzing everything in your scene and your
06:22photo to do as much work for you as possible. So look at how these sun rays I'm adding not
06:27only match the light of the scene, but reacts to the objects in the foreground versus the
06:32background. Or in this photo, the atmosphere AI lets me add fog and sort of mess with the
06:37depth of how it rolls down the mountain all the way to the lake in the foreground. Here,
06:42let's play. Let's play a little game, right? I'm gonna show you a photo that I edited in
06:45under 30 seconds. And you tell me what you think about that photo is edited versus original.
06:50So this photo from Hawaii. Yeah, that wasn't the sky at all. It looked a lot more dramatic
06:55in my edit than the original photo. Or how about this photo from Matterhorn? Yeah, pretty
07:01much everything. Absolutely massive white balance adjustment corrections since the pixel
07:05that took this photo kind of turned everything blue. The sky, the clouds I added over the
07:09mountain, plus a little film grain for taste. So that is really cool. That is super sick.
07:14I'm glad I found it. I'm glad they reached out to sponsor this video because I'm going
07:16to continue to use this app for the future Instagram edits that I want to just get done
07:21pretty quick like that. I'll have a link below if you want to check it out. If you use code
07:24MKBHD at checkout, you'll save 15 bucks. You're welcome. All right. Thanks for watching.
07:29Catch you guys in the next one. Peace.