Apple’s great new iPhone X ad, and the tiny bug it highlights

First things first, if you haven’t yet seen it, take a minute to watch Apple’s latest iPhone ad. It’s a wonderful, tumultuous, explosion of visuals, all focused on a single point. Unlocking is easy.

This whimsical treat has vaulted near the top of my favorite Apple spots, a refreshing complement to the Spike Jonze HomePod ad from a few weeks ago.

Apple Marketing is on a roll.

An interesting side note, spotted in this tweet from Benjamin Mayo:

Check the image in the tweet. Notice the text that has scrolled outside the iMessage bubble. This is not Benjamin being picky. This is him noting an iMessage bug that he’s campaigning to get fixed, one that made it all the way into a commercial.

Details.