All right what's up mkbhd here, and this is the new iphone 12.. It's the purple one. So this was probably the quickest announcement at apple's spring-loaded event this april, but yeah here it is it's the same box as the normal iphone but purple and then inside it's the same accessories or lack of accessories and it's an iphone 12 but purple. So there's been a lot of colorful products coming out lately, so apple just unveiled at the same event, their colorful new imacs they've got the m1 chips and they've got seven different colors now they've got colorful, keyboards and colorful mice and colorful track pads.

So now there's a purple iphone in the middle of the cycle again, so the classic six to eight months post, release new iphone color to get it back in the news cycle to get people talking about it again and it works. So typically, this was a product red iphone they've had a couple red, colorways drop six to eight months after the newest model and product red stuff was always this very deep, vibrant red and they were done in collaboration with the red charity and helped create donations. Supporting hiv and aids treatment programs around the world, so why purple this time? Well, i can put a couple of clues together. First of all, there already was a product red iphone at launch time.

Second, this might seem random, but i was told that purple was steve jobs, favorite color, and actually i had to google it and turns out if you, google it it still comes up. That purple is steve jobs, favorite color, and this actually marks the 10th year since he passed in 2011.. So this could be some sort of tribute or a nice gesture, for that seems nice. Now there are a lot of pastels in the smartphone world.

Right now, it seems pretty popular there's even a couple other light purple phones, this iphone is kind of like a medium purple. It's definitely not super deep. It's not a bold purple at all. It's more of a lilac, more subtle reminds me very much of the xiaomi mi 11, which had a totally different texture but same idea, medium purple.

You know what here you wan na know the exact purple color i'll, give you a hex code. This is the exact color google that pull it up on your screen, give or take how well your screen is calibrated, that is the new color of this new april 2021 purple iphone and holding it in person. It very much looks like this. The aluminum rails on the sides, though, are slightly darker just slightly, but overall it's a pretty subtle look other than that.

I mean it's an iphone 12. there's, there's also a purple iphone 12 mini so they'll. Both look just like this. No 12, pro or 12 pro max, but everything else about this phone is the same same cameras same hardware, same phone just purple.

So i can see the comments already. Oh most people put a case on their phones, so who really cares about a new color? But they're on top of this already everybody's on top of this, so apple also made a new magsafe purple case. It is uh way darker way more purple, but it's launching alongside this iphone, so you can grab the purple case for your current phone and it'll. Actually, look pretty nice.

I think it turns out the purple case here on the red iphone 12. Has this kind of cool double layered look on the outside? I think that's kind of nice, but at the end of the day, if you're after this purple pastel look on any phone, you can always just skin your phone, so channel sponsor dbrand has you covered and honestly they're, very close in color minus the reflections so i'll Link it below if this purple really does speak to you. Videos like this are pretty short and simple. Some.

The question might really be. Was this worth the whole video and some would probably argue no most, i might even argue no, but at the end of the day when it comes down to it, people care about new apple hardware and specifically new colors of iphones, more than i ever thought. When you look at the view count of this video, i mean you're watching it now you got this far. People actually care about this stuff.

So at the end of the day, this video probably helps to pay for another, better future free video. So that's a win. This type of mid-cycle refresh happens like clockwork and, if you're wondering why i've already made an entire video on this specific topic, i'll link it below just about why companies do this. Six months later, one new color of the same phone thing - and i did that video about three years ago when oneplus came out with a new red version of the oneplus 6..

So this is not like some new phenomenon, so purple purple is new and cool, but new color, six months later, we've seen it before so i'll link that video below like button. If you want to check it out, so that's it it's a short one. So you can go enjoy the rest of your friday, but even better. We have a great sponsor for this one.

All right now we got a shout out to the sponsor of this video skylum. They make this pretty incredible, app called luminar ai and it's an image. Editor based heavily on ai, artificial intelligence, and that might sound pretty crazy at first, because it kind of is on the surface. But what that means practically speaking, is a whole lot of really huge time.

Savers and incredible functions just kind of built right in with a single button press, so i've been messing around with it a lot personally for instagram edits recently, it's kind of amazing for that check out this photo at first glance. It looks pretty solid right, but the original photo unedited shot on my iphone is this, and this is a very different photo and all the stuff, the sky replacement, the re-lighting, the color adjustment. All of this took me a couple of clicks and maybe 60 seconds. So there's all kinds of tools: you're, probably used to seeing in an image editor color temperature exposure, sliders all that fun stuff.

Then there's things like sky ai, which automatically detects where the sky is. If there's a sky in your shot, does all the masking work for you as complicated as it is and lets you drop in any of the skies you want, which you can then mess around with with the sliders to make relighting and filling in the gaps work Perfectly i happen to think sunset. One looks pretty good, so that's what i had in my photo and i think it came out pretty good. Look it even added the part of the matching clouds to the window of the car like that is a sick.

Before and after for a quick minute or two instagram edit and there's a bunch more creative ai-based tools that use 3d mapping technology analyzing everything in your scene in your photo to do as much work for you as possible. So look at how these sun rays, i'm adding, not only match the light of the scene but reacts to the objects in the foreground versus the background or in this photo. The atmosphere. Ai lets me add fog and sort of mess with the depth of how it rolls down the mountain all the way to the lake in the foreground.

Here, let's play let's play a little game right. I'ma show you a photo that i edited in under 30 seconds, and you tell me what you think about that photo is edited versus original, so this photo from hawaii yeah that wasn't the sky at all. It looked a lot more dramatic in my edit than the original photo, or how about this photo from matterhorn yeah, pretty much everything. Absolutely massive white balance adjustment corrections since the pixel that took this photo kind of turned everything: blue, the sky, the clouds i added over the mountain plus a little film grain for taste, so that is really cool.

That is super sick. I'm glad i found it. I'm glad they reached out to sponsors this video, because i'm going to continue to use this app for the future uh instagram edits that i want to just get done. Pretty quick like that.

I'll have a link below if you want to check it out. If you use code mkbhd at checkout, you'll save 15 bucks you're welcome all right thanks for watching catch, you guys the next one peace.