Apple Inc., one of the world’s leading tech companies, announced on Tuesday the imminent release of its latest models, the iPhone 15 Pro and the iPhone 15 Pro Max. For the first time ever, these models feature an aerospace-grade titanium frame that provides the phones with enhanced durability and a lighter weight. Highlighting this technological innovation, the tech giant also launched an ad on its YouTube channel.

The ad, aptly titled “Titanium,” starts with a rugged piece of titanium tumbling down from space, morphing into the sophisticated frame that ultimately sets the iPhone 15 Pro apart. The ad’s closing shot offers an intimate look at the new iPhone, leading into the tagline “From the edge of the universe to the palm of your hand.”

In a perfect synthesis of might and light, the new titanium iPhone 15 Pro brings advanced power, gaming performance, and a professional camera system to our fingertips. Equipped with the state-of-the-art A17 Pro chip, these iPhone models are slated to be Apple’s most powerful, yet lightest professional versions to date.

The introduction of a titanium iPhone is groundbreaking in the industry, rendering it a significant point of emphasis in Apple’s marketing campaign. Extensive use of the term “Titanium” in the promotional visuals stresses the novelty and uniqueness of this material choice. The durability and weightless features of the iPhone 15 Pro and the iPhone 15 Pro Max are credited to the use of aerospace-grade titanium.

Innovative manufacturing techniques were employed to create these phones. The thermo-mechanical process used allows the titanium bands to encase a new skeleton made from 100 percent recycled aluminum, resulting in a harmonious blend of strength, sustainability, and advanced technology. Furthermore, the aluminum frame helps with thermal dissipation and facilitates the replacement of the back glass.

The iPhone 15 Pro and iPhone 15 Pro Max are also geared with new features such as an Action button, a more efficient A17 Pro chip, enhanced camera capabilities that include 5x optical zoom on the Pro Max model, and a USB-C port. Pre-orders for these models will commence this Friday, with the devices set to reach stores on September 22.