Apple has released two new slow-motion selfie (or “slofie”) videos to show off the feature available on the iPhone 11, although consumers still seem sceptical about its uses.
The iPhone 11 is the first Apple device to have a front-facing camera that can shoot slow-motion videos, recording 120 frames per second.
The company’s marketing team is calling the videos “slofies”, although it is just available as “slo-mo” on the device itself.
Apple has applied to trademark the term in the US and its application is currently under examination.
The trademark would specifically limit downloadable software relating to video capture and is presumed to be more a matter of Apple preventing downloadable apps trying to copy the feature.
Consumer reaction to the feature has been sceptical, and as with all of Apple’s uploads YouTube comments on both of the slofie short videos have been turned off.
But on fan sites – which are typically representative of the most committed Apple fans rather than general consumers – the reaction has generally been negative, and not just to these videos but the campaign more generally.
A video of a “group slofie” which the company uploaded to YouTube last December has been watched more than six million times on the video platform.
However discussions on Reddit were disparaging, describing the advertising campaign as “infuriating”.
“They keep trying to find a purpose for this gimmick,” wrote one user on the MacRumors forum discussing the snowboarding videos.
Another added: “It’s pretty much what GoPro’s been showing for the last decade. Makes sense for their product. But for a $1,000+ primary phone in the back country? Makes no sense.”
Others disagreed. “Looked like people just having fun to me,” responded another user.
Apple shares are currently trading at their highest level ever following the signing of a phase one agreement between the US and China.
The surge in share price has left the company valued at just over $1.39tn (£1.07tn) – making it the most valuable company in the world again, although Microsoft is not far behind.