Apple highlights the car crash detection feature of the iPhone 14 Pro and more in new ad

Apple today shared its first ad for the iPhone 14 Pro, featuring new features such as car accident detection, the improved rear-view camera system with a 48-megapixel main lens, and an always-on display with the new Dynamic Island feature.

“iPhone 14 Pro comes with Crash Detection, an essential new safety feature that can detect a serious car accident and automatically call for help even if it doesn’t,” Apple says in the description of the video. “Add this to the new 48MP Pro camera and a completely redesigned screen, and iPhone 14 Pro redefines what a smartphone can do. Again.”

With a new dual-core accelerometer, barometer and other sensors, Apple says iPhone 14 Pro models can detect a serious car accident and automatically call emergency services if a user doesn’t respond after a 10-second countdown. Apple says the feature relies on “advanced Apple-designed motion algorithms trained with more than a million hours of real-world driving and crash data” for greater accuracy.

The crash detection feature is also available on the new Apple Watch Ultra, Apple Watch Series 8 and the second-generation Apple Watch SE models.

Exclusive to iPhone 14 Pro models, Dynamic Island replaces the traditional notch on iPhone 13 models. Aided by software, the pill-shaped cutout morphs into various shapes and sizes for things like incoming calls, alerts, notifications, Face ID authentication, timers, turn-by-turn navigation, live activities, and more.

With an always-on display, the time, widgets and Live activities are always available at a glance on iPhone 14 Pro models. The screen also has a maximum brightness of 2000 nits outdoors, which is up to twice as bright as the iPhone 13 Pro’s screen.

iPhone 14 Pro models were available to pre-order earlier today and launch on September 16.