Apple is still marketing Apple Intelligence as a selling point for iPhone 16, but it’s also started emphasizing other features more frequently. That continues in the company’s , which highlights iPhone 16’s Ceramic Shield for protecting against cracked screens.

Most iPhone users put a case on their device for fear of breaking it.

That’s entirely understandable, especially with many new iPhones costing near or above $1,000.

But per Apple’s , the device’s Ceramic Shield offers peace of mind—even when you go case-free.

The ad features a man taking a photo of a family using their case-less iPhone 16. The iPhone slips out of his hands and hits the ground, screen-side down.

But thanks to Ceramic Shield, the iPhone is unscathed and it’s handed back to the man for a second try.

Do you use your iPhone case-free? Why or why not? Let us know in the comments.