Apple Highlights iPhone 14 Pro’s Car Crash Detection Feature and More in New Ad

Apple today shared its first ad for the iPhone 14 Pro, highlighting new features like car crash detection, the upgraded rear 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, a vital new safety feature that can detect a severe car crash and automatically call for help, even when you can’t,” says Apple, in the video’s description. “Add this to the new 48MP Pro camera and a totally reimagined display, 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 severe car crash and automatically dial emergency services if a user is unresponsive after a 10-second countdown. Apple says the feature relies on “advanced Apple-designed motion algorithms trained with over a million hours of real-world driving and crash record data” for increased accuracy.

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

Exclusive to iPhone 14 Pro models, the Dynamic Island replaces the traditional notch found on iPhone 13 models. Aided by software, the pill-shaped cutout morphs into different shapes and sizes for things such as incoming phone 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 display also has up to 2,000 nits peak brightness outdoors, which is up to twice as bright as the iPhone 13 Pro display.

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