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Remembering a new password, even one you just created this morning, can stump you in any situation. Sometimes it can even feel like you’re in the spotlight, sweating in front of a gleefully tense and elegantly dressed audience of hundreds—or at least, that’s the metaphor Apple is going with in its new spot for the iPhone X.
In the ad, we see a golden-age quiz show contestant doing the mental gymnastics of remembering his newest password, as the crowd becomes increasingly worked up and borderline hostile.
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