Apple has launched its first iPhone 7 video ad – it’s available to watch below via YouTube.

The ad, which clocks in at just over 30 seconds, is shot entirely in black and white and metaphorically covers numerous features in the iPhone 7 and 7 Plus, including its stereo speakers, the second now located at the top of the iPhone to provide sound 2x louder than before.

It also focuses in on the water resistance and dust-proof capabilities of the new devices, as well as the vastly improved cameras. The device itself is shrouded in shadows and barely shown except in flashes during the spot.

The iPhone 7 goes on sale this Friday (16) online and in Apple Stores – the devices are currently available for pre-order.

More: Tim Cook tweets amazing photos taken with the iPhone 7