Apple today has shared its latest iPhone X. This one, like many of the ads we’ve seen so far, focuses on Face ID and how it can be used to log-in to third-party applications. Head below to watch it…

Sylvania HomeKit Light Strip

Apple’s latest iPhone X ad is just over 1 minute and 30 seconds long, entitled ‘Memory.’ In the video, a game show contestant is quizzed on the password to his bank account. While he struggles to remember it and almost loses the game, he’s able to use his iPhone X to log into the app and subsequently is victorious.

Apple says the moral of the story here is that remembering your password doesn’t have to feel like a memory challenge:

Remembering your password doesn’t have to feel like a memory challenge. With Face ID on iPhone X, your face is your password.

Today’s ‘Memory’ ad is just the latest in Apple’s series of iPhone X ads focused on Face ID. In the past, ads have highlighted Apple Pay, the convenience of Face ID, and much more.

Watch today’s new ad below and let us know what you think of it down in the comments!

Related stories:

• Apple shows off the ease of Apple Pay with iPhone X & Face ID in new ad [Video]
• Apple touts Apple Pay Cash in latest iPhone X & Face ID ad [Video]
• Apple continues to feature Apple Pay in latest iPhone X + Face ID ad [Video]
• Apple’s latest ad touts iPhone X selfies w/ help from Muhammad Ali