Apple Canada released a humorous ad showcasing the iPhone 17's Ceramic Shield 2 cover glass, emphasizing its improved scratch resistance. The ad features a mock legal dispute where an iPhone slides across a table, highlighting its durability. The claim states the display is three times more scratch-resistant than the previous model.

Apple's testing labs in Cork, Ireland, simulate extreme conditions like sandstorms, saunas, and humidity to ensure the durability of iPhones. Utilizing advanced testing methods, the facility aims to replicate years of wear and tear in just days, contributing to Apple's "Longevity by Design" initiative for long-lasting, repairable devices.