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Spend the Next 60 Seconds Folding the iPhone Duo with CNET's Fold-A-Phone Machine

@cnetdotcom

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Why it worked

The video leverages high-stakes curiosity and a unique, custom-built apparatus to create a compelling 'torture test' narrative that keeps viewers engaged.

Summary

CNET demonstrates a custom-built machine designed to stress-test a hypothetical foldable iPhone by folding it continuously. The video highlights the engineering effort behind the machine and invites viewers to watch a live stream of the ongoing durability test.

Structure

1Introduction to the custom folding machine
2Explanation of the six-month development process
3Discussion of the mechanical forces involved
4Announcement of the 24/7 durability test
5Call to action for the live stream

Product placement

iPhone Duo: (a) ACTS — it is the subject of a durability test, its folding mechanism is operated by a machine, and its screen displays cycle counts. Removing it would change the entire video. CNET: (b) APPEARS — it is the name of the media outlet and the machine builder. Removing it would not change the action of the video.

Call to action

Watch the livestream every Monday through Friday from 1pm to 5pm ET on YouTube.

On-screen text

Spend the Next 60 Seconds Folding the iPhone Duo with CNET's Fold-A-Phone Machine We custom built the Fold-A-Phone to fold the iPhone Duo to its absolute limit. It took six months to design, build, and calibrate the machine. After all, folding with bare hands can only get you so far. Complex forces are at play between the screen magnets and the all-critical hinge. Since Apple hasn't publicly shared claims of the iPhone Duo's foldable lifespan... we'll just have to find out ourselves. The machine began its 24/7 folding cycle on our iPhone Duo on Oct 23 and will keep going until either one breaks. Watch the livestream every Monday through Friday from 1pm to 5pm ET on YouTube. FOR MORE VISIT CNET.COM

Original caption

Our custom-built Fold-A-Phone machine is folding the iPhone Duo constantly, 24 hours a day, 7 days a week, up until either one breaks. Catch the livestream every Monday through Friday on CNET's YouTube from 1pm to 5pm ET. #foldaphone #iphoneduo #torturetest #foldablephone #allthingsmobile