Ericeira turns up in Apple's own iPhone demo photos

Anyone testing a demo iPhone at an Apple Store lately may have stumbled onto a familiar sight: Ericeira. The demo units ship with a preloaded "Ericeira" photo memory, complete with a home-screen widget reading "Ericeira, 12 Aug 2025" and a Photos app album of 30 images shot around the village.

The photos, evidently taken by Apple's own team to showcase the camera and the Photos app's Memories feature, show two girls sharing shaved ice on a doorstep against one of Ericeira's trademark blue doors, plus a bike ride past a yellow-and-white house on the way to the sea. It is the kind of imagery a tourism board would pay for, quietly playing on loop on demo tables from Lisbon to Los Angeles.

It is not clear why Apple picked Ericeira over any other coastal town for the shoot, or whether the crew stopped for a coffee while they were here. But every shopper who picks up one of those demo units and swipes into the Camera or Photos app is, for a moment, looking at Ericeira.