Apple hops on the ASMR trend with its latest series of shot on iPhone ads, created to help you relax no matter where you are.
ASMR — short for autonomous sensory meridian response — is the experience of weird “brain tingles” some people experience when they hear or see certain things. ASMR videos shot to popularity on YouTube recently, thanks to people who crank out soothing videos designed to make the back of your neck tingle.
Grab your AirPods and get ready to bliss out!
In its first ASMR effort, Apple unleashed 30 minutes of soothing sounds accompanied by gorgeous videos — all recorded on the iPhone. The four videos below take you through hiking trails, a woodworking shop, a rainy camp and a ghost forest (oooh, spooky).
Apple ASMR videos
Director Anson Fogel shot Apple’s ASMR videos. (He previously worked on other Apple projects as well). Fogel shot the ASMR vids on the latest iPhones.
As with many of these “shot on iPhone” photos and videos, however, Fogel didn’t just use an iPhone. “Additional software and professional hardware used,” the video descriptions note.
Like all ASMR videos, you’ll feel the effect much more intensely if you wear headphones (or pop in your AirPods).
Satisfying wood shop sounds
Crunching sounds on the trail
A calm rain at camp
Whispers from Ghost Forest
Why is Apple making ASMR videos?
So, why is Apple making these videos? Maybe it has something with the company’s continuing focus on health and digital wellness.
According to Neuroscience News, “ASMR is the sensation experienced by some people in response to specific sights and sounds, described as a warm, tingling and pleasant sensation starting at the crown of the head and spreading down the body. The ‘tingles’ — sometimes described as ‘brain tingles’ or ‘brain orgasms’ — are typically accompanied by feelings of calm and relaxation.”
And all those eargasms might actually be good for you.
Researchers at England’s University of Sheffield found that “those who experience the phenomenon had significantly reduced heart rates while watching ASMR videos compared to people who do not experience ASMR,” according to Neuroscience News.
If you like Apple’s ASMR videos, stay tuned. Apple lists the first batch as “Season 1,” so you might get a whispery sequel …
