The Underdogs are back in BSOD (Blue Screen of Death)! The fictitious team of nerdy Apple users once again star in a video demonstrating how Macs and iPhones get real work done. This time, the focus is on Mac security.
Watch the shortfilm now and have fun while learning about what your Apple gear can do for you.
There’s an unexpected benefit to Action mode in the iPhone camera. A feature intended for taking exciting video also benefits those who can’t hold the camera still because of Parkinson’s.
A video Apple released Tuesday demonstrates the benefits, and a follow-up video explains how those with hand tremors can take advantage of Action mode.
Apple posted a clever new marketing tool Friday that puts students in charge of making their own sales pitch — a customizable template called The Parent Presentation, designed to help convince parents that a Mac is essential for college success. And it comes complete with a video demo by comedian and Saturday Night Live performer Martin Herlihy (part of the trio behind those Please Don’t Destroy digital shorts videos, which are a lot funnier than his work here, to be honest).
Update: Apple made the YouTube video private for unknown reasons Saturday. It remains offline, although The Parent Presentation is still available as a free download.
In a fascinating new installment of its “Behind the Mac” series, Apple spotlights the pivotal role Mac computers play in editing acclaimed Apple TV+ series Severance. The 11-minute video posted Wednesday on the Apple YouTube channel and in a feature article on apple.com offers unprecedented insight into the creative process behind the thrilling season finale.
Note: Spoilers for season 2 of Severance, which recently concluded with its season finale on Apple TV+, lie below.
Also note: In a surprising little twist, Apple added a faux listing for Lumon Terminal Pro, just like the ones used in Lumon’s Macrodata Refinement Department, to Apple Store with a link to the video as well as Macs for sale. The Severance promos and tie-ins keep coming!
Accomplished Irish actor Fiona Shaw joined the cast of Bad Sisters in an “inside look” at season two video Apple TV+ released Monday, ahead of the new season’s Wednesday debut. And this Bad Sisters season 2 video, really just a promo, is pretty entertaining.
“Thanks very much for welcoming me into your dangerous, hostile little world,” Shaw quips to the group of woman seated around a table. And later in the chat, she says of the Garvey sisters: “When they’re all together they become a kind of phalanx of meerkats.”
That line provokes gales of laughter from the “Garveys” in a video that is, essentially, a season one recap, a look ahead to the imminent season two and, maybe above all, a celebration of women.
Ahead of the Paralympic Games in Paris, a new Apple video called ‘”The Relay” shows athletes with and without disabilities training and then competing together in a series of events. Each competitor shows the same drive, dedication and spirit — all with the help of Apple gear, of course.
“Apple products are designed for every athlete,” reads the video tagline. “And every body.”
Apple pulled its latest ad starring the Underdogs Friday after complaints in Thailand over the spot’s negative depiction of the country.
This marks the second time Apple removed an ad after widespread complaints this year.
Instead of an ordinary video demonstrating how useful MacBooks, iPads and iPhones are on a business trip, Apple presents another madcap adventure of the Underdogs.
The group is off to Thailand to have millions of boxes produced for their most difficult client, and everything possible goes wrong. Fortunately, it’s Apple gear to the rescue.
Apple’s “Crush!” video advertising the new iPad Pro is rubbing a lot of people the wrong way with its graphic destruction of creative tools.
The video first aired during Apple’s “Let Loose” event Tuesday. And when CEO Tim Cook included the video in a post about iPad Pro on X, hundreds of people replied with irritation. You can see some of the strongest reactions, and the video itself, below.
Updates on Thursday: Later on Wednesday Hollywood names piled on with more criticism of the “Crush!” video. Actor Hugh Grant, for example, referred to it as, “the destruction of the human experience, courtesy of Silicon Valley.”
And filmmaker Rizo Sixo Safai made more of a splash when he told Apple he “fixed” the video by running it in reverse with some tweaks, resurrecting the creative tools. See that version below.
It also came to light that Apple’s “Crush!” ad closely resembles an LG Renoir phone ad from 2008, as pointed out in yet another X post (also below) and elsewhere. Some call Apple’s ad a rip-off.
And on Thursday, Apple issued an apology for the ad in a statement to Ad Age, saying the ad “missed the mark.”
“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” Apple marketing VP Tor Myhren said. “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”
Apple highlights its decision to discontinue leather iPhone cases and Watch bands in a new video released Tuesday. The company instead went with a new material it calls “FineWoven.” Trouble is, months after Apple made the change, FineWoven continues to elicit strong complaints.
Apple posted a 90-minute “Study With Me” YouTube video Wednesday showing actress Storm Reid, a college student, leading a study session with her 15-inch MacBook Air.
And while the video promotes the laptop, it really is a study session using the Pomodoro method, with study periods, breaks and music. So crack that laptop and get to work with her.
At this point, considering the cinematic chops of iPhone cameras — especially in the new iPhone 15 Pro and Pro Max — we expect to see full-length feature films. But we’ll take another “Shot on iPhone” pop music video like the one Apple’s pushing for Olivia Rodrigo’s song “get him back!”
The sassy music video, shot entirely on iPhone 15 Pro and Pro Max, dropped Tuesday along with the arrival of the new iPhone 15 lineup.
Battery for Miles, a just-released advert for Apple, stars an elderly farmer driving a tractor and listening to Ludacris on his iPhone … as one does. He’s many hours from his destination but he doesn’t care — his iPhone 14 Plus has all the battery life he needs.
Apple also premiered Crash Test to advertise the iPhone’s Crash Detection feature.
With summer still blazing, Apple offered a useful Today at Apple Creative Projects video on Friday. It teaches you how to capture “Dramatic Summer Light” with your iPhone camera.
In the video, Apple Creative Pros Jahmyra and David bring in professional photographer Eddy Chen to explore great tips about snapping better shots and editing them to make the most of light.
Apple has a new video for all the people who took a TL;DR approach to the iPhone’s new App Tracking Transparency. Rather than read an explanation of the feature that debuted in April, there’s a short video showing what the world would look like if brick-and-mortar businesses were able to follow people the way apps can.
The result is pretty funny. Watch it now:
People don’t walk around announcing their recent purchases to strangers. Or yell out to the whole office what they think of their coworkers. Or reveal where they live to people on the street. But they do violate their own privacy in a new Apple video, created to point out that owning a rival smartphone is the digital equivalent of oversharing.
Watch it now:
Apple shared a brief look into the creative process of James Blake. A video released Wednesday shows the Grammy winning artist assembling a song on a MacBook with Logic Pro X.
Oak Felder writes and produces music for some of today’s top artists. In a new Apple video, he talks about the importance of technology that makes it easy to turn musical ideas into reality.
Watch it now:
“Creativity Goes On” is a touching new video from Apple that highlights people working from home, learning from home, FaceTiming one another, and more, with Apple products. It’s inspirational at a time when so many are self-isolating during the COVID-19 outbreak.
Side-by-side images, one taken with an iPhone 11 camera in Night mode, and the other without it, are the stars of a video released by Apple today. These are intended to demonstrate how capable the latest iPhone is at taking low-light pictures.
Watch the video now:
Apple doesn’t want iPhone 11 owners to forget they can record slofies: slow-motion video of themselves taken with the front-facing camera. As a reminder, the company posted a pair of selfie videos of professional snowboarders captured while they’re doing tricks.
Watch them now:
A pair of fresh Apple videos demonstrate that its tablets can be tools for professional artists. They show the complete creative process of several advertising posters for Apple TV+ shows done on iPad Pro with Apple Pencil.
Watch them now:
iPadOS just launched, and Apple wants tablet owners to know why they should upgrade. Its short video hits the highlights, like accessing full contents of USB drives, the advantages of editing video on a larger screen, and much more.
Watch it now:
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!
Apple occasionally commissions artists to experiment with how far they can push iPhone cameras. The third video in this series features water moving in slow motion. It’s enthralling, and it’s all recorded on an iPhone XS.
Watch it now: