Apple, Linear, Notion, Raycast: four launch video styles, measured
By Yannis Coulibaly · November 8, 2026 · Measured on 591 launch videos
The short answer
Each has a measurable house style. Apple puts a 3D mockup in all 19 of its films and rarely asks for anything. Linear keeps films short, 34 seconds at the median, and mostly without a voice. Notion shows a cursor in every film, and every one has a call to action. Raycast runs long, on dark screens.
"Make it look like an Apple launch" is one of the most common briefs. So we measured what four brands with a recognisable style actually do, against the whole library of 591 launch films.
| Films | Median length | With a voice | With a call to action | |
|---|---|---|---|---|
| All launches | 591 | 71 s | 76% | 60% |
| Apple | 19 | 64 s | 68% | 11% |
| Linear | 6 | 34 s | 17% | 50% |
| Notion | 6 | 76 s | 50% | 100% |
| Raycast | 6 | 107 s | 83% | 67% |
Apple: the object, and no ask
Every one of Apple's 19 films uses a 3D mockup, against 69% of all launches, and morphs appear in 58%. Only 2 of the 19 have a call to action: the product is the message, and the store does the selling. Half open on a hook, half on the product itself. Ten of the 19 are set on dark backgrounds.
Linear: short and silent
Linear's films run 34 seconds at the median, half the library's length, and only one of six has a voice. Five of six zoom into the interface, and four of six open directly on the product. The music and the interface carry the film.
Notion: the cursor, and always an ask
All six Notion films show a cursor using the product, zoom into the interface and use animated type. All six have a call to action, and five of six are set on light backgrounds, the opposite of the dark tech look.
Raycast: long and dark
Raycast's films run 107 seconds at the median, all on dark screens, and five of six have a voice. Cursor demos, mockups and interface zooms each appear in five of six films: a long, guided tour of the product.
How far to trust these numbers
Six films is a small sample, so read Linear, Notion and Raycast as portraits, not statistics. Techniques, roles and backgrounds are annotated by AI and only partly checked by a person.
What this means for your video
Our reading: a style is a set of choices, not a look. "Apple-style" means one object and no ask; "Linear-style" means short, silent and in the product. Pick the choices that fit your audience, then make the film yours. Each brand's films are on its page, for example Apple and Linear.
