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Greg Joswiak - Everyday tasks? No sweat. Faster graphics? Nailed it. On-device AI? Y

Apple · Oct 2026 · 0:48 · AI-annotated

Length
0:48
Scenes
26 · 1.9 s avg
Product on screen
0:00
Features shown
3
Voiceover
Yes
00:00:00 / 00:48:09

Apple’s 0:48 launch film runs 26 scenes, about 1.9 s each. The product is on screen from the first frame and 3 features are revealed. There is no explicit call to action; a voiceover carries the film. A black-field launch film that cycles through masked live-action clips, 3D product shots and bold condensed taglines, one feature per block, closing on the title lockup and logo. Pacing holds at a steady mid-tempo with diagonal type, triangular cutouts and shutter-like black masks as the signature moves.

Footage neededEstimated needs: 2 capture groups — your screens or recordings · 1 official logo — reused across the film · 17 filmed passages — shoot, supply or replace · 3 3D passages — build or supply
Plan my film from this onePrintable storyboard

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Greg Joswiak - Everyday tasks? No sweat. Faster graphics? Nailed it. On-device AI? Y, scene by scene

· 26 scenes as text

  1. 01 · Product intro · 0:00–0:02

    A closed silver MacBook lid opens in 3D against black, then the laptop shrinks and drifts up as a tilted NEW MACBOOK PRO WITH M4 lockup scales up to fill the frame.

    On-screen text: “NEW MACBOOK PRO WITH M4”

    Techniques: 3D mockup, Masking, Kinetic type

    Camera: Static

  2. 02 · Product intro · 0:02–0:04

    Static diagonal type NEW MACBOOK PRO WITH M6 fills a black field; a tilted live-action clip of a woman with glasses typing on a silver laptop in a dim room with a green couch plays in the upper-right corner.

    On-screen text: “NEW”, “MACBOOK PRO”, “WITH”, “M6”

    Camera: Static

  3. 03 · Feature reveal · 0:04–0:05

    A red industrial 3D scene fills a modeling viewport: a horizontal band of glowing tube lights sits beneath slanted ceiling panels, the view drifting slowly sideways.

    Camera: Static

  4. 04 · Feature reveal · 0:05–0:07

    A laptop sits on a desk in a warm, blurred home studio, its screen showing a red 3D scene inside Blender. A hand types on the keyboard as the tagline fades in across the lower keys.

    On-screen text: “UP TO 11X FASTER GRAPHICS”

    Camera: Static

  5. 05 · Feature reveal · 0:07–0:08

    A woman with short dark hair, round glasses and a white zip top walks toward the camera through a blurred industrial interior. Black angled edges frame the shot like a mask, and the background streaks with motion as she advances.

    Techniques: Masking

    Camera: Static

  6. 06 · Feature reveal · 0:08–0:10

    A woman in a white sweater and glasses works on a laptop in a loft room with orange curtains and bookshelves. The footage is revealed through an angular black mask that widens from a thin sliver to a hexagonal frame, then reframes closer on her.

    Techniques: Masking

    Camera: Push in

  7. 07 · Feature reveal · 0:10–0:13

    A white diagonal panel slides open like a mask, widening to reveal a man with a topknot and glasses typing on a laptop in a sunlit kitchen. The cutout expands each frame, exposing shelves of jars, pots and a bright window behind him.

    Techniques: Masking

    Camera: Pull out

  8. 08 · Feature reveal · 0:13–0:13

    Angled close-up of a tablet screen in a photo editor. A white cursor taps the Autopilot toggle, flipping it from gray to green, and a gray suggestion line fades in above the Select a filter button.

    Techniques: Cursor demo

    Camera: Static

  9. 09 · Feature reveal · 0:13–0:14

    A green matcha cake topped with a macaron, a meringue and a small white daisy fills the frame. A dark bar at the bottom shows an upscaling progress bar that resolves to an Enhanced checkmark, above a row of colorful app icons.

    Camera: Static

  10. 10 · Feature reveal · 0:14–0:15

    Macro close-up of fingers tapping a dark laptop keyboard, low angle with shallow depth of field and warm light. The locked-off frame holds on the keycaps as the hands move, then the image softens into blur.

    Camera: Static

  11. 11 · Feature reveal · 0:15–0:16

    A flat code editor fills the frame, then the view pulls back to a 3D mockup of a laptop and an iPhone. The laptop screen shows Swift code for a spin profile, while the phone displays a cake shop app with a brown card and a large title.

    Techniques: UI zoom, 3D mockup

    Camera: Static

  12. 12 · Feature reveal · 0:16–0:18

    A laptop in 3D perspective, angled with shallow depth of field, splits its screen between a dark Swift code editor and a phone mockup. The phone displays a Cake Shop app as a green cake image fades into the Cakes card; the green header and brown button stay still.

    Techniques: 3D mockup

    Camera: Static

  13. 13 · Feature reveal · 0:18–0:20

    A man with glasses and a mustache sits behind a closed silver MacBook, his workshop revealed through a black cutout shaped like an open laptop. The laptop lid faces the camera. At the bottom, large gray text scales up to read “UP TO 13X FASTER AI PERFORMANCE”.

    On-screen text: “UP TO 13X FASTER AI PERFORMANCE”

    Techniques: Masking, Kinetic type

    Camera: Pull out

  14. 14 · Feature reveal · 0:20–0:21

    A headline scales over a blurred three-panel layout that sharpens into a top-down shot of a person at a desk on the left and two silver laptop lids on the right. The person's arm reaches across to touch the center laptop.

    On-screen text: “UP TO 18X FASTER AI PERFORMANCE”

    Techniques: Kinetic type, Split screen

    Camera: Static

  15. 15 · Feature reveal · 0:21–0:23

    Three triangular masks open on black, revealing overhead shots of people working on laptops: a designer in a plaid shirt, a musician in a striped jacket, an artist at a tools-laden desk. The triangles expand until the frame becomes a three-way split.

    Techniques: Masking, Split screen

    Camera: Pan

  16. 16 · Feature reveal · 0:23–0:24

    Three top-down live-action shots, a musician at a synth, a white desk with drafting tools, and a person at a desk with two laptops, sit inside angled diagonal windows on black. The windows pan horizontally, sliding each frame.

    Techniques: Split screen

    Camera: Push in

  17. 17 · Feature reveal · 0:24–0:24

    Two top-down live-action shots of people at desks sit side by side, divided by a black diagonal. The black panels rotate like shutters, closing the left frame and opening the right to reveal the worker's face.

    Techniques: Split screen, Masking

    Camera: Static

  18. 18 · Feature reveal · 0:24–0:26

    A person with short dark hair types on a laptop keyboard in a dim, warmly lit workshop, framed in the upper right corner against black as the camera drifts to reveal their profile.

    Camera: Static

  19. 19 · Feature reveal · 0:26–0:27

    On a black field, a diagonal cutout reveals a short-haired person drawing on a tablet with a stylus under a warm lamp. White text “UP TO 24 HOURS” slides in at an angle, then rotates level beside the window.

    On-screen text: “UP TO”, “24 HOURS”

    Techniques: Masking, Kinetic type

    Camera: Static

  20. 20 · Feature reveal · 0:27–0:28

    Diagonal white type “UP TO 24 HOURS” slides and rotates on a black frame as “BATTERY LIFE” scales in beside it. A tilted live-action clip of a woman holding a phone in a dim room sits in a corner.

    On-screen text: “UP TO”, “24 HOURS”, “BATTERY LIFE”

    Techniques: Kinetic type

    Camera: Static

  21. 21 · Feature reveal · 0:28–0:29

    A live-action shot of a person looking up at a tablet is revealed through a growing triangular cutout that opens into a left-side rectangle, while the headline OF BATTERY LIFE rotates and scales on the right against black.

    On-screen text: “OF BATTERY LIFE”

    Techniques: Masking, Kinetic type

    Camera: Static

  22. 22 · Feature reveal · 0:29–0:30

    A woman types on a laptop in a small window at the top left of a black frame. The white caption OF BATTERY LIFE rotates from a diagonal to a vertical orientation at the right.

    On-screen text: “OF”, “BATTERY LIFE”

    Techniques: Kinetic type

    Camera: Static

  23. 23 · Feature reveal · 0:30–0:36

    A filmed shot of a woman in a white shirt typing on a silver MacBook is revealed through a black mask that opens from a small trapezoid into a wide diagonal band, then contracts to a top-down view of the lid.

    On-screen text: “BATTERY LIFE”

    Techniques: Masking, Kinetic type

    Camera: Static

  24. 24 · Outro · 0:36–0:37

    A hand with rings lifts the top edge of a closed silver MacBook on a black background, then withdraws as the laptop settles in frame and the word NEW fades in at the top left.

    On-screen text: “NEW”

    Camera: Static

  25. 25 · Outro · 0:37–0:40

    On a black background, the title NEW MACBOOK PRO fades in, with PRO brightening from gray to white. WITH M6 then drops in below in large white type. The whole lockup scales up toward the camera to fill the frame.

    On-screen text: “NEW”, “MACBOOK PRO”, “WITH”, “M6”

    Techniques: Kinetic type

    Camera: Static

  26. 26 · Outro · 0:40–0:48

    A white Apple logo holds centered on a black field, flanked by two lines of small gray disclaimer copy along the bottom edge. The frame is locked-off and static for the full duration, with no motion on the mark or the text.

    On-screen text: “Performance testing against specific MacBook Pro systems with M1. Results reflect approximate performance;”, “visit apple.com/macbook-pro. Battery life varies by use and configuration. Additional software shown.”

    Camera: Static