Tim Cook - Welcome to the new era of iPhone! Built for Apple Intelligence, the

01 · Hook · 0:00–0:02

A low tracking shot glides across a rain-slicked city street at night. The camera moves right along the wet pavement, where storefront lights and traffic shimmer in reflections, revealing a MARKET sign and a pedestrian in a green jacket on the left.

Camera: Push in

02 · Hook · 0:02–0:08

A woman in a long floral dress stands on a night street holding a blue iPhone. The camera circles her at a low angle, then whips into a spinning fall past blurred city lights, ending on a close-up of a thumb swiping the lock screen.

Techniques: Speed ramp

Camera: Push in

03 · Hook · 0:08–0:09

A first-person view rushes down an empty city street at night. The forward motion is fast, motion blur streaks the buildings and street lamps, and the wet asphalt reflects warm sodium light.

Camera: Static

04 · Product intro · 0:09–0:10

A night street rushes toward the viewer, motion blur smearing streetlights and storefronts into teal and amber streaks. Centered white text “Meet” scales up, then is replaced by “iPhone16” as the forward drive continues.

On-screen text: “Meet”, “iPhone16”

Techniques: Kinetic type

Camera: Static

05 · Product intro · 0:10–0:12

A first-person view races through a dark tunnel at night, the overhead lights streaking into long motion-blurred lines. The white title iPhone16 holds steady in the center of the frame for the first half second, then clears as the camera keeps moving forward.

On-screen text: “iPhone16”

Camera: Static

06 · Feature reveal · 0:12–0:13

A dark night alley rushes forward at high speed toward a glowing car wash bay, motion blur streaking the walls and a red neon sign. A car's red taillights and a standing figure hold the center ahead as the camera pushes in.

Techniques: Speed ramp

Camera: Static

07 · Feature reveal · 0:13–0:14

A white sedan drives into an automatic car wash tunnel under teal and orange light, then the view shifts to the interior, looking through a wet, beaded windshield. The word Turbocharged scales up in the center of the frame.

On-screen text: “Turbocharged”

Techniques: Kinetic type

Camera: Push in

08 · Feature reveal · 0:14–0:16

Night car interior in rain. A driver holds a phone while Turbocharged scales in at center. Cut to a close-up of hands holding the phone; its screen shows a person in a field as by scales in.

On-screen text: “Turbocharged”, “by”

Techniques: Kinetic type

Camera: Push in

09 · Feature reveal · 0:16–0:17

A hand holds a pink phone case by a rain-streaked car window, then rotates it to show the back with the Apple logo and a dual camera module. A person in a striped shirt sits behind, lit by warm dim light.

Camera: Push in

10 · Feature reveal · 0:17–0:18

A square A18 chip with a brushed-metal Apple logo and a glowing gradient rim sits centered on a dark circuit structure, scaling up as the surrounding panels glow purple and pink.

Techniques: 3D mockup

Camera: Push in

11 · Feature reveal · 0:18–0:19

A 3D chip die glows in purple and pink, the Apple logo and A18 label centered on its surface. The camera sweeps fast across the circuitry, the edges blurring as it moves over the die.

Techniques: 3D mockup

Camera: Push in

12 · Feature reveal · 0:19–0:19

A camera rushes down a dark 3D corridor, purple and blue neon edges streaking past in heavy motion blur. A glowing purple arch frames the right wall as the fast fly-through continues toward the vanishing point.

Techniques: Parallax

Camera: Static

13 · Feature reveal · 0:19–0:20

A fast forward dolly pushes down a dark corridor, a bright light strip blurring along the left wall and a teal glow at the far end, then cuts to a dim interior where a speckled window and a seat sit in shadow.

Camera: Static

14 · Feature reveal · 0:20–0:21

Two people sit side by side in a car at night, each holding a smartphone that shows a bright flash on screen. The handheld camera pans shakily from one face to the other, warm interior light and blurred city lights outside the window.

Camera: Push in

15 · Feature reveal · 0:21–0:22

First-person view from the driver's seat at night, rain beading on the windshield. A hand holds a phone running a fantasy battle game, the thumb tapping the screen as a character fires a pink spell, the car's glowing dashboard to the right.

Techniques: Cursor demo

Camera: Push in

16 · Feature reveal · 0:22–0:23

A dark car cabin at night fills the frame, rain droplets beading on the glass. The view shifts rapidly, smearing the warm lights and the curved dashboard into streaks of motion blur.

Camera: Push in

17 · Feature reveal · 0:23–0:23

A low-angle shot races down a dark city street at night, the camera hurtling forward so buildings, lit windows and neon signs smear into horizontal streaks of green, red and yellow light over a wet road.

Camera: Static

18 · Feature reveal · 0:23–0:24

A fast forward dolly races down a dark city street at night. Building facades and streetlights streak into long horizontal blurs on both sides, converging toward a distant vanishing point as the camera pushes forward.

Camera: Static

19 · Feature reveal · 0:24–0:25

The camera tracks forward through a steep escalator tunnel lined with linear ceiling lights, then levels out at the top facing a row of turnstiles. A faint white word Built holds in the center of the frame throughout the move.

On-screen text: “Built”

Camera: Static

20 · Feature reveal · 0:25–0:32

Night subway platform: the camera glides past commuters seated on orange chairs, one holding a phone with a glowing green lock screen. White centered text builds the phrase Built for Apple Intelligence, then Writing Tools types in with a cursor over a bearded man's face.

On-screen text: “Built”, “for”, “Apple Intelligence”, “Writing Tools”, “Apple Intelligence coming fall 2024. Some features and additional languages will be coming over the course of the next year.”

Techniques: Kinetic type

Camera: Push in

21 · Feature reveal · 0:32–0:32

A bearded man in a dark jacket stands on a dim subway platform as the white title Writing Tools scales up beside him. A rapid whip pan blurs his face and lands on a hand holding a phone, its screen showing a white list of rows.

On-screen text: “Writing Tools”

Techniques: Kinetic type

Camera: Static

22 · Feature reveal · 0:32–0:36

A hand holds a phone in a blurred transit hall. A finger taps Friendly in the Writing Tools sheet, the email body fades to white and rewrites into a polite version, then the phone rotates away with motion blur.

Camera: Pan

23 · Feature reveal · 0:36–0:38

A bearded man in a jacket looks upward in a dim subway station, then the view widens to a platform with standing commuters. The white word Genmoji scales up in the center of the frame.

On-screen text: “Genmoji”

Camera: Push in

24 · Feature reveal · 0:38–0:41

In a station, a man in a plaid shirt holds a blue-cased phone as the white Genmoji wordmark scales in at the right. The shot cuts to a close-up of the screen, where a shrimp emoji in a cowboy hat sits above the keyboard.

On-screen text: “Genmoji”

Techniques: Kinetic type

Camera: Push in

25 · Feature reveal · 0:41–0:44

A woman in a red top walks a subway platform looking at her phone while the headline “More personal Siri” overlays the shot. It cuts to a close-up of the phone in her hand, screen showing a typed query above a keyboard.

On-screen text: “More personal Siri”

Camera: Push in

26 · Feature reveal · 0:44–0:47

A hand holds a tilted iPhone against a blurred terminal background. A finger taps the keyboard to type a Siri query, then the phone turns upright and a white flight-status notification slides down over the home screen.

Techniques: 3D mockup

Camera: Push in

27 · Feature reveal · 0:47–0:48

A dark subway platform with a standing commuter. A pink sign with white lettering blurs past in the foreground as the view races down the empty tracks, platform lights streaking, then settles on the rails leading into the tunnel.

Camera: Static

28 · Feature reveal · 0:48–0:49

A first-person view races forward through a dark teal tunnel. The camera dolly pushes along a central rail as the curved walls and overhead lights streak past in radial motion blur, converging on a bright vanishing point.

Techniques: Parallax

Camera: Static

29 · Feature reveal · 0:49–0:50

A night street shot rushes forward down a narrow lane lined with parked cars, then whips sideways past a lit storefront as a car's headlights streak across the foreground.

Camera: Push in

30 · Feature reveal · 0:50–0:51

A dim restaurant interior with warm pendant lights and seated patrons. The camera whips quickly across the room, smearing the lamps into streaks of light, then settles back onto the tables and doorway.

Camera: Static

31 · Feature reveal · 0:51–0:54

A person in a dim bar holds a phone up to shoot a photo as the white headline 48MP Fusion camera scales up across the frame. The shot then pushes in to an extreme close-up of the phone's triple camera module.

On-screen text: “48MP Fusion camera”

Techniques: Kinetic type

Camera: Push in

32 · Feature reveal · 0:54–0:55

A hand tilts a dark laptop lid in a dim room. The handheld camera sweeps fast across the metal edge, leaving heavy motion blur, while warm lights and shelves stay soft in the background.

Camera: Static

33 · Feature reveal · 0:55–0:55

A dark, out-of-focus close-up shows a pizza on a metal tray at the lower right while a glossy black device edge cuts diagonally across the frame. A hand reaches in from the left as the camera stays soft and slightly shaky.

Camera: Pull out

34 · Feature reveal · 0:55–1:00

A person holds a phone in landscape, its camera app framing a woman at a restaurant table. The handheld camera arcs around the device as the hands tilt it, while the white label Camera Control scales in above the screen.

On-screen text: “Camera Control”

Camera: Push in

35 · Feature reveal · 1:00–1:02

A dim restaurant interior with diners at red chairs whips into a narrow night street as the camera rushes forward, blurring the buildings and a car's taillights into vertical streaks of light.

Techniques: Speed ramp

Camera: Static

36 · Feature reveal · 1:02–1:03

A first-person night drive barrels forward, neon streaks smearing through a dark tunnel, then the frame opens onto a wet road with arches and a clock tower as the right edge blurs with speed.

Camera: Static

37 · Feature reveal · 1:03–1:05

At night, a person in a teal sweater holds a white phone with its glowing screen toward the camera, then rotates it to show the dual-lens back while long green leaves cross the foreground. The phone then swings sideways out of frame.

Camera: Push in

38 · Feature reveal · 1:05–1:07

A hand holds a smartphone in landscape, its camera app pointed at blades of grass, as the white caption “Macro photography” scales in above the device. The screen shows a close-up of leaves and a snail shell.

On-screen text: “Macro photography”

Techniques: Kinetic type

Camera: Pull out

39 · Feature reveal · 1:07–1:07

A green tree frog grips a vertical leaf blade at night, its cream-colored belly and wide eye turned toward the camera. Dark grass blades fill the frame edges, with a faint blue sky and a small orange light in the background. The shot holds still.

Camera: Static

40 · Feature reveal · 1:07–1:08

A macro shot of a green tree frog's head and eye among blurred leaves. A horizontal black bar across the center wipes away to reveal the full image. The frog's golden eye with a horizontal pupil is in sharp focus against a soft blue background.

Techniques: Masking

Camera: Static

41 · Feature reveal · 1:08–1:09

A hand holds a phone horizontally at night, its screen framing a macro shot of a small creature on green leaves. The caption “Macro photography” sits over the image. The view then cuts to a fast, motion-blurred path at night with trees and a street lamp.

On-screen text: “Macro photography”

Camera: Static

42 · Feature reveal · 1:09–1:10

A low camera rushes down a dark, wet street at night. Heavy motion blur streaks the orange streetlights into vertical lines and smears their reflections across the glossy pavement, conveying fast forward motion through an empty urban road.

Camera: Static

43 · Feature reveal · 1:10–1:11

A dim streetlamp glows over a hedge and a dirt path at night. The camera then lunges forward, the frame dissolving into radial motion blur and near-black darkness as the light streaks to a thin vertical line.

Camera: Static

44 · Feature reveal · 1:11–1:14

A rendered character holds a light blue phone on a dark night path, a dog at their feet. The camera swings down to the phone in one hand, then rolls the frame upside down, ending on the glowing screen held with both hands.

Techniques: 3D mockup

Camera: Push in

45 · Feature reveal · 1:14–1:16

A person in a cream top tumbles forward on a dark sandy path at night beside a horse, clutching a small device. White text “Oops resistant” scales in at center. The camera tracks the fall with heavy motion blur, ending on a blurred building.

On-screen text: “Oops resistant”

Techniques: Kinetic type

Camera: Static

46 · Feature reveal · 1:16–1:17

A handheld camera whips through a dark city street at night, the fast spin blurring buildings, streetlights and a passing vehicle into streaks of red, white and teal light.

Camera: Static

47 · Feature reveal · 1:17–1:18

A dark city street at night, the camera moves fast down the empty road, heavy motion blur streaks the streetlights and buildings while a red car passes on the right.

Camera: Static

48 · Feature reveal · 1:18–1:19

A red convertible carrying two people drives through a dim hall with tall grid windows. The camera whips past the open cabin, blurring the driver's hands on the wheel and the passenger as the car moves by.

Camera: Pan

49 · Feature reveal · 1:19–1:21

Night interior of a moving car: the camera arcs from the back seat around the front passengers, who raise their arms and reach across the center console, ending on the driver's wheel and the bokeh of street lights outside.

Camera: Pan

50 · Feature reveal · 1:21–1:21

A handheld camera whips through a dim warehouse with grid windows as a person in a light shirt extends an arm holding a phone with a glowing cyan edge. The label scales in over the outstretched hand.

On-screen text: “Action button”

Techniques: Kinetic type

Camera: Pan

51 · Feature reveal · 1:21–1:26

A person in a striped shirt holds a purple iPhone at a Dutch angle on a wet street. The thumb presses the side button as the white “Action button” label scales up. The camera tilts to the pink lock screen, then pulls back to a first-person view of the phone held out.

On-screen text: “Action button”

Techniques: Kinetic type

Camera: Push in

52 · Feature reveal · 1:26–1:27

A first-person view tilts down at a hand holding a small glowing device above a dark, reflective floor. A red car sits to the left while the handheld camera moves quickly, blurring the dim surroundings.

Camera: Static

53 · Feature reveal · 1:27–1:28

A person in a white shirt holds a phone with a glowing pink screen in a dark, low-lit space. The handheld camera tilts and shakes, passing over a metal grate marked with small red lights.

Camera: Static

54 · Feature reveal · 1:28–1:29

A dim server cabinet with a gridded front panel glows with red LEDs and a round emblem as a hand reaches toward it. The camera then whips in a fast blurred pan, leaving a red light and a thin vertical line against black.

Camera: Push in

55 · Feature reveal · 1:29–1:29

A dark device with a fine grid texture lies tilted on a black surface. The camera whips across it, throwing diagonal streaks of light over the grid, then the frame plunges to black.

Techniques: Light sweep

Camera: Static

56 · Feature reveal · 1:29–1:30

A dark subway tunnel seen from the rails, the camera lunges forward toward a train ahead with red tail lights and a yellow destination sign, the ribbed side walls and overhead lights blurring into horizontal streaks.

Camera: Static

57 · Feature reveal · 1:30–1:31

A fast forward push down the aisle of a subway car blurs the frame as seated passengers on red and blue benches streak past the sides. Fluorescent ceiling lights stretch into the distance toward the far end of the car.

Techniques: Parallax

Camera: Static

58 · Feature reveal · 1:31–1:34

A shaky first-person view sprints down a subway car aisle, then whips up toward the ceiling lights and rolls back down to the seated passengers, heavy motion blur streaking the maroon seats and metal poles.

Camera: Push in

59 · Feature reveal · 1:34–1:37

A first-person view follows two hands holding a phone that plays a racing game inside a moving subway car. Passengers walk past in the soft-focus background. Above the phone, the words Big battery boost appear one by one and scale up, while a small disclaimer sits at the bottom.

On-screen text: “Big battery boost”, “Battery life varies by use.”

Techniques: Kinetic type

Camera: Push in

60 · Feature reveal · 1:37–1:39

A man video calls from a car under the white headline, then a macro of the phone's top edge shows the 5G icon and battery percentage ticking down against a blurred platform.

On-screen text: “Big battery boost”, “Battery life varies by use.”

Techniques: Kinetic type

Camera: Pull out

61 · Other · 1:39–1:40

A woman in a light top sits on a red bench seat holding a red cup inside a dim train car. The camera whips forward through the aisle past rows of seats and a standing passenger, the frame blurring with speed.

Camera: Static

62 · Other · 1:40–1:41

A dark tunnel is seen head-on as the camera flies forward, radial panels and light streaks rushing past. The white word “Leap” pops in at the center and scales up to fill the frame.

On-screen text: “Leap”

Techniques: Kinetic type

Camera: Static

63 · Other · 1:41–1:42

A blue radial light burst fills the frame, thin rays fanning out from the center with a soft lens flare. White lowercase text sits at the center, reading “way”, then swapping in place to “ahead”.

On-screen text: “way”, “ahead”

Techniques: Kinetic type

Camera: Static

64 · Other · 1:42–1:43

A soft blue disc sharpens into a concentric ring tunnel as the view pushes in, warm flares and a small cyan dot surface inside while the outer ring holds a large, static O silhouette.

On-screen text: “O”

Camera: Pull out

65 · Other · 1:43–1:44

An extreme macro of a pink phone's camera lens pulls back to reveal the full dual-lens island on the back of the device, angled against a dark magenta background.

Techniques: 3D mockup

Camera: Static

66 · Other · 1:44–1:45

A green phone's dual camera lenses fill the frame in extreme close-up against a dark teal gradient. The view reframes upward to the top edge, where a large rounded form rises into the lower half of the shot.

Techniques: 3D mockup

Camera: Static

67 · Other · 1:45–1:46

A 3D render of the blue iPhone back turns in space, the camera drifting from a side angle to a top-down view of the dual-lens module and the Apple logo.

Techniques: 3D mockup

Camera: Static

68 · Outro · 1:46–1:47

Two blue iPhone 16 devices float in 3D perspective, stacked edge to edge, one showing its lit screen and one its back with dual cameras. The white iPhone 16 title glows and sharpens behind them on a blue-to-white gradient.

On-screen text: “iPhone 16”

Techniques: 3D mockup

Camera: Static

69 · Outro · 1:47–1:48

A white Apple logo glows at the center of a vertical gradient that shifts from dark indigo at the top to pale lavender below. The mark holds a steady bright halo while the frame stays locked off.

Camera: Static

70 · Outro · 1:48–1:51

A black frame holds a single centered line of small gray caption text that fades in and remains static for the full duration of the shot.

On-screen text: “Apps from the App Store. Honor of Kings: World coming at a later date.”

Camera: Static