Apple covers all its big fall 2018 news in 108 seconds

Published On
Sep 12, 2018

Editor's Pick

“Mission: Impossible” has not only hit the theaters once again--it also landed on Apple Park’s campus, as  part of the brand’s opening film to its 2018 Keynote. To kick off the festivities, Apple debuted this action-packed ride in which an athletic and acrobatically-inclined employee named Alison embarks on quest to get a misplaced silver suitcase to the Steve Jobs theater in time for the big event With only about two-and-a-half minutes to spare and backed by the heart-thumping theme-song of the popular entertainment franchise, she sprints across tables, slides across floors, leaps from staircases and skips across a pond, assisted by Siri, her Apple Watch and other technologies as she negotiates her formidable obstacle course--the Apple Park corporate headquarters.

Alison perseveres throughout despite finding her fellow employee, a guy named Kevin, is equipped with far more advance tech straight out of Star Trek. After one final snafu that Kevin steps in to handle, the precious case finally arrives in the hands of Tim Cook, and its contents turn out to be a downer compared to the new goodies the CEO is about to unveil.

Those Apple conveniently packaged in a fast-paced 108 second film that cuts together all the day’s big announcements: the iPhone’s largest display ever, the Apple Watch’s own bigger face--as well as its new electronic heart sensor that allows you to take an ECG from your wrist; depth control and group Face Time on the iPhone Xs, iPhone XsMax and iPhone Xr, as well as Tim Cook’s Memoji. Odesza’s track “Loyal” serves as the soundtrack.


Sep 12, 2018

Need a credit fix? Contact the Creativity Editors

Project Type