Apple Serves Up a Snowy, Balletic Romance for the Holidays

Share Your Earbuds and You Might Find Love

Published On
Nov 22, 2017

Editor's Pick

Apple's gets romantic this year in its holiday spot: a gorgeous, snowy, balletic film set to Sam Smith's "Palace."

In the spot, directed by Sam Brown via Imperial Woodpecker, a woman plugs in her earbuds to the track as she walks along a snowy street with her phone, and starts dancing (beautifully) to it. She slams into a handsome stranger, offers him an earbud, and the two engage in a gravity-defying balletic performance. Or do they?

We knew there was at least one scenario in which those tiny wireless buds would come handy.

The tagline is "Move someone this holiday."