When Apple reached out earlier this year about using the song in the iPhone 16 ad campaign, Kaliko said he was surprised and thrilled for the opportunity.

Voice assistants have a reputation for finicky activation, such as responding to their prompts that are spoken in an ad. Apple may have a fix for that in the works.

This time, Apple nailed it, debuting an AirPods 4 commercial starring mega star Pedro Pascal being his charming self and dancing. The ad is pulled from a short film called Someday that Pascal did ...

But the halftime advertising landscape after the Apple commercial was not just defined by its ever-increasing budgets. Companies also borrowed stylistically from the way Apple approached the task.

But taking down ads now is becoming a pattern for Apple. Since May of last year, Apple has removed four different problematic marketing videos, a mix of commercials and short films.

Last May, Apple apologized for its “Crush!” commercial, which showed a hydraulic press flattening a piano, record player, paint, and other creative tools, only to lift and show its new iPad ...

But the halftime advertising landscape after the Apple commercial was not just defined by its ever-increasing budgets. Companies also borrowed stylistically from the way Apple approached the task.

But taking down ads now is becoming a pattern for Apple. Since May of last year, Apple has removed four different problematic marketing videos, a mix of commercials and short films.

Microsoft is spreading peace outside the Apple store in a hilarious and sweet new holiday commercial.