Tag: Apple

Indonesia – Apple has reportedly secured local content certificates from Indonesia’s industry ministry for 20 products, including the iPhone 16. However, the company still requires approvals from other ministries before it can begin sales.

According to a recent Reuters report, ministry spokesperson Febri Hendri Antoni Arief stated that Apple has been granted local content certificates for 11 phone models and 9 tablets after meeting the necessary requirements. He added that the company still needs approvals from the communications and digital ministry, as well as the trade ministry, before it can sell its products in Indonesia.

The issuance of these certificates follows Reuters’ report last month that Apple has invested over $300m in Indonesia. Minister Agus Gumiwang Kartasasmita stated that the investment includes a software research and development centre near Jakarta and manufacturing plants for product components, including AirPods.

The minister also described the months-long negotiations with Apple as “tricky.”

“There’s a principle of justness that we’re trying to uphold. As much as it can add value to the red and white,” Agus said at a press conference, as quoted by Reuters.

Agus has not yet provided a timeline for when Apple will receive approval to sell the iPhone 16 in the country.

Apple, along with Indonesia’s communications and trade ministries, did not immediately respond to Reuters’ requests for comment. 

This agreement is a key step for Apple and Indonesia, easing tensions after last year’s iPhone ban over local content rules. It was previously reported that Apple proposed increasing its investment tenfold to $100 million—up from $10 million—to persuade Indonesia to lift the ban.

China – Apple and Alibaba Group are reportedly forming a partnership that will integrate Alibaba’s artificial intelligence technology into iPhone services in China.

Alibaba Group chairman Joe Tsai announced the partnership during an interview with Jeffrey Katzenberg at the World Government Summit in Dubai, Bloomberg reported.

The report states that Alibaba’s technology will power the iPhone’s AI services in China.

“Apple has been very selective, they talked to a number of companies in China, and in the end they chose to do business with us; they want to use our AI to power their phones,” Tsai made the remark in the interview, as quoted by Bloomberg.

Tsai further explained that Apple has yet to roll out its full suite of AI features in China due to regulations that require the company to partner with a locally accredited firm.

In a separate report, Reuters highlighted that Alibaba’s Hong Kong-listed shares surged as much as 9.2% to HK$124.3, their highest level since January 2022. The stock later pared its gains, closing up 2.6%.

According to Reuters, the landmark deal puts an end to months of speculation about Apple’s AI strategy in the region, as the iPhone maker had been in talks with Chinese tech giants such as Baidu, ByteDance, and Tencent.

It remains unclear whether Apple’s partnership with Alibaba will follow a similar model to that of iPhones outside China, which use a combination of Apple’s proprietary AI and OpenAI’s ChatGPT.

This partnership is seen as a significant win for Alibaba, which is currently competing with major domestic rivals in China’s highly competitive AI market. It is worth noting that Alibaba has recently intensified its efforts in the AI race with the release of its Qwen 2.5 models, which the company claims can rival the leading open-source AI models available.

Vietnam – Apple has revealed its second ‘Shot on iPhone’ campaign with a new music video celebrating Tết, the Vietnamese New Year.

‘Save the Music,’ was done in collaboration with TBWA\ Media Arts Lab Southeast Asia, featuring Vietnam-based artist Wren Evans. 

The music video was directed by C Prinz through the production company Smuggler. Meanwhile, Heckler Singapore worked on its post-production. C Prinz also collaborated with Vietnam’s BƯỚC NHẢY dance crew and choreographer, Tyrik Patterson, to ensure that the sequences appear cinematic for all social media platforms.

Highlighting the capabilities of iPhone 16 Pro, the music video was shot entirely using the phone’s camera, showcasing its slow motion, zoom, and stabilizing features.

Centered on Evans’ love for music, the video also highlights Vietnam’s culture of creativity to inspire others to take on a distinct artistic direction.

The music video, launched ahead of Tết celebrations across social media channels, aims to inspire others to dance and capture their experiences using the camera.

Japan – Apple, in partnership with TBWA\Media Arts Lab Tokyo, has unveiled its latest campaign celebrating the remarkable creativity and innovation of Japanese university students, spotlighting their achievements through dynamic extracurricular groups.

Titled ‘Mac for Students’, Apple’s campaign celebrates the ingenuity and innovation thriving within Japan’s university extracurricular groups, known as “circles.” These student-led teams are breaking new ground in fields such as hybrid rocket engineering, stop-motion animation, game development, and sports analytics.

The campaign showcases how Mac and iPhone empower students to bring bold ideas to life and collaborate creatively. Whether mastering engineering with Fusion 360, crafting art with Adobe Creative Suite, or analysing sports with SPLYZA Teams, Apple’s new campaign spotlights Mac as the ultimate tool for innovation across disciplines.

Directed by Koichi Tokuhira, the campaign spotlights four university circles: SARD from Muroran Institute of Technology (Hybrid Rocket Engineering), studioJACA from Tama Art University (Stop-Motion Animation), freshmeeeeeeen from Osaka Electro-Communication University (Game Development), and ULTIMATES, the Women’s Lacrosse Team from Rikkyo University (Sports Analytics).

The campaign features students sharing their stories, showcasing how they achieved groundbreaking work with Mac. It debuts on January 2 during the Hakone Ekiden broadcast, a historic New Year’s marathon relay symbolising the teamwork and determination that

Indonesia – Apple Inc. is reportedly planning a US$100m investment in Indonesia in an effort to convince the government to lift its sales ban on the iPhone 16. 

According to a Bloomberg report, sources familiar with the matter revealed that Apple has proposed increasing its investment tenfold to US$100m, a significant jump from its earlier commitment of approximately US$10m.

Apple’s earlier investment plan in Indonesia focused on establishing a factory in Bandung, southeast of Jakarta, to produce accessories and components. 

However, after Apple submitted its revised offer to increase the investment, Indonesia’s Ministry of Industry reportedly called on the tech giant to redirect its plans toward developing research and development capabilities for its smartphones within the country.

The unnamed sources noted that the Ministry of Industry has yet to make a final decision on Apple’s latest proposal.

Bloomberg further reported that after Apple’s initial proposal, the Ministry of Industry requested a meeting between senior company executives and Minister Agus Gumiwang Kartasasmita. However, upon their arrival in Jakarta, the executives were informed that the minister was unavailable and instead met with the ministry’s director-general.

Apple’s investment proposal follows last month’s decision by Indonesia’s Ministry of Industry to block domestic sales of the iPhone 16, citing the company’s failure to meet the country’s 40% local content requirement for smartphones and tablets.

Indonesia – Apple has reportedly been barred from marketing and selling its new iPhone 16 in Indonesia due to non-compliance with local investment regulations.

According to a report from Bloomberg, Indonesia’s Ministry of Industry has blocked the domestic sale of the iPhone 16, citing PT Apple Indonesia’s failure to meet the country’s 40% local content requirement for smartphones and tablets.

To meet Indonesia’s local content requirements, Apple must invest in the country. Additional strategies include sourcing materials locally and employing Indonesian workers.

However, in early October, a ministry spokesperson disclosed that Apple had invested only 1.5 trillion rupiah ($95 million) in Indonesia, falling short of its pledged 1.7 trillion rupiah.

Notably, Apple has established four developer academies in Indonesia instead of setting up a manufacturing facility. However, in April, CEO Tim Cook mentioned that the company was exploring the feasibility of local production.

The ministry disclosed that approximately 9,000 iPhone 16 units have entered Indonesia, brought in by travellers or delivered by post. While these devices are permitted for personal use, they are strictly prohibited from being sold commercially.

Although purchasing the iPhone 16 from abroad is an option, Bloomberg noted that this path may be challenging for Indonesian buyers. Since 2020, Indonesia has required all phones bought overseas to be registered with the government and subjected to a significant tax.

The ministry also clarified that Apple’s older products remain available for sale in Indonesia. 

Malaysia – Apple will open its first store in Malaysia, becoming the company’s newest location as it expands across Asia. It is the first Apple Store to open in Malaysia, creating a whole new set of potential for both the brand and its dedicated customers. 

In a statement, Apple announced its intention to open its first shop in Malaysia, with the store projected to be in Kuala Lumpur. Customers will have access to the complete line of Apple products and services at this shop, including the newest iPads and iPhones, Mac computers, Apple Watches, and more. 

The Apple Store will offer direct job opportunities as it seeks store leaders, experts, and creatives capable of providing the unique Apple retail customer experience. Local training activities will be conducted to help establish a skilled team that can support consumers and interact with the larger community. 

A key component of Apple’s strategic global expansion plan, which aims to meet the diverse needs of customers worldwide, is the company’s increased presence in Asia. Through this attempt, Apple is able to better serve a wider range of consumers and understand the needs and preferences of customers from a variety of backgrounds and cultures. The opening of this new location in Malaysia is Apple’s commitment to growing its customer base. 

With its growing presence in Asia, the business promises to continually present solutions and provide customer service to its growing customers. As Apple continues to develop and grow, these international endeavours highlight the significant degree to which technology has become ingrained in society globally, enabling people to stay connected, productive, and enthralled with technology. 

Singapore – Apple has announced a new expansion in its Singapore at Ang Mo Kio, declaring that they will be investing $250m to said campus. This adds to Apple’s milestone in over four decades of work fostering job creation and deep connections with the local community, and will provide space for growth and new roles in AI and other key functions.

Today, Singapore serves as a central operations centre for Apple in the region, and is a hub for critical roles in software, hardware, services, and support. The country is also home to three vibrant Apple Store locations.

Tim Cook, CEO at Apple, said, “Singapore is truly a one-of-a-kind place, and we are proud of the connection we’ve built with this dynamic community of creators, learners, and dreamers. With our growing campus, Apple is writing a new chapter in our history here. Our Singapore teams have played an important role in enriching the lives of our customers — and we can’t wait for many more decades of innovation to come.” 

Apple opened its first facility in Singapore in 1981 with 72 employees focused on Apple II, and has since grown to include a team of more than 3,600 that contributes to every part of the company. 

Across Singapore, Apple supports more than 60,000 jobs through direct employment, its supply chain, and the iOS app economy. The company also works with educational institutions, businesses, and organisations using technology and innovation to build a brighter world.

Lastly, like all Apple facilities, the expanded Singapore campus will run on 100 percent renewable energy. Once complete, the office aims to attain LEED Gold certification. Apple has been carbon neutral for its corporate operations since 2020 and has run all of its facilities using 100 percent renewable energy since 2018.

Kuala Lumpur, Malaysia – As Malaysia basked in the joyous celebration of Hari Raya, Apple has launched its latest campaign focusing on the innovative Face ID technology of the iPhone 15. Set against the backdrop of familial gatherings during this joyous occasion, the campaign humorously addresses the age-old dynamics of family privacy intrusion, particularly among the younger generation. 

For this campaign, Apple tapped its bespoke advertising agency, TBWA\Media Arts Lab Singapore, to create a campaign film that will run across TV, TVO, cinema, digital, and social. 

MARKETECH APAC spoke exclusively with the team at TBWA\Media Arts Lab Singapore to learn more about the agency’s creative strategy for this campaign and how it effectively leverages the cultural significance of Hari Raya to resonate with Malaysian audiences.

Unlocking the campaign

In the heart of the campaign lies the scenario titled “Nice Try!” where a bustling Hari Raya dinner becomes the stage for familial antics. 

As an abandoned pink iPhone flickers to life with message notifications, a nosy aunt seizes the opportunity to peek into her niece’s private affairs in an attempt to investigate the romantic texts the niece is getting from her secret boyfriend. 

However, she is immediately stopped by the phone’s Face ID security feature. What follows is a comedic, yet futile attempt by other family members to crack into the device. 

The campaign pokes fun at overprotective elders who are eager to know what’s going on in their young ones’ lives. It also aligns with Apple’s broader campaign titled ‘Relax, It’s iPhone’ that highlights the benefits of owning the latest phone device. 

TBWA\Media Arts Lab Singapore’s creative strategy is to put a spotlight on teenagers, the generation who arguably place the most value on their privacy today. The team wanted to show that, in a family gathering as big as Hari Raya, while sharing, caring, love, and respect are important, privacy is as well. 

“Remember how we used to put padlocks on our diaries so our overprotective parents couldn’t get into them? These days, the phone isn’t just a teenager’s diary; it’s their social life, their identity, and much, much more. You can imagine how badly a concerned parent in 2024 would want to get into their teenage child’s phone,” the agency explained. 

Connecting through humour and charm 

Central to the campaign’s narrative is the cultural backdrop of Hari Raya, one of Malaysia’s most significant religious festivals. Leveraging the idea of typical familial gatherings and the inevitable barrage of inquiries that accompany them, TBWA\Media Arts Lab Singapore ensured that the campaign would resonate with Malaysian audiences on a deeply relatable level. 

Employing meticulous casting to ensure authentic portrayals of the characters in the film, the campaign worked to capture the essence of the quintessential ‘aunty’ figure that every Malaysian knows and relates to. 

The agency shared, “There is always that one aunty you’d see only once a year at Hari Raya. She’d corner you and won’t stop interrogating you until she knows everything. We knew every Malaysian would recognise that character, and our most important task was to get the casting and performance right.”

Another important note is that while the campaign addresses the universal theme of privacy invasion, it does so with a touch of humour and charm. 

TBWA\Media Arts Lab Singapore made sure that the aunties or any of the relatives weren’t portrayed as villains. Rather, the campaign portrays them as well-intentioned individuals expressing concern for their loved ones—a subtle nod to the cultural norms of familial care prevalent during Hari Raya. 

By striking this delicate balance, the campaign succeeds in eliciting laughter while fostering a sense of familiarity and connection with the audience.

Tokyo, Japan – Apple’s latest ‘Shot on iPhone’ film in Japan has adapted the 1986 suspense drama manga series ‘Midnight’ by legendary mangaka Osamu Tezuka, and was conceptualised by TBWA\Media Arts Lab Tokyo.

The film was shot entirely using the iPhone 15 Pro, and was directed by popular Japanese director Takashi Miike. ‘Midnight’ is a thrilling, suspense drama about a taxi driver who encounters strange passengers while making his night rounds. In Apple’s latest film, the driver is pulled out of his way to help a female truck driver, Kaede, who is running from a hitman.

Primarily filmed in dark streets of Tokyo, “Midnight” illustrates the robust low-light and cinematic capabilities of iPhone 15 Pro and iPhone 15 Pro Max. From capturing crisp details of the characters under the colorful city lights to the stabilization of the live-action fighting shots, iPhone 15 Pro has the best features for creating films right in the palm of your hand. 

Moreover, the film combines live-action shots with CGI and pioneers the use of the LiDAR scanner on iPhone in film post-production, in order to create the 3D model base for the Taxi and its iconic fifth wheel.

“Mr. Tezuka is something of a god among manga artists so it was an honor to take on the challenge of expressing his work using only iPhone. As we were shooting, I naturally began to challenge myself to think about how we could make a work unique to iPhone, beyond the usual approach to a film. I truly felt that the iPhone has the power to do things that a conventional movie camera can’t,” Miike said.

The “Midnight” film premiered on YouTube on 6 March, and will be released on apple.com/jp, Abema TV, and Apple TV on 7 March. The full film and the behind-the-scenes will play in select taxis all around Tokyo after 10 PM until morning. The campaign will also be supported by broadcast, magazine, OOH, DOOH, digital and social.