Created with TBWA\Media Arts Lab, the campaign is the latest chapter in Apple’s long-running “Privacy. That’s iPhone” platform to focus on how Safari helps users navigate the web with greater privacy. 

At the heart of the campaign is a short and unsettling hero film that reimagines online trackers as intrusive “clingers” dressed in metallic tracksuits to show how easily internet users are followed across the web without their knowledge.

As the story unfolds, the trackers relentlessly attach themselves to web users until Safari steps in to block them, illustrating the browser’s privacy-focused approach.

The campaign also highlights Safari’s built-in privacy protections, including Intelligent Tracking Prevention and Fingerprint Defense, which help block online trackers and make it harder for advertisers to identify and follow users across the web.

Through the campaign, Apple aims to raise awareness of online privacy at a time when consumer data is increasingly used across the digital advertising ecosystem.

“Clingers” will roll out globally across television, out-of-home, digital display, social media, cinema, YouTube and Apple’s owned platforms from June 3.

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The move comes after the MacBook Neo, launched in March, began attracting attention online for reasons beyond its specifications. Fans noted that its citrus colour closely resembles Neon Green, the official fandom shade of NCT, sparking a steady stream of social media commentary and light-hearted comparisons.

Online discussions escalated into a widely shared fan phrase, “Neo Got My Mac”, a play on NCT U’s track “Neo Got My Back”. The meme circulated across platforms, driven largely by fan communities rather than official promotion.

Responding to the organic traction, Apple collaborated with TBWA\Media Arts Lab Seoul to rework an existing MacBook Neo video first released on its global TikTok channel. The refreshed version was distributed through Apple Korea’s local channels as an “NCT edition”.

The video retains the original concept, including rhythmic hand choreography and a lineup of MacBook Neo devices synced to music, but incorporates new visual cues tied to the fan conversation. The phrase “Neo Got My Mac” appears during the segment featuring the citrus model, referencing the meme that emerged online.

The MacBook Neo is positioned as Apple’s entry-level Mac laptop, designed to broaden access to the Mac lineup with a lower starting price while retaining core performance and design elements.

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The move, approved unanimously by Apple’s board of directors, follows what the company described as a long-term succession planning process. Cook will continue to serve as CEO through the summer while working closely with Ternus to ensure a smooth transition. 

In his new role as executive chairman, Cook will support certain company initiatives, including engaging with policymakers globally.

“It has been the greatest privilege of my life to be the CEO of Apple and to have been trusted to lead such an extraordinary company. I love Apple with all of my being, and I am so grateful to have had the opportunity to work with a team of such ingenious, innovative, creative, and deeply caring people who have been unwavering in their dedication to enriching the lives of our customers and creating the best products and services in the world,” said Cook. 

“John Ternus has the mind of an engineer, the soul of an innovator, and the heart to lead with integrity and with honor. He is a visionary whose contributions to Apple over 25 years are already too numerous to count, and he is without question the right person to lead Apple into the future. I could not be more confident in his abilities and his character, and I look forward to working closely with him on this transition and in my new role as executive chairman,” he added.

Ternus, currently Apple’s senior vice president of Hardware Engineering, joined the company’s product design team in 2001. Over the years, he has overseen hardware engineering for multiple product categories, including iPhone, Mac, iPad, Apple Watch, and AirPods. He became vice president of Hardware Engineering in 2013 and joined Apple’s executive team in 2021.

“I am profoundly grateful for this opportunity to carry Apple’s mission forward,” said Ternus. “Having spent almost my entire career at Apple, I have been lucky to have worked under Steve Jobs and to have had Tim Cook as my mentor. It has been a privilege to help shape the products and experiences that have changed so much of how we interact with the world and with one another.”

He added, “I am filled with optimism about what we can achieve in the years to come, and I am so happy to know that the most talented people on earth are here at Apple, determined to be part of something bigger than any one of us. I am humbled to step into this role, and I promise to lead with the values and vision that have come to define this special place for half a century.”

As part of the leadership changes, Arthur Levinson, who has served as Apple’s Non-Executive Chairman for the past 15 years, will transition to the role of lead independent director starting September 1, 2026. Ternus will also join the company’s board of directors on the same date.

“Tim’s unprecedented and outstanding leadership has transformed Apple into the world’s best company. He’s introduced groundbreaking products and services time and again, and his integrity and values are infused into everything Apple does,” said Levinson. “On behalf of the entire board of directors, we are incredibly grateful for his countless contributions to Apple and the world, and we are thrilled he will now be executive chairman. We believe John is the best possible leader to succeed Tim and as he transitions to CEO we know his love of Apple, his leadership, deep technical knowledge, and relentless focus on creating great products will help lead Apple to an extraordinary future.”

Cook also acknowledged Levinson’s contributions to the company’s board.

“I want to thank Art for the incredible work he has done leading the board of directors for the past 15 years,” said Cook. “I have always found his advice to be invaluable and I appreciate his thoughtfulness and his unwavering dedication to the company. I am grateful he will serve as our lead independent director, and I look forward to working with him in my new role.”

Cook joined Apple in 1998 and became CEO in 2011, succeeding Steve Jobs. During his tenure, Apple expanded its global presence to more than 200 countries and territories, introduced new product categories such as Apple Watch, AirPods, and Apple Vision Pro, and grew its market capitalisation from about $350 billion in 2011 to roughly $4 trillion.

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Developed with TBWA\Media Arts Lab Tokyo, the campaign depicts the “A” logo evolving into multiple portals, each representing a different app category. These “universes” are rendered in distinct visual styles by 13 artists and animation studios from around the world.

The work features contributions from Japanese artists including manga creator Chika Umino (March Comes in Like a Lion), alongside Chalkboy, Hikaru Ichijo, POOL, and Haruko Hayakawa. It also incorporates characters from apps such as Pokémon Sleep, LINE, Chiikawa Pocket, Royal Kingdom, and Battle Cats.

The campaign’s three films are set to the unreleased track “Fashion” by K-pop group IVE, with voiceover by the group’s Japanese member REI. The line “Take any first step with App Store” is used across the films.

As part of the rollout, a digital out-of-home (DOOH) installation will be staged at Shibuya Station, introducing commuters to the different app “universes” featured in the campaign.

The campaign is being deployed across television, digital, social media, and out-of-home channels in Japan.

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Directed by Vietnamese creative director Phương Vũ (Antiantiart) in collaboration with TBWA\Media Arts Lab Vietnam, the campaign centres on an interactive film that unfolds across three chapters, allowing viewers to navigate the scene in all directions and explore the artist’s world from within.

The project was produced using eight synchronised iPhone 17 Pro devices with genlock, enabling a fully navigable 360-degree format. The approach reflects Apple’s continued push to showcase the device’s video capabilities through immersive storytelling formats.

Beyond its visual execution, the campaign incorporates interactive elements designed to drive audience participation. Hidden details are embedded throughout the film, including recurring references to the number 23—linked to the artist’s birthday—as well as concealed URLs that unlock previews of upcoming tracks. Additional clues, such as encoded audio revealed through altered playback speed, further extend the experience beyond the initial viewing.

The trailer premiered on MCK’s YouTube channel on 3 April at 23:23 (Vietnam time), where users can explore the video dynamically. The campaign is also being distributed across Instagram and digital out-of-home placements at Nguyen Hue Walking Street, supported by behind-the-scenes content on Apple Vietnam’s YouTube channel.

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The mixed-media short blends live-action storytelling with handcrafted stop-motion animation to tell the story of Lin Wei and a lost dog named Little White, who find a home in each other and rekindle Lin Wei’s spark for life.

“The most important shot in this film comes when the dog, Little White, runs toward Lin Wei. Using slow motion magnifies the emotional impact by extending the moment,” says Bai Xue.

Lead animal coordinator Hao Shuai adds, “When shooting, large devices tend to distract animals during takes, but iPhone is so small that it eliminates many of the hurdles we’d normally face.”

Cinematographer Gao Wei Zhe says, “Shooting on iPhone opened up more possibilities and broadened our imaginations. We can use 8x optical-quality zoom to focus on a character while still capturing the wider environment. The lightweight design of iPhone also enables perspectives similar to those of animals.”

The stop-motion sequences were handcrafted by creative studio BUCK and shot using the iPhone 17 Pro’s still photography capabilities. 

Each character features custom internal armatures designed for thousands of micro-movements, alongside more than 20 hand-painted, interchangeable mouth expressions, animated frame by frame to match voice performances by well-known Chinese actors.

“Everything you see on screen in the stop-motion portion was built by hand, with care and love,” says Ege Soyuer, creative director at BUCK. “There’s something magical about knowing that what you see on screen actually exists in the real world, under lights, on a miniature set, moved millimetres at a time by real people.”

Beyond the film, the integrated campaign spans broadcast, digital, and social platforms, and encourages audiences to capture their own pets during Chinese New Year. 

Douyin pet creator Ke Ming, who voices one of the animated characters, hosts a behind-the-scenes vlog using Dual Capture, alongside additional how-to videos and creator collaborations highlighting features such as 8x zoom and the Center Stage front camera.

The campaign was created by TBWA\Media Arts Lab, Shanghai, with live-action production by Shooting Gallery and stop-motion production by BUCK. 

Character design for the stop-motion sequences was led by Mackinnon & Saunders, with sound by CODA Music and finishing by Heckler.

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The campaign film, created by Apple Marcom, follows disabled students as they use Apple products and accessibility features in their daily routines, from studying to socialising, to illustrate what the full college experience looks like on their own terms.

Backed by a celebratory musical number, the film highlights a wide range of accessibility tools built into the Apple ecosystem. This includes new features such as Magnifier for Mac, Braille Access, and Accessibility Reader, as well as longstanding tools like VoiceOver, AssistiveTouch, and Live Captions. These capabilities appear throughout students’ day-to-day activities, supporting learning and expanding opportunities for connection.

The film is directed by Kim Gehrig, who previously helmed Apple’s award-winning accessibility short “The Greatest” in 2022. It features Deaf and disabled college students performing together across campuses, dormitories, and house parties, expressing the message that “remarkable” should apply to everyone.

The campaign also underscores Apple’s long-running work in accessibility. The company established its first office dedicated to disability in 1985, five years before the passage of the Americans with Disabilities Act, and has since introduced dozens of built-in accessibility features. Recent creative efforts have continued to centre disability representation, including Taika Waititi’s “The Lost Voice”, the Paralympic tribute “The Relay”, the Emmy-nominated “Heartstrings”, and the Parkinson’s docu-style series “No Frame Missed”.

The campaign rolls out globally across broadcast, digital platforms, and social media for the International Day of Persons with Disabilities.

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The directives, issued under the Online Criminal Harms Act (OCHA), are aimed at preventing scammers from impersonating Singapore government agencies on the two messaging platforms.

Since July 2024, government agencies have used the “gov.sg” SMS sender ID to help the public distinguish legitimate messages. However, current safeguards such as the SMS Sender ID Registry (SSIR) apply only to SMS, leaving iMessage and Google Messages outside the system.

Authorities noted that while government agencies do not use the “gov.sg” ID on these platforms, users may still confuse spoofed messages for official ones because they appear alongside SMS and are not easily distinguishable.

Police said they have identified scams involving the impersonation of other SSIR-registered sender IDs on the two apps, including more than 120 cases involving SingPost.

Under the directives, Apple and Google must introduce two measures to prevent spoofing of “gov.sg” and other government agency names on iMessage and Google Messages:

• Prevent accounts and group chats from displaying names that spoof “gov.sg” or government agencies, or filter messages from such accounts and chats.
• Ensure that the profile names of unknown senders are either not displayed or shown less prominently than their phone numbers to help users better identify unfamiliar contacts.

Apple and Google have indicated they will comply with the directives. The authorities urged users to keep their messaging apps updated to ensure the latest safeguards are active.

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The short film opens with a stirring narration, “Every story you love, every invention that moves you, every idea you wished was yours, all began as nothing. Just a flicker on a screen, asking a simple question: What do you see?”

Voiced by the late Dr. Jane Goodall, DBE, the film invites viewers to reimagine the blank screen not as emptiness, but as infinite potential—a space where ideas, inventions, and art take shape.

Accompanied by Goodall’s narration is the blinking cursor as the central visual input of the film. 

It then featured a montage of scientists and filmmakers to musicians and designers—all united by the same glowing canvas of the Mac.

As Apple described, “From groundbreaking discoveries to award-winning films—all of it starts from nothing. Endless possibility is waiting, what will you make with it? Great ideas start on Mac.”

Set to an original score by Emile Mosseri, the campaign intertwines scenes of discovery and creation.

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Titled ‘Let Loose’, the music video is a personal project for Wang, which he co-directed with Ojun Kwon. The film explores his transformation and artistic evolution, portraying his journey of overcoming difficult times and embracing a renewed sense of self.

Produced entirely on the iPhone 17 Pro in partnership with TBWA\Media Arts Lab Shanghai, the video highlights Wang’s dynamic performances while demonstrating the device’s upgraded camera system. The new 48MP telephoto lens with 8x optical zoom, the 48MP ultra-wide camera, and support for 4K 120 fps recording were used to capture sharper details, flexible framing, and smooth slow-motion sequences.

The release forms part of a wider campaign that includes brand films, social content, and behind-the-scenes tips from Wang on maximising the iPhone’s creative tools. The rollout spans Apple’s and Wang’s digital platforms, along with outdoor activations in Shanghai, Suzhou, and Tianjin.

The campaign debuted on September 10, with the full music video launching on September 12, 2025.

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