Apple has launched a new campaign talking up the power of the iPhone 16 Pro’s A18 Pro chip and, well, it’s not the brand’s most inspiring work.
The film, which will roll out globally across broadcast, digital and social media platforms, was created by TBWA\Media Arts Lab in Los Angeles.
‘All Systems Pro’ was directed by Tom Hooper, known for his work on The King’s Speech and Les Misérables, through Smuggler.
The film features a NASA-style control room with a heap of staffers reading out the some of the features enabled by the iPhone 16 Pro’s six-core GPU powerful chipset such as “next-level gaming”, “slow-mo in 4K 120 FPs” cameras and handling “93 unclosed browser tabs”.
Once the launch is fully initiated, the go button is pressed and the iPhone ascends towards the heavens. You even get to see the controversial USB-C charging cable detach from the phone.
