Apple Commemorates End Of Actors’ Strike In Spirited iPhone 15 Pro Film
Video screenshot via Apple
Apple is pulling out all the theatrics in a comradely commercial timed with the conclusion of the actors’ strike and festive shopping season.
The protest, led by the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA), recently ended after nearly four months, with a tentative agreement reached between Hollywood actors and major film and television studios. As union members outlined their grievances, pressing questions about the future of entertainment were raised and production was halted across the industry.
The deal, described as “historic” by union president Fran Drescher, includes gains such as increases in pay minimums, protections surrounding digital lookalikes created using artificial intelligence, and a streaming participation bonus. The agreement, which still requires ratification by union members, marks one of the longest and most disruptive strikes in Hollywood’s history. Its resolution is seen as a significant moment for the industry, especially in addressing the challenges posed by the rise of AI and changing compensation structures in the digital age.
The advertisement, called On With The Show and created by Apple’s bespoke advertising agency TBWA\Media Arts Lab, spotlights several of the players that help bring a film to life, including actors, directors, and makeup artists. The crew members sing to Irving Berlin’s There’s No Business Like Show Business while carrying out their duties.
Video screenshot via Apple
The Apple twist is that the big movie the characters are working on is shot on the iPhone 15 Pro, which the tech giant proclaims is “built for show business.” It reveals how blockbuster stunts can be captured using the flagship iPhone in ProRes 4K at 60 fps or with a 5x optical zoom on the iPhone 15 Pro Max, and so on. Catch the spot below.
This article was crafted with assistance from an AI engine, and has been manually reviewed & edited.
