Apple traditionally shares a touching holiday ad in November or December, and this year's spot, Sway, was uploaded to the company's YouTube channel this afternoon.
The ad shows off both the iPhone X and the AirPods, featuring a woman dancing through a snowy city to the song "Palace" by Sam Smith. She runs into a partner, imagines sharing an AirPod with him, and the two of them go on to briefly fall in love before returning to reality where they pass by each other in the street.
Past Apple holiday ads have been well-received and have even won awards, including the company's 2013 ad "Misunderstood," featuring an iPhone 5s being used to capture holiday activities like baking cookies and decorating a Christmas tree.
Last year's ad featured Frankenstein's monster participating in some holiday cheer.
Tuesday October 13, 2026 5:29 am PDT by Joe Rossignol
Apple has launched a new "Switch to Safari" marketing campaign that encourages Chrome users to switch to Safari as their web browser of choice on the Mac.
"Safari is a more powerful and private browser than Chrome," says Apple.
Apple has a new "Switch to Safari" page on its website that outlines more than 10 reasons that Chrome users should switch to Safari, including faster performance...
Monday October 19, 2026 9:37 am PDT by Joe Rossignol
Apple today sent out invites for an experience in Los Angeles on Wednesday, October 28, and the "Pro and tell" tagline on the invitation likely means that the rumored MacBook models with touch-enabled OLED displays will stick with MacBook Pro branding instead of the once-rumored "MacBook Ultra" name.
The long-rumored "iPhone Ultra" ended up being named iPhone Duo, so speculation that Apple...
Tuesday October 20, 2026 11:12 am PDT by Juli Clover
With just three days to go until the iPhone Duo is released, Apple is getting ready for the launch. Behind the scenes, the App Store now has screenshots of Apple's built-in apps running on the Duo. We've seen some apps in marketing materials, but images of the ones we haven't seen give us an idea of what it will be like using the iPhone Duo day to day.
Many apps are shown in landscape...
Apple's first foldable iPhone, with a book-style design featuring a 5.4-inch outer display and a 7.6-inch inner display with a minimal crease down the middle.
