Apple kicked off its annual WWDC today in San Jose, California with "Appocalypse," a funny, but totally terrifying film that imagines a world without apps.
The short shows how the connected world as we know it goes haywire after a clueless Apple newcomer gets a temporary desk in the App Store's server room, where he decides to unplug one of the contraptions so he can power up his little desk fountain.
People around the globe exercising, eating, Facetiming and playing video games stop in their tracks as the bright little app squares start to disappear, one by one, from their screens.
In act two, we see the aftermath. Folks have to revert to old school ways and apps become analog versions of themselves, sold in a "black market" version of the App store. A pair of dudes in a car cry over having to navigate the streets with a fold-out map, YouTube star Brittany Furlan hands out hard-copies of "selfies," a Lyft driver trolls the road in a horse-pulled carriage calling out for a man named "Brian," a plastic surgeon performs a real-life face-swap on a couple and Kandy Krush becomes just that -- a man hitting sweets on a table with a hammer.
"Keep making apps," the spot reads. "The world is depending on you."
Comedic pro Tom Kuntz, the talent behind celebrated work for Old Spice and DirecTV, directed the film, and Christopher Cross' light pop classic "All Right," provides a soundtrack p to the tale.