Creativity

Got 107 Seconds? Apple's Boiled Down Its iPhone 7 Launch Event for You

Fast-Paced Web Video Drums Home the Must-Know Details

By Simon Dumenco. Published on Sep 07, 2016

Editor's Pick

"Try not to blink," this fast-paced web video implores us via an on-screen message. Titled "iPhone 7 and iPhone 7 Plus in 107 seconds," the video boils down Apple's big product launch event to a little under two minutes for those of us who didn't have a chance to catch the full livestream (or attend in person).

Set to a vigorous, drum-driven soundtrack, it includes clips of James Corden's "Carpool Karaoke" drive with Pharrell and Apple CEO Tim Cook to the event auditorium, as well as plenty of product-porn shots of the new phones, including the Jet Black edition ("Black so black it's black to the core"), a staccato break-down of the new specs (e.g., the A10 Fusion chip, water resistance), as well as a few beautiful photos taken with the new low-light camera.

"Oh yeah, and the heaphone jack from over 100 years ago has been removed (shocker)," the video adds in another on-screen message, by way of introducing its wireless "magical headphones called AirPods."

(Though the title of the video only mentions the new phones, the new editon of the Apple Watch also gets plugged at the end.)

There -- with all that time you just saved, maybe you can squeeze in a quick trip to an Apple Store or Apple.com to preorder one or more of these new toys? Clearly that's what Tim Cook & Co. are hoping.

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Credits

Date
Sep 07, 2016
Client:
Apple

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