"iPhone Features x 5"

7 May 2026

1 min 45s

Take five.

This collection of five 15" films for Apple India is nothing short of sensational. Each of them lands a brilliant joke while showcasing an outstanding product feature with an incredible economy of effort. Director Ayappa KM possesses an incredible acumen for comedy, and he makes the most of an excellent batch of scripts.

The production design and styling is out of this world, anachronistically placing the action in a different era of Indian history despite the presence of the advertised devices.

We'd love to let you know who deserves the credit for this authentic looking re-creation of palace life but this being an Apple ad, we are struggling. For a tech company that likes to portray itself as being friendly to creatives, Apple's unwillingness to allow its production partners to share details of who did what remains a stain on their character. Feel free to pass on credits if you have them... we will not reveal our sources, and we are so weary of this pointless, arrogant nonsense from Apple.

Anyway, enough about them, let's concentrate instead on the beautiful work they barely deserve. Each of these five pieces is a mini masterpiece but we particularly love the first one. The gag is dark, to say the least, but it is delivered with a lightness of touch that enables you to overlook the fact that it is essentially a joke about murdering children. It also highlights a feature which many of us would not know about until watching the ad, so that's a win-win.

Across each of the five pieces of work here, there are so many little glances and non-verbal exchanges that enrich the dynamic. This is top tier work, and further proof, as if it were needed, that the best advertising is still to be found in the realm of video, no matter what size of screen it may be displayed upon.

India

Computer Hardware