It's all systems pro for Apple

Apple launches a new spot titled All Systems Pro featuring the A18 Pro chip, the most powerful chip ever used in an iPhone.

Directed by Academy Award and Emmy Award winner Tom Hooper (The King's Speech, Les Misérables), the film recreates a NASA-style mission control room to demonstrate the capabilities of the fast and efficient new chip. Mission controllers and engineers give "Go" signals to launch iPhone 16 Pro features, from Apple Intelligence to the advanced camera system to next-level gaming, with the same precision used in space missions.

A18 Pro represents a significant leap in mobile computing performance and is optimised to offer a huge boost in battery life. Users can leverage Apple Intelligence to write, express themselves, and get things done effortlessly; capture 4K120 fps videos in Dolby Vision with super-smooth cinematic slow motion, and immerse themselves in true-to-life gaming with more realistic lighting and reflections.

The campaign launches globally across broadcast, digital, and social media platforms, showcasing A18 Pro as the mission control centre behind every iPhone 16 Pro and iPhone 16 Pro Max operation.