Apple

01 · Featured

Apple's most awarded commercial

The One Show Gold 2022

Apple “Detectives” 2022

Two detectives in a car discuss cinematic focus, with one complaining about being blurry, leading to a humorous reveal about the iPhone's cinematic mode.

Directed by David Shane · Apple · O Positive

See the spot →Every shot in the library

02 · Directors

Notable directors at Apple

Who made the work, and how much of it won awards. From the credits on every spot.

• © Apple4 award-winningAndreas Nilsson4 spots · Apple “Big Fish”
• © Apple3 award-winningDavid Shane5 spots · Apple “Detectives”
• © Apple3 award-winningKim Gehrig3 spots · Apple “I'm Not Remarkable”
• © Apple1 award-winningIan Pons Jewell3 spots · Apple “This Watch Tells Time”
• © Apple1 award-winningFredrik Bond2 spots · Apple “Dive”
• © Apple1 award-winningSeb Edwards1 spots · Apple “The Ultimate Pro”
• © Apple1 award-winningDougal Wilson1 spots · Apple “Unlock”
• © AppleAoife McArdle1 spots · Apple “Capture”
• © AppleRupert Sanders1 spots · Apple “iPhone XR – Color Flood”
• © AppleCANADA1 spots · Apple “iPhone X: Studio in Your Pocket”
• © AppleFrançois Rousselet1 spots · Apple “Miss You”
• © AppleSara Dunlop1 spots · Apple “Welcome To The Club”

03 · Clients

Apple's clients

Every brand in the library, by award-winning work.

• Apple2016–2026

  27 commercials · 14 award-winning

• Apple Watch Series 62020

  1 commercials

• Apple Music2023

  1 commercials

04 · Works with

Who Apple works with

From the credits: the companies behind the spots, by number of spots.

05 · Awards

Apple's awards

Award-winning commercials in the library, by their best award, and the company honours we could source.

• 6

  Ciclope

  .

• 3

  AICP Awards

  .

• 2

  Cannes Lions

  .

• 2

  The One Show

  .

• 1

  Emmy (Outstanding Commercial)

  .

06 · Work

Commercials by Apple

Our visual library has 29 Apple commercials, cut shot by shot. Here: the latest, then the most awarded.

Latest

© AppleApple “The Ultimate Pro” 2026Ciclope Bronze 2026

© AppleApple “Pudding” 2025AICP Awards Winner 2025

© AppleApple “Warren” 2025Cannes Lions Silver 2025

© AppleApple “I'm Not Remarkable” 2025Emmy (Outstanding Commercial) 2026

© AppleApple “Garrett” 2025Ciclope Silver 2025

Most awarded

• © AppleApple “Detectives” 2022Dir. David Shane · AppleThe One Show Gold 2022
• © AppleApple “Pudding” 2025Dir. David Shane · AppleAICP Awards Winner 2025
• © AppleApple “Big Fish” 2024Dir. Andreas Nilsson · AppleAICP Awards Winner 2024
• © AppleApple “New Driver” 2024Dir. Andreas Nilsson · AppleAICP Awards Winner 2024
• © AppleApple “Warren” 2025Dir. David Shane · AppleCannes Lions Silver 2025
• © AppleApple “I'm Not Remarkable” 2025Dir. Kim Gehrig · AppleEmmy (Outstanding Commercial) 2026
• © AppleApple “R.I.P. Leon” 2022Dir. Andreas Nilsson · AppleCiclope Gold 2023
• © AppleApple “Unlock” 2019Dir. Dougal Wilson · AppleCiclope Gold 2018
• © AppleApple “Dive” 2016Dir. Fredrik Bond · AppleCiclope Gold 2017
• © AppleApple “Garrett” 2025Dir. Andreas Nilsson · AppleCiclope Silver 2025
• © AppleApple “Fumble” 2022Dir. Kim Gehrig · AppleCannes Lions Bronze 2022
• © AppleApple “iPhone 12 - Make Movies Like The Movies” 2021Dir. Kim Gehrig · AppleThe One Show Bronze 2021
• © AppleApple “The Ultimate Pro” 2026Dir. Seb Edwards · AppleCiclope Bronze 2026
• © AppleApple “This Watch Tells Time” 2020Dir. Ian Pons Jewell · AppleCiclope Bronze 2020
• © AppleApple “Capture” 2024Dir. Aoife McArdle · AppleAICP Awards Honoree 2025
• © Apple MusicApple Music “Diamonds” 2023Dir. King She · AppleAICP Awards Honoree 2023
• © Apple Watch Series 6Apple Watch Series 6 “It Already Does That” 2020AppleEmmy (Outstanding Commercial) Nominee 2021
• © AppleApple “Apple - Crush” 2024Dir. Vania & Muggia · Apple
• © AppleApple “Napoleon - Breakdown” 2024Dir. Ridley Scott · Apple
• © AppleApple “Watch - Sleep” 2023Dir. Ian Pons Jewell · Apple
• © AppleApple “Arcade - A New World To Play In” 2023Dir. Ian Pons Jewell · Apple
• © AppleApple “Apple - Dive” 2023Dir. Fredrik Bond · Apple
• © AppleApple “Miss You” 2023Dir. François Rousselet · Apple
• © AppleApple “Welcome To The Club” 2023Dir. Sara Dunlop · Apple

07 · For producers

What producers use Apple's page for

1. 01Who Apple hires

   Before a pitch, you need to know which directors and production companies an agency trusts.

   The directors and production companies behind Apple's 29 commercials, spot by spot.

   © Apple© Apple© Apple© Apple

   David Shane · Andreas Nilsson · Kim GehrigOpen Apple in the library →

2. 02Audit an agency's work

   Comparing companies means hunting through reels, trade press and award sites.

   Apple's work by year, brand and award in one place, and the companies with a similar body of work.

   © Apple© The New York Times© Squarespace© Amazon

   Similar: TBWA\Media Arts Lab, Droga5, SquarespaceCompare in the library →

08 · News

Apple in the news

The latest stories we could source.

• 2024-01Andreas Nilsson directed the "Sweater" spot for Apple Card, created by Apple's in-house creative team.shootonline.com
• 2024-10David Shane directed the "Write Smarter" commercial for iPhone 16, created by Apple's in-house agency.shootonline.com
• 2025-03David Shane directed the "Cinematic Slow Motion" film for iPhone 16 Pro, with "Advertising agency Apple Marcom" credited.LBB
• 2025-12Kim Gehrig directed an accessibility short film for Apple, for agency Apple Marcom.shootonline.com

09 · Questions

About Apple