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Apple “The Ultimate Pro” 2026

Apple “The Ultimate Pro” (2026) is an Apple commercial directed by Seb Edwards for Apple, produced by Park Pictures. It won one award: Ciclope 2026 Bronze Craft Direction – Direction | Short Form.

This ad showcases the iPhone 18 Pro's advanced features, including its powerful A20 Pro chip, enhanced battery life, professional camera system, and integrated Siri AI, all designed for ultimate performance.

Video: Apple on YouTube

Shot by shot

  1. A black iPhone with multiple cameras on its back is shown in a dark studio, with a bright light emanating from beneath it.© Apple0:07
  2. A close-up shot reveals the Apple A20 Pro chip, glowing brightly within a dark, metallic circuit board, emphasizing its advanced technology.© Apple0:10
  3. A close-up shot of a smartphone's internal components, with text overlayed, on a black background.© Apple0:15
  4. A transparent phone with internal components visible, highlights a large battery and displays the text "A big leap in battery life" on a black background.© Apple0:18
  5. A man with wet hair is seen from the side, looking up, as he floats in a swimming pool, displayed on an iPhone screen.© Apple0:21
  6. A woman in a red shirt is seen on a smartphone screen, with the camera app interface visible, as the phone adjusts focus and exposure.© Apple0:33
  7. A blurred shot of three people running up a grassy hill at dusk, with a transparent phone UI overlay showing camera settings.© Apple0:36
  8. The words "Siri AI" appear on a black background with a colorful light flare, then transition to "Your AI assistant."© Apple0:37
  9. A close-up of the top of a pink smartphone screen shows a dynamic island expanding to reveal a notification.© Apple0:41
  10. A close-up of a smartphone screen displaying a note with action items from an email, with the phone's top edge visible.© Apple0:41

Stills © Apple. Made by Apple, Park Pictures and Seb Edwards.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Highlighting the iPhone 18 Pro's advanced features through sleek visuals and technical specifications.

Tagline: “PRO FURTHER.”

product revealtechnical specifications showcasefeature highlight reelfuturistic aestheticminimalist designpower and performance emphasis

The cut

Length
55 s
Shots
30
Average shot
1.8 s
Format
cgi

What creatives use Apple “The Ultimate Pro” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “The Ultimate Pro”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A black iPhone with multiple cameras on its back is shown in a dark studio, with a bright light emanating from beneath it.© AppleA close-up shot reveals the Apple A20 Pro chip, glowing brightly within a dark, metallic circuit board, emphasizing its advanced technology.© AppleA close-up shot of a smartphone's internal components, with text overlayed, on a black background.© AppleA transparent phone with internal components visible, highlights a large battery and displays the text "A big leap in battery life" on a black background.© Apple
    Frames from Apple “The Ultimate Pro”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Apple “The Ultimate Pro” in order, with its length, framing and what happens in it.

    A black iPhone with multiple cameras on its back is shown in a dark studio, with a bright light emanating from beneath it.© AppleA close-up shot reveals the Apple A20 Pro chip, glowing brightly within a dark, metallic circuit board, emphasizing its advanced technology.© AppleA close-up shot of a smartphone's internal components, with text overlayed, on a black background.© AppleA transparent phone with internal components visible, highlights a large battery and displays the text "A big leap in battery life" on a black background.© AppleA man with wet hair is seen from the side, looking up, as he floats in a swimming pool, displayed on an iPhone screen.© AppleA woman in a red shirt is seen on a smartphone screen, with the camera app interface visible, as the phone adjusts focus and exposure.© Apple
    Length: 55 s · Shots: 30 · Average shot: 1.8 s · Format: cgi

  3. 03Ad ideas: every spot built on a product reveal

    Before you present an idea, you need to know who has done it, and how.

    Apple “The Ultimate Pro” is built on a product reveal. Search the library by idea to see every spot that uses it.

    Jack & Jones “Knit With Wit”© Jack & JonesUber Eats “Pirate's Booty”© Uber EatsHeinz “Mustard x Mustard”© HeinzMarshall “Marshall Introducing Monitor III A.N.C”© Marshall
    Jack & Jones · Uber Eats · Heinz · Marshall

More commercials by Seb Edwards

More from Apple

Award-winning tech commercials

Questions

Who directed the Apple “The Ultimate Pro” commercial?

Seb Edwards directed it, produced by Park Pictures, for the agency Apple.

Which agency made Apple “The Ultimate Pro”?

Apple created it for Apple (2026).

What awards did Apple “The Ultimate Pro” win?

1 awards, including Ciclope 2026 Bronze Craft Direction – Direction | Short Form.

What is the tagline of Apple “The Ultimate Pro”?

“PRO FURTHER.”

Sources for the credits and awards

awards.ciclopefestival.com