Description
Apple launches a new spot showcasing the Clean Up feature in the Photos app on iPhone 16 Pro.
Directed by award-winning filmmaker Andreas Nilsson, the amusing film follows a couple as one member uses the Clean Up feature by removing their cat, Garrett. Only to then quickly having to undo the change.
Powered by Apple Intelligence, the Clean Up feature in the Photos app helps users remove distracting objects in a photo while staying true to the moment as they intended to capture it, and offering the flexibility to undo those changes when needed.
The campaign will run across Apple's digital platforms, social media, and broadcast channels, inviting users to discover how Clean Up can transform their photography experience.
The iPhone 16 lineup (iPhone 16 Pro, iPhone 16, and iPhone 16e) was built from the ground up for Apple Intelligence, which delivers helpful and relevant intelligence that helps users write, express themselves, and get things done effortlessly. Apple Intelligence is also available on iPhone 15 Pro and iPhone 15 Pro Max.
Learn more about Apple Intelligence on iPhone 16 Pro: https://www.apple.com/iphone-16-pro/
This professional campaign titled 'Delete the Cat' was published in Multinational Worldwide and United States in July, 2025. It was created for the brand: Apple, by ad agency: Apple Marcom. This Film medium campaign is related to the Electronic Devices and Electronics, Technology industries and contains 1 media asset. It was submitted 5 months ago.
Credits
Agency: Apple Marcom
Director: Andreas Nilsson
Production Company: Biscuit Filmworks
Post-Production Company: House of Parliament
Editing: Rick Orrick, Work Editorial
Sound Design: Apple Marcom
Director of Photography: Lachlan Milne
Music:
Track Name: Katoossa
Artist: Yacine Boularès
