Magic in the Air

Introducing the new Mac Pro, with the most powerful chip in a Mac. Apple Watch Series 11 with a huge display update. The new Apple Watch SE thats great for the planet, and your wallet. iPhone 17, powered by the new A19 chip. iPhone Air, the thinnest iPhone ever, and iPhone 17 Pro, a beast inside and out.

Here’s what we announced.

Here’s what we announced.

Mac Pro

Mac Pro

The new Mac Pro is the most powerful Mac ever. Sporting the lighting-fast, M4 Ultra chip, tasks like on-device AI, and GPU intensive tasks fly.

The new Mac Pro is the most powerful Mac ever. Sporting the lighting-fast, M4 Ultra chip, tasks like on-device AI, and GPU intensive tasks fly.

Apple Watch Series 11

Apple Watch Series 11

The biggest display on any Apple Watch. The new S11 SIP lets Series 11 fly on your wrist.

The biggest display on any Apple Watch. The new S11 SIP lets Series 11 fly on your wrist.

Apple Watch SE

Apple Watch SE

A huge leap, for a small price. The new Apple Watch SE is great for the planet, and your wallet. It's our very first carbon negative product.

A huge leap, for a small price. The new Apple Watch SE is great for the planet, and your wallet. It's our very first carbon negative product.

iPhone 17

iPhone 17

A Profound leap in speed, and thermal performance, made possible by the new A19 chip cooled by the Thermal Engine.

A Profound leap in speed, and thermal performance, made possible by the new A19 chip cooled by the Thermal Engine.

iPhone 17 Air

iPhone 17 Air

The thinnest iPhone Ever. iPhone Air comes in a beautiful unibody aluminum enclosure. We have created the unthinkable.

The thinnest iPhone Ever. iPhone Air comes in a beautiful unibody aluminum enclosure. We have created the unthinkable.

iPhone 17 Pro

iPhone 17 Pro

A19 Pro brings iPhone 17 Pro to a whole new level. A 48MP telephoto lens makes your zoom shots look great, all in a durable, unibody enclosure.

A19 Pro brings iPhone 17 Pro to a whole new level. A 48MP telephoto lens makes your zoom shots look great, all in a durable, unibody enclosure.

Here’s how we made it.

Here’s how we made it.

📝 Scripting

The scripting began all the way back in January, so over time, it had to constantly be updated to match the current leaks. Zell and I collaborated via Notion, which proved to be very helpful throughout this daunting project.

🎥 Shooting

The many shots seen in the event were captured from February 1 2025, to March 8 2025, and were created using various techniques.

At first, my plan involved my friend's iPhone 16 Pro, mounted atop my Sony FX30 camera. The shots from the Sony looked great and were shot in LOG, however the iPhone shots were rarely used, and I ended up using only the Sony by the end of the project.


Day one included me gathering a few of my friends at the Texas A&M campus, which I felt had a ver "Apple Vibe". There, we shot all the scripted lines for Mac Pro, Apple Watch Series 11, and Apple Watch SE. That day was a difficult shoot, but thankfully, the footage was usable!


After that, I decided it would be much more efficient to just present myself. Some shots, like the iPhone Air presentation, and the intro shots, were filmed outside my house, on a green screen, which I later replaced with background images depicting Apple Park and surrounding architecture.


For iPhone 17 Pro, I decided to shoot on a soccer field. I only did this because I knew Apple does the iPhone Pro announcements at night, and the soccer field tends to have bright lighting at night. The field was very windy and very cold, and a soccer ball almost hit my camera but instead flew between it and I!


You might notice that for many of the scenes, I am shown in both tight and wide shots, speaking fluidly between them. This was done by syncing the audio from the tight shot (where I was able to hide the mic on a stand above frame) with the wide shot of me reading a script with no audio.


The primary shots were shot on Sony FX30, and color graded from LOG to REC 709. in Davinci Resolve Studio. Some additional custom LUTs were used.
Arial shots captured using DJI Mini 3 drone.

💻 Renders / VFX

To properly visualize products that don't yet exist, Zell and I split up the workload, and created 3D renders of each product. This was somewhat the core of the entire project:


"I make so many renders for future Apple products, what if I just published a bunch of them as one cohesive Apple event?"


We used the free software, Blender to create, texture, animate and composite models of the aledged products. This was the most time consuming part of this project, but also the most fulfilling and fun.