For Miss You, the brief was to write a film that communicated the improved battery life of iPhone 15 Plus, so we dreamt up the idea of a heartbroken plug socket singing out for a love lost. We searched far and wide for the right song to tell the story and ultimately decided to write something new. We worked with songwriter and producer Breyan Isaac and gritty Cleveland rapper Doe Boy to create multiple demos, finally landing on an addictive track that delivers our product story with humor, while remaining authentic and topping the US Shazam charts just two weeks after the release of our spot.

Battery life on iPhone lasts longer than ever and so you need to charge it less often, so we dreamt up the idea of a heartbroken plug socket singing out for a love lost. In Miss You, we see an iPhone owner using his device without a care in the world as a heartbroken power outlet sings for it’s lost connection with the iPhone, “I remember when we were inseparable” cries the vocal. They’re not getting together as much as they used to and it hurts. Cleveland rapper Doe Boy delivers the heartfelt vocals in an original song written for our story.

Improved battery life has been amongst the top motivators for why people upgrade their smartphone. The longer battery life on the iPhone 15 Plus provided an opportunity in a marketplace where more people are holding out on upgrading and holding on to their devices for longer. We needed to identify a unique way to promote the improved battery life of new device that would resonate with these stubborn consumers.

What we learned is that many who were holding on to declining old phones had developed absurd compensating behaviors to make up for their failing phones, this included carrying battered old chargers around, chewed up charging cables, and even purchasing special charging cases.

We came to understand that flashy new features alone aren’t compelling enough. For our battery story, we were inspired by the stories of people’s dependence on their chargers and crafted a story that played on that "absurd" relationship.

When choosing a partner to work with us on this song, we heard some unreleased demos by SALXCO's songwriter and producer Breyan Isaac and honed in on him. The next step was finding a lyricist. We landed on another SALXCO artist, Doe Boy, who had the grittiness but also the raw, heartfelt delivery that we were looking for.

They worked together to create multiple demos for us. After many rounds and revisions, we landed on our hero :30. But we didn’t stop there. Breyan Isaac and Doe Boy agreed to build out a full song together to be released by Doe Boy on his label Epic Records.

Creating a song with hip hop artists for a brand like Apple was a real challenge. We wanted to keep it authentic to the genre while still staying true to the brand. Ultimately, we think we landed on a brand-friendly banger.

Consumer perception about the iPhone 15 battery life improved.

Within two weeks after the first airing, the original song written for the commercial was the most Shazammed track in America and the most added track at Rhythm Radio.

Apple doesn’t provide sale numbers.