Film is the most useful way to show the prowess of iPhone's long lasting battery. In this 'Relax it's iPhone' ad, we see a tenacious boy pushes it to the limit as he tries to karate chop through a wooden board. All the while his father films him using an iPhone 15 Plus. With each chop he is as unsuccessful as the last. Day turns to night, and he still there, chopping away, but the new iPhone 15 Plus battery is just a relentless, camera still recording... 5 hours later.

"Relax, it's iPhone" is a campaign thought that we've continued to explore in many different ways this year. Each ad stays true to a simple recipe: one hero character, using their iPhone to

As always with these spots I do with Apple it’s an exercise in keeping it as simple as possible. Tell a simple story that connects in a direct way to a feature on the iPhone and land it in a relatable, human and funny place. I always spend a lot of time on casting for these films, because these films will only be as good as the cast.