"Start Up" was the opening piece for the hour-long Apple October 2021 Event which aired live on Apple's YouTube Channel, Apple's Event page on Safari, and on Apple devices that support the Apple TV App. Apple collaborated with famed Music Producer, A. G. Cook to create a song entirely from Apple products released across the past 45 years. Some of the sounds sampled for the song include the iMac G3 Startup, MacBook Pro Startup, AirPods Case Closing, iOS Alert, HomePod Minimum Volume, iPod Click Wheel, Note Alert, Email Whoosh, MagSafe Charger, Night Owl Ringtone, HomePod Nope, HomePod PingPong, Mac 2020 Alert, Empty Trash, Message Sent, Message Received, HomePod Device Identify, iPhone Keyboard, Airdrop Invite, Mac Sosumi and Apple Pay.