Appocalypse begins with a newly hired Apple employee, temporarily seated in a server room, who accidentally unplugs the App Store servers while looking for a spare outlet for his desktop waterfall. His blunder triggers a chain reaction, causing apps all over the world to disappear, and civilization quickly dissolves into chaos. Without apps, people are left helpless, forced to fend for themselves in a post-apocalyptic black market for app alternatives. Social media influencer Brittany Furlan, and Tinder Founder Jonathan Badeen make cameos in this 3-minute film directed by Tom Kuntz.

WWDC is an annual, week-long conference for developers and coders. Kicking off with a keynote presentation, Apple uses the event to make major product announcements and showcase new software and hardware. In Summer of 2017, Apple was in the midst of moving into their brand new headquarters, so beginning the film with a new Apple employee being displaced and having to temporarily sit in a server room was very timely for the brand. The Apple developer community are the life force of the app economy, generating more jobs and money than Hollywood. This film kicked off the event and set the tone for the week ahead.