Apple dropped jaws at the end of their October ‘Scary Fast’ event with a disclaimer saying the event was shot on iPhone and edited on Mac. Now, they’re back with a holiday film shot partially with an iPhone 15 Pro Max and edited partially on a MacBook Air.

The obvious implication is that Apple’s ecosystem of products can be used to create world-class content. The less obvious takeaway is that Apple’s values and culture have driven it to be one of the world’s most valuable companies.

Go deeper behind the scenes of the film here.

Steve Jobs once articulated what made Apple, Apple — and, by associative properties, what made him, him.

One of the ways that I believe people express their appreciation to the rest of humanity is to make something wonderful, and put it out there… And it’s a way of expressing to the rest of our species, our deep appreciation.

Tim Cook took up that mantle: “We focus on making the world’s best products and enriching people’s lives. For us, the most important thing we can do is raise people up.”

These values are evident in Apple’s best products and Apple’s best marketing. They are authentic and apparent in the excellence that pervades the Apple ecosystem. Tim Cook regularly invites the Apple team to “do their life’s work,” build new products that enable customers to do what they couldn’t otherwise do, and enrich people’s lives.

This is the highest-order mission.

Apple’s holiday film is about human connection. It’s about the kind of unexpected impact you can have on a colleague, a customer, or a stranger — even a curmudgeonly boss. It’s a reminder that people matter most.

We’re grateful for the people we get to serve. Deepwater’s mission is to profit from where the world is going. On behalf of our partners, we invest in transformative, high-growth businesses that enrich people’s lives. What a gift!

Thank you for supporting our work and participating in our collective mission.

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