Apple Debuts New 'Balloons' Ad Focusing on New iOS 10 Screen Effects Feature in Messages

Apple today shared a new television ad on its YouTube channel, designed to introduce people to the new Screen Effects feature in iOS 10. In the minute-long spot, a sole red balloon drifts through mountains, over the sea, and through hilly terrain to reach the city, where it's joined by hundreds of additional balloons floating through the streets.

The shot pans to an iPhone user who receives a "Happy Birthday" message, where balloons fill up the screen to accompany the text. It ends with the tagline "Expressive messages on iPhone 7. Practically magic."


Introduced in iOS 10, Screen Effects are designed to make the messages experience more emotive, personal, and fun. Screen Effects temporarily alter the look of the Messages display with full screen animations that play alongside text messages. There are several animations, ranging from balloons and confetti to lasers and fireworks.

With certain keywords like "Congratulations!" or "Happy Birthday!" Screen Effects play automatically whenever the relevant text phrase is sent to an iPhone user who has iOS 10 installed.

Related Forum: iOS 10

Popular Stories

iPhone 17 Air Pastel Feature

iPhone 17 Air Battery Capacity and Weight Allegedly Revealed

Monday May 19, 2025 2:22 am PDT by
Apple is expected to launch an all-new ultra-thin iPhone 17 Air later this year, and while there have been plenty of rumors about the camera's overall design and thinness, we haven't heard any details about the device's weight and battery capacity until now. According to the leaker going by the account name "yeux1122" on the Korean-langauge Naver blog, the 6.6-inch iPhone 17 Air has a weight ...
Apple CarPlay Ultra instrument cluster themes 01

Apple's CarPlay Ultra Is Here – Does Your iPhone Support It?

Thursday May 15, 2025 5:17 am PDT by
Apple's recently announced CarPlay Ultra promises a deeply integrated in-car experience, but not all iPhone users will be able to take advantage of the new feature. According to Apple's press release, CarPlay Ultra requires an iPhone 12 or later running iOS 18.5 or later. This means if you're using an iPhone 11, iPhone XR, or any older model, you'll need to upgrade your device to access...
Apple CarPlay Ultra instrument cluster themes 01

Apple's 'CarPlay Ultra' Experience Now Available

Thursday May 15, 2025 5:07 am PDT by
Apple today announced that its next-generation CarPlay experience, now dubbed "CarPlay Ultra" begins rolling out today, starting with Aston Martin vehicles. Subscribe to the MacRumors YouTube channel for more videos. CarPlay Ultra is now available with new Aston Martin vehicle orders in the U.S. and Canada. It will also be available for existing models that feature the brand's next-generation ...
Apple Glass

Apple Smart Glasses: Everything We Know So Far

Wednesday May 21, 2025 8:21 am PDT by
Google made waves yesterday by showcasing a set of lightweight smart glasses featuring deep Gemini integration and an optional in-lens display. The demo has reignited interest in Apple's own smart glasses project, which has been the subject of rumors for nearly a decade. Here's a recap of where things stand. Current Development Status Apple is actively working on new chips specifically...
WWDC 2025 Banner

Apple Announces WWDC 2025 Schedule, Including Keynote Time

Tuesday May 20, 2025 8:13 am PDT by
Apple today announced a more detailed schedule for its annual developers conference WWDC, which runs from June 9 through June 13. The schedule confirms that Apple's keynote will begin on Monday, June 9 at 10 a.m. Pacific Time, with a live stream to be available on Apple.com, in the Apple TV app, and on YouTube. During the keynote, Apple is expected to announce iOS 19, iPadOS 19, macOS 16,...
macOS 16 visionOS Inspired Feature 1

macOS 16: Everything We Know So Far

Tuesday May 20, 2025 7:31 am PDT by
The Worldwide Developers Conference (WWDC), Apple's annual developer and software-oriented event, is less than three weeks away. We haven't heard a great deal about macOS 16 ahead of its announcement this year, so we could be in for some major surprises when June 9 rolls around. Here's what we know so far about the next major update to Apple's Mac operating system. macOS 16 Name? Every year ...
Apple Intelligence General Feature

Report: Apple's Next-Gen Version of Siri Is 'On Par' With ChatGPT

Monday May 19, 2025 9:00 am PDT by
Apple has big plans to improve Siri over the next few years, Bloomberg's Mark Gurman and Drake Bennett report. Some Apple executives are now reportedly pushing to turn Siri into a true ChatGPT competitor. A next-generation, chatbot version of Siri has reportedly made significant progress during testing over the past six months; some executives allegedly now see it as "on par" with recent...

Top Rated Comments

LordQ Avatar
113 months ago
Wow, that ad was brilliant.
Score: 23 Votes (Like | Disagree)
mrwr Avatar
113 months ago
Nice homage to "The Red Balloon" an absolute classic french film from 1956. If you enjoyed this you have to see the original it really is magical!
Score: 21 Votes (Like | Disagree)
Nautilus007 Avatar
113 months ago
I find apples new ads to be stupid. Honestly, my favorite was the retina macbook pro ad they ran years ago for the 15 inch. short sweet and to the point.


Score: 15 Votes (Like | Disagree)
ysr Avatar
113 months ago
Apple's ads been on point lately, amazing!
Score: 10 Votes (Like | Disagree)
pbasmadj Avatar
113 months ago
People really like this that much? Not to be the antagonist, I don't want to be "that guy" but it was far too emo for my taste. Like come on.
Score: 8 Votes (Like | Disagree)
keysofanxiety Avatar
113 months ago
Awwh. That's a really nice advert.
Score: 8 Votes (Like | Disagree)