Apple Shares New 'Sway' Holiday Ad Featuring AirPods and iPhone X

Apple traditionally shares a touching holiday ad in November or December, and this year's spot, Sway, was uploaded to the company's YouTube channel this afternoon.

The ad shows off both the iPhone X and the AirPods, featuring a woman dancing through a snowy city to the song "Palace" by Sam Smith. She runs into a partner, imagines sharing an AirPod with him, and the two of them go on to briefly fall in love before returning to reality where they pass by each other in the street.


Past Apple holiday ads have been well-received and have even won awards, including the company's 2013 ad "Misunderstood," featuring an iPhone 5s being used to capture holiday activities like baking cookies and decorating a Christmas tree.

Last year's ad featured Frankenstein's monster participating in some holiday cheer.

Top Rated Comments

soanis Avatar
59 months ago
that's exactly what happened to me yesterday
Score: 44 Votes (Like | Disagree)
Menopause Avatar
59 months ago
Putting your EarPod into another person's ear is highly unhygienic.
Score: 30 Votes (Like | Disagree)
kycophpd Avatar
59 months ago
I just want to know how her iPhone X worked in that cold weather?!?!?!
Score: 29 Votes (Like | Disagree)
berrymetal Avatar
59 months ago
Wtf happened to the 2nd airpod in the end? She didn't take it back... Are they releasing transparent Airpods?
You missed the whole idea of the ad
Score: 27 Votes (Like | Disagree)
Seandroid Avatar
59 months ago
...
How are people not understanding that the majority of this ad is capturing a feeling she had in a split second and didn't literally happen?

The choreography is stunning and I think this ad is beautiful.
Score: 24 Votes (Like | Disagree)
RedGala Avatar
59 months ago
Tbh, that's a pretty good ad.
Score: 22 Votes (Like | Disagree)

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