New Apple Watch Series 4 Ad Promotes the 'Freedom of Cellular'

Apple today released a new Apple Watch Series 4 ad named "Flight" that promotes the "freedom of cellular."


Directed by Jonathan Glazer, the one-minute spot shows a woman running on a windy day when a gust suddenly elevates her into the clouds, where she dances freely in the air before falling back into a lake surrounded by mountains. She then receives but declines a call on her Apple Watch Series 4.

Glazer, an award-winning British director, worked with World Champion air dancer Inka Tiitto to choreograph the performance and bring to life the feeling of freedom and weightless movement, according to Campaign.

The ad will premiere during the 2019 BRIT Awards tonight in the United Kingdom.

Related Roundup: Apple Watch 10

Popular Stories

iPhone 17 Pro Iridescent Feature 2

iPhone 17 Pro Clear Case Leak Reveals Three Key Changes

Sunday August 31, 2025 1:26 pm PDT by
Apple is expected to unveil the iPhone 17 series on Tuesday, September 9, and last-minute rumors about the devices continue to surface. The latest info comes from a leaker known as Majin Bu, who has shared alleged images of Apple's Clear Case for the iPhone 17 Pro and Pro Max, or at least replicas. Image Credit: @MajinBuOfficial The images show three alleged changes compared to Apple's iP...
iPhone 17 Pro 3 4ths Perspective Aluminum Camera Module 1

New iPhone 17 Pro Details: Brighter Display, Best Battery Life, and More

Wednesday September 3, 2025 5:33 am PDT by
Apple's iPhone 17 Pro and iPhone 17 Pro Max models will feature a number of significant display, thermal, and battery improvements, according to new late-stage rumors. According to the Weibo leaker known as "Instant Digital," the iPhone 17 Pro models will feature displays with higher brightness, making it more suitable for use in direct sunlight for prolonged periods. The iPhone 16 Pro and...
iphone 16 pro ghost hand

iPhone 17 Pro: 5 Reasons Not to Upgrade This Year

Monday September 1, 2025 4:35 am PDT by
Apple will launch its new iPhone 17 series this month, and the iPhone 17 Pro models are expected to get a new design for the rear casing and the camera area. But more significant changes to the lineup are not expected until next year, when the iPhone 18 models arrive. If you're thinking of trading in your iPhone for this year's latest, consider the following features rumored to be coming to...
iPhone 17 Pro Iridescent Feature 2

iPhone 17 and iPhone 17 Pro Prices Estimated Ahead of Apple Event Next Week

Tuesday September 2, 2025 1:50 pm PDT by
Just one week before Apple is expected to unveil the iPhone 17 series, an analyst has shared new price estimates for the devices. Here are J.P. Morgan analyst Samik Chatterjee's price estimates for the iPhone 17 series in the United States, according to 9to5Mac: Model Starting Price Model Starting Price Change iPhone 16 $799 iPhone 17 ...
iPhone 17 Pro Dark Blue and Orange

iPhone 17 Release Date, Pre-Orders, and What to Expect

Thursday August 28, 2025 4:08 am PDT by
An iPhone 17 announcement is a dead cert for September 2025 – Apple has already sent out invites for an "Awe dropping" event on Tuesday, September 9 at the Apple Park campus in Cupertino, California. The timing follows Apple's trend of introducing new iPhone models annually in the fall. At the event, Apple is expected to unveil its new-generation iPhone 17, an all-new ultra-thin iPhone 17...
iOS 18 on iPhone Arrow Down

Apple Preparing iOS 18.7 for iPhones as iOS 26 Release Date Nears

Sunday August 31, 2025 4:35 pm PDT by
Apple is preparing to release iOS 18.7 for compatible iPhone models, according to evidence of the update in the MacRumors visitor logs. We expect iOS 18.7 to be released in September, alongside iOS 26. The update will likely include fixes for security vulnerabilities, but little else. iOS 18.7 will be one of the final updates ever released for the iPhone XS, iPhone XS Max, and iPhone XR,...
iPhone 17 Pro on Desk Centered 1

Survey: Nearly 70% of Users Plan to Upgrade to iPhone 17

Monday September 1, 2025 8:24 am PDT by
A new survey has found that nearly seven in ten iPhone owners in the United States plan to upgrade to an iPhone 17 model, signaling strong demand ahead of Apple's expected unveiling of the devices at its September 9 keynote. Smartphone price comparison platform SellCell surveyed over 2,000 U.S.-based iPhone users in August to assess upgrade interest and brand loyalty before Apple's event....

Top Rated Comments

44267547 Avatar
85 months ago
Here is my Qualm:

I actually could justify using LTE with the Apple Watch, however, I can’t justify the $15 it will cost me additionally on my carrier bill month with the added fee of $10 and taxes, and to me, that’s more than I’m willing to spend just for the sake of having some notifications and other features. I really would like to see Apple and the carriers corroborate to implement some type of plan that would be more attractive to the user.

If you think about how expensive cellular monthly bills are already, and then you add another $12 to $13-ish on top of that, that’s not very attractive for something that somebody may infrequently use with the LTE function. I know it has its advantages for taking a call and leaving your phone behind, or streaming your music to your AirPods, etc. but I still wonder if the consumer wants to spend this type of money for something that they may not rely on as much as they think. And I think the additional cost can be offputting to want to take advantage of the LTE capability.
Score: 21 Votes (Like | Disagree)
cyberlocke Avatar
85 months ago
Did I see that right? Was it touting the freedom to not accept calls—calls that she's paying ~$10/month to receive?
Score: 19 Votes (Like | Disagree)
bigboyz12000 Avatar
85 months ago
Funny, cellular is far from "free" haha!
Score: 11 Votes (Like | Disagree)
Khedron Avatar
85 months ago
Woman has a midlife crisis and falls into a deep depression.

She tries exercise (and consumerism) to help with it but is overwhelmed by feelings of fear and lack of control.

She decides to attempt suicide by drowning and for a brief time feels she has regained control.

She fails in her attempt and continues to shut out her friends who call to help her.

Weird ad.
Score: 10 Votes (Like | Disagree)
AngerDanger Avatar
85 months ago
I think Apple is setting up their own extended universe akin to Marvel’s. In the AirPods ad, we had the guy who could dance on walls, the HomePod ad had a woman who could shift space and duplicate herself, and now we have a flying chick. I can’t wait for the next installment!

Score: 9 Votes (Like | Disagree)
mrex Avatar
85 months ago
Not going to pay extra to be able to talk via watch - i already have a phone, and when exercising nothing is so important that i have to answer to a call. If i know that i must be able to answer, i can carry my phone with me.. otherwise, the phone stays at home when im out.

Until i can replace my phone with a watch entirely, then i can get a cellular version of the watch and ditch my phone...
Score: 9 Votes (Like | Disagree)