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 Series 7
Buyer's Guide: Apple Watch (Caution)
Related Forum: Apple Watch

Top Rated Comments

Relentless Power Avatar
44 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
44 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
44 months ago
Funny, cellular is far from "free" haha!
Score: 11 Votes (Like | Disagree)
Khedron Avatar
44 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
44 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
44 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)

Popular Stories

top stories 2jul2022

Top Stories: M2 MacBook Air Release Date, New HomePod Rumor, and More

Saturday July 2, 2022 6:00 am PDT by
The M2 MacBook Pro has started making its way into customers' hands and we're learning more about how it performs in a variety of situations, but all eyes are really on the upcoming M2 MacBook Air which has seen a complete redesign and should be arriving in a couple of weeks. Other top stories this week included a host of product rumors including additional M2 and even M3 Macs, an updated...
Mac Studio IO

Apple Begins Selling Refurbished Mac Studio Models

Thursday June 30, 2022 7:42 pm PDT by
Apple today began selling refurbished Mac Studio models for the first time in the United States, Canada, and select European countries, such as Belgium, Germany, Ireland, Spain, Switzerland, the Netherlands, and the United Kingdom. In the United States, two refurbished Mac Studio configurations are currently available, including one with the M1 Max chip (10-core CPU and 24-core GPU) for...
macbook air m2

Exclusive: Apple Plans to Launch MacBook Air With M2 Chip on July 15

Wednesday June 29, 2022 5:23 pm PDT by
The redesigned MacBook Air with the all-new M2 Apple silicon chip will be available for customers starting Friday, July 15, MacRumors has learned from a retail source. The new MacBook Air was announced and previewed during WWDC earlier this month, with Apple stating availability will begin in July. The MacBook Air features a redesigned body that is thinner and lighter than the previous...
13 inch macbook pro m2 mock feature 2

M2 MacBook Pro Much Slower Than Previous Model

Friday July 1, 2022 2:24 am PDT by
Apple's new 13-inch MacBook Pro with the M2 chip features a significantly slower SSD compared to the previous model, resulting in poorer performance in some workflows, it has been discovered. Specifically, it has been found that the $1,299 base model with 256GB of storage has significantly slower SSD read and write speeds compared to the equivalent previous-generation 13-inch MacBook Pro....