"Apple – Don’t Blink"

Missed our big launch news? Here it is in 107 seconds. Don't blink.

Voiceover, Dialog, Spoken Text, Script, or Lyrics

One nit is approximately the light emitted by a common candle. Therefore, a thousand nits equals a thousand candles worth of brightness.

(Lyrics) Sweet home, Alabama

Written Text

This Is Apple's Big Launch
in 107 seconds
Try not to blink
Tim Cook
James Cordon
Carpool to the auditorium
Tim walks onto the stage
He says
Hello everybody.
I have something to show you
This is 7
Two sizes.
Two new blacks.
Black black.
And really black.
Jet Black.
Black so black
It's black to the core.
Here's the whole lineup
It has an A10 Fusion chip
a customizable Home button
two speakers
a 25% brighter Retina HD display
the longest battery life of any iPhone ever
and a totally new 12 megapixel camera
that takes unbelievable photos even in low-light situations like:
The 7 Plus has all of that plus another camera
two total with incredible optical & digital zooms
and the design has been re-engineered to make the 7 resistant to [water]
Oh yeah
and the headphone jack from over 100 years ago
has been removed
for the more versatile Lightning port
or you can go wireless
super wireless
with these smart quick-charging
magical headphones called AirPods
What time is it?
This is the new
Apple Watch Series 2
Water resistant.
Really water resistant.
It has built-in GPS.
A super fast dual-core processor.
A bunch of new faces.
A bunch of new bands.
Plus there's this little partnership
Apple Watch | Nike+
And this 4x stronger than steel ceramic one
All with our brightest screen ever
at 1,000 nits.
Thank You NYU Professor of Physics
Back to the stage.
Tim says check out all of this other stuff:
The iPhone 7 has
a six-element camera lens,
Optical Image Stabilization,
an f/1.8 aperture,
wide color capture for more vibrant photos
A Quad-LED True Tone flash that is 50% brighter than the iPhone 6s,
faster focus,
a new 7 MP FaceTime HD camera,
1080p HD video recording at 30 fps or 60 fps,
up to 2x faster processing than iPhone 6,
up to 3x faster graphics than iPhone 6,
a solid-state Home button with a new Taptic Engine,
two speakers instead of one,
and available with 32GB, 128GB or 256GB of storage.
Are you still reading this?
The iPhone 7 Plus also has a wide-angle f/1.8 aperture and a telephoto f/2.8 aperture,
an optical zoom at 2x and a digital zoom up to 10x.
AirPods have an Apple-designed W1 chip,
detect when they're in your ear and pause when you take them out,
a voice accelerometer recognizes when you're speaking,
beamforming microphones filter out external noise,
support AAC audio,
they come with a charging case that delivers more than 24 hours of battery life,
and feature double-tap for Siri activation.
The original Apple Watch got more powerful and is now called Series 1.
The new Apple Watch Series 2 has a speaker that has been engineered to push out water,
and is water resistant to 50m,
the ceramic Apple Watch Edition is polished for up to 2 hours to achieve its pearly, lustrous finish that won't scratch or tarnish.
Oh and there's also the brand new macOS Sierra
and the new iOS 10.
then drops the mic
which means it is now okay for you to blink

Pop Culture Connections - Outgoing

It plays these songs...

Sweet Home Alabama
performed by Lynyrd Skynyrd

This Song is played in Apple iPhone 7 Commercial - Don't Blink
James Corden, Tim Cook, and Pharrell sing this song in Carpool Karaoke

Other Connections and Related Pop Culture

Free Bird
performed by Lynyrd Skynyrd

  • Date:
  • Type: Song

Simple Man
performed by Lynyrd Skynyrd

  • Date:
  • Type: Song

Tuesday's Gone
performed by Lynyrd Skynyrd

  • Date:
  • Type: Song

Gimme Three Steps
performed by Lynyrd Skynyrd

  • Date:
  • Type: Song
More by Lynyrd Skynyrd


Apple TV Commercial - The new Apple TV

Apple iPhone Commercial - Shot on iPhone by Keiran W.

Apple iPad Pro Commercial

Apple TV Commercial - The Future of Television

Apple iPad Commercial

More from Apple

Apple iPhone 7

Apple iPhone 7 Commercial - Romeo and Juliet

Apple iPhone 7 Plus Commercial

Apple AirPods and Apple iPhone 7 Commercial

Apple AirPods and Apple iPhone 7 Commercial

Apple iPhone 7 Commercial

More from Apple iPhone 7