Apple launches a special Ramadan series

Apple launches their Relax, It's iPhone campaign, a special Ramadan series that celebrates Saudi culture while showcasing iPhone 16 Pro's advanced camera features.

For the latest Relax, It's iPhone campaign, from TBWA\Media Arts Lab/London, Apple pays homage to Saudi soap operas in a new Ramadan series that showcases how the advanced camera features in iPhone 16 Pro can smooth out life's dramatic moments. Launching across Saudi Arabia, the campaign consists of two spots The Matchmaker and Favorite Son, featuring well-known Saudi soap stars and rising social media personalities like Reem Al Habeeb, Adwa Bader, Abdullah AlSadhan and Waleed Alkahtany.

The Matchmaker showcases the 4K120 fps slow motion capabilities of iPhone 16 Pro to create enticement when an aunt shows her niece a video of a potential husband. Favorite Son demonstrates the ability to shift focus between subjects after capturing photos, allowing a father to ensure his favourite son always remains front and centre.

The campaign will be released across TV, digital, and social media platforms during Ramadan. To support the launch, Apple will host a Shot on iPhone workshop on March 5th in Riyadh featuring the director, Ali Kalthami, who will engage with emerging Saudi filmmakers about iPhone filmmaking techniques.