Apple just dropped a new Apple TV promo called “Humans of Apple TV,” and it’s exactly what it sounds like: a spotlight on the real people behind the shows we keep bingeing.
In an era where AI is creeping into basically every creative conversation, Apple’s timing here feels… intentional. Whether it’s meant as a statement or not, the message comes through pretty clearly: there’s still a whole lot of human work behind great storytelling.
A behind-the-scenes look at Apple TV productions
The video is made up of behind-the-scenes stills from a wide mix of Apple TV+ hits, including:
- Ted Lasso
- Severance
- Shrinking
- F1: The Movie
- Pluribus
…and plenty more.
It’s not a trailer for one specific project, but more of a vibe piece. The kind of montage that reminds you how many people are involved in making a single scene look effortless.
Why this ad feels especially well-timed
Apple is reportedly holding a press event today, and there’s a good chance we’ll hear about upcoming Apple TV+ shows and films soon.
So this video may be doing double duty:
- celebrating the platform’s existing lineup
- setting the stage for what’s next
Either way, it’s a smart little moment of brand storytelling, and honestly, kind of refreshing.
