Nothing says holiday cheer quite like a raccoon and his forest friends stumbling upon a lost iPhone and recording a song about friendship. That's the premise of Apple Inc. (AAPL)'s new holiday ad "A Critter Carol," which dropped Thursday and manages to be both heartwarming and a pretty effective product demonstration.
Woodland Creatures Meet Professional Filmmaking
Apple CEO Tim Cook shared the video on X with the perfect description: "Holiday cheer, a little bit of magic, and a whole lot of heart, captured on iPhone 17 Pro by a few handmade puppet friends!" The short film features a group of handcrafted woodland puppets—including a raccoon, bear, deer and owl—who discover a lost iPhone 17 Pro in a snowy forest and use it to record their cheerful tune.
The story wraps with the phone's owner tracking it down using Find My on his Apple Watch, then discovering the critters' recording as the film's warm final reveal. It's the kind of gentle storytelling Apple excels at, where the product features feel organic rather than forced.
Serious Camera Tech Behind the Whimsy
Here's where it gets interesting from a technical standpoint: the entire production was actually filmed on the iPhone 17 Pro. We're not talking about a quick social media clip either. Award-winning Australian director Mark Molloy used the device with additional equipment and software to create a proper short film.
The ad showcases several camera capabilities that Apple wants you to know about—8× optical zoom, Center Stage, and Dual Capture, which lets you use the front and rear cameras simultaneously. Molloy said the device gave him "an unexpectedly immersive way to tell the story," adding that "power is in all of our hands now." A behind-the-scenes video reveals puppeteers bringing the characters to life and artists hand-printing typography using traditional woodblocks, blending old-school craft with new-school technology.
Perfect Timing for Apple's Smartphone Comeback
The feel-good ad arrives at an interesting moment for Apple. The iPhone 17 lineup's strong sales helped the company surpass Wall Street's fourth-quarter revenue and earnings expectations, but there's a bigger story playing out in the market share numbers.
According to fresh data from Counterpoint Research, Apple is projected to deliver 10% year-over-year growth in smartphone shipments. That's more than double the 4.6% growth expected for current market leader Samsung Electronics (SSNLF). While the global smartphone market is only expected to expand 3.3% in 2025, Apple is positioned to capture 19.4% of total market share, edging past Samsung.
If these projections hold up, 2025 would mark the first year since 2011 that Apple leads the global smartphone market. That's significant—we're talking about reclaiming a crown after more than a decade. The iPhone 17 Pro that those puppet critters are using to record their forest carol might just be the device that puts Apple back on top.
The combination of creative marketing and genuine product innovation seems to be working. Apple is maintaining a strong upward trend across short, mid and long-term periods, which probably explains why Tim Cook and company are feeling festive enough to make ads about singing woodland animals.