Apple shows Coke how it's done with an almost all-analog, shot on iPhone 17 Pro holiday ad

(Image credit: Apple)

I'm not gonna lie, I love puppets, so perhaps I'm a bit biased when it comes to Apple's latest "Shot on iPhone 17 Pro" commercial that features forest-animal puppetry and, more notably, not a lick of AI.

Sure, Apple might be avoiding AI because of the "where's the AI version of Siri" elephant in the room, but I think this approach is just spot-on for triggering warm, fuzzy holiday feelings. And while you might imagine it's a rejoinder to the poorly-received Coca-Cola all-AI holiday ad, surely Apple's been working on this three-minute spot, which launched today, for months.

Apple Holiday | A Critter Carol | Shot on iPhone 17 Pro - YouTube

Watch On

In the ad, a couple hiking through the forest lose their Deep Blue iPhone 17 Pro. Soon, a scruffy-looking bunch of forest creatures find it, and then, as animals so often do, they start using the phone to shoot themselves singing a song (which they then left for the couple once they've used Apple's Find My to locate the lost phone).

It's a lot more clever than it sounds. The animal puppets are adorably rendered, looking very much like they've been living in the forest for their whole lives. Plus, the animals do not all just get along. At one point, a wolf eats the rat, but is soon encouraged to spit him out. There's even a bit of dark humor involving what they'd do if one were run over.

The point of the film is how, perhaps, we can all get along despite our differences, and how good the iPhone 17 Pro is at video. For what it's worth, the iPhone 17 Pro and iPhone 17 Pro Max are two of my favorite smartphones of the year and among the best phones of 2025. They're fantastic everyday devices and powerful photography and video-shooting phones.

I enjoyed the commercial, but the behind-the-scenes video is far more interesting. It reveals the full extent of the craftsman nature of the whole enterprise. Each puppet was handcrafted and operated by a team of puppeteers, most of whom were dressed in blue body suits so they could be scrubbed out in the post-process.

Even the set is real – not a real forest, mind you, but a real stage platform to support the puppets and puppeteers.

Again, this is a smart and canny way for Apple to show off features like the shooting quality and 8x zoom (a sensor crop).

Ultimately, I think this very real commercial will be remembered long after people forget Coca-Cola's latest AI ad misstep.

Looking to get your hands on an iPhone 17 (or iPhone Air or iPhone 16) for yourself or someone else? Check out our Black Friday Deals below.

Apple iPhone 17 Pro Max: free with a new unlimited line, plus free iPad and Apple Watch at Verizon
Verizon has just upped the ante with its Black Friday deals today, with this incredible promotion on the iPhone 17 Pro Max. For the first time ever, you don't need to trade-in to get this device for free alongside a new unlimited line. On top of that, you can also throw in a free iPad and Apple Watch. Previously, that's a promotion that's only been available on the cheaper 17-series devices. Even better still, this deal is eligible on the higher-end Ultimate and mid-tier Plus plan, so you're not technically tied into the priciest option here if you don't want it. Deal!

Apple iPhone 17: free with a new unlimited line, plus free iPad and Apple Watch at Verizon
And, that same Verizon deal is also available on the standard iPhone 17. On paper, this one might not seem quite as good value as the 17 Pro Max deal above, but it's worth noting that the free iPhone 17 is available on the entry-level Welcome Unlimited plan, which makes it a better option for the budget-conscious. You can also throw in a free iPad and Apple Watch here, although note you will have to pay extra for accessory cellular lines, and these lines don't get any bundle discounts on the Welcome plan. If you're looking to bundle, I would go the whole way and grab the iPhone 17 Pro Max on the higher-end plan.

Apple iPhone 17 Pro: free with a new unlimited line, plus free iPad and Apple Watch at T-Mobile
T-Mobile's biggest and best deal on the iPhone 17 Pro gets you the device - plus a free iPad and Apple Watch - on a new Experience Beyond plan this Black Friday week. This kind of deal is pretty rare for T-Mobile, so it's a definitely a Black Friday highlight if you're eying up an upgrade. Overall, a strong deal, although the usual caveats apply here: the Experience Beyond plan is the pricier option at T-Mobile, and you also need to take out cellular lines on those accessories to claim them.

Apple iPhone 17: four devices for free on an unlimited plan (no trade) at T-Mobile
Here's another incredible Black Friday special from T-Mobile; one that's particularly good for families. Right now, you can get four iPhone 17 for free on an unlimited data plan without the usual trade-in criteria. By itself, that doesn't sound ground-breaking, but the real magic here is in the details. Plan eligibility for this deal includes the carrier's entry-level 'Essentials' plan, which comes out at just $100 per month for four lines. Yep, that means you can get four free iPhone 17 on four lines that average out at just $25/mo each.

Apple iPhone 17 series: up to $1,100 off with trade, plus cheap iPad and Apple Watch at AT&T
AT&T's headline Black Friday deal on the iPhone 17 series is similar to Verizon's in that it gets you a super cheap iPad and Apple Watch alongside your phone. Again, you do need to take out pricey accessory cellular lines to claim the other devices here - and they're also $0.99 per month each, which feels a little stingy when you're paying $20+ for the cellular lines. What is good, however, is AT&T's trade-in rebate of up to $1,100 on the phone itself, which is enough to cover the entire cost of the iPhone 17 Pro.

Apple iPhone Air: was $27.78 now $12.99/mo with a new unlimited plan at AT&T
If you're not dead-set on trading-in for a big discount at AT&T this week, you could consider the carrier's Black Friday deal on the iPhone Air. Right now, no trade-ins are needed to get it for under half price alongside a new line on an unlimited data plan. You can also throw in an iPad and Apple Watch for just $0.99/mo each currently, but the required accessory cellular lines can make you pay a fair bit more on your plan, so the deal on the phone is the best here.

Apple iPhone 16 series: get a $75 gift card, plus up to $670 off with a trade-in at Apple
Apple is just about to launch its big 'gifting' event, so it's worth waiting if you're looking for an unlocked iPhone 16. The official retailer will be throwing in a $75 gift card alongside devices, which is a nice little bonus - if somewhat underwhelming! This is in line with what Apple usually offers over Black Friday, and it's pretty useful for bagging discounts on things like AirPods or chargers. As always, the main selling point here is the trade-in rebate of up to $670, which remains your sole option if you're looking for a discount on an unlocked device.

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A 38-year industry veteran and award-winning journalist, Lance has covered technology since PCs were the size of suitcases and “on line” meant “waiting.” He’s a former Lifewire Editor-in-Chief, Mashable Editor-in-Chief, and, before that, Editor in Chief of PCMag.com and Senior Vice President of Content for Ziff Davis, Inc. He also wrote a popular, weekly tech column for Medium called The Upgrade.

Lance Ulanoff makes frequent appearances on national, international, and local news programs including Live with Kelly and Mark, the Today Show, Good Morning America, CNBC, CNN, and the BBC.

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