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

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.

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 ...