Apple Touts iPhone and Apple Watch Synergy in 'Big Fish' Ad

Apple just launched a new spot highlighting the synergy of its Apple Watch and iPhone through the "Double Tap" feature. 

In the 30-second "Big Fish" spot, we see a happy fisherman embracing his massive catch. 

However, due to its size, and having gone fishing alone, the man struggles to get a clear picture of him and his catch. 

Luckily, his Apple Watch Series 9 boasts a dedicated Camera Remote app that triggers the camera on the iPhone.

Using the Double Tap gesture, he can take pictures remotely from his iPhone by tapping his index finger and thumb twice.

With his iPhone setup at the other end of the boat, the fisherman happily snaps away photos of himself and the fish before letting it go, closing the spot. 

Apple's Recent Slate of Spots

The latest from Apple comes from a series of spots advertising its wide variety of products and their special features. 

The tech giant exhibits real-life uses for these features and injects its own brand of comedy that makes for an entertaining watch. 

Last week, together with TBWA\Media Arts Lab, Apple launched an ad series featuring its Macbook, showcasing features that students will find useful as part of its early back-to-school campaign.

These include the "Find My" app that helps users locate their devices, long battery life that lasts all day, and power that can handle multiple programs simultaneously. 

Previously, it launched a series promoting its Apple Card, highlighting easy purchase history tracking, quick payments, and Daily Cash returns.

Apple faced backlash from celebrities and creatives for its spot launching its new iPad Pro, showing a visual of an industrial press crushing a myriad of objects to highlight how it's the thinnest iPad ever released.

However, it quickly became controversial with its visuals of crushing musical instruments and books, among others, being viewed as "the destruction of the human experience," as actor Hugh Grant put it.

Apple quickly apologized and didn't let people dwell on its mistake by launching ad after ad to better showcase its brand identity and remind people what it's known for — creative and entertaining ad campaigns.

With this year's Worldwide Developers Conference (WWDC24) coming up, it's only a matter of time before the tech giant cooks up another campaign.

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Editing by Katherine 'Makkie' Maclang