John, the iPhone 18 Pro Max is missing.

The video uses a high-energy, cinematic chase sequence to create artificial urgency around a fictional product, leveraging the recognizable Apple aesthetic to capture viewer attention.

A man is chased through an office building in a high-stakes race to recover the last remaining iPhone 18 Pro Max. The video ends with an invitation to watch an upcoming Apple event.

iPhone 18 Pro Max: (a) it ACTS — it is the object being chased, held, and shown in close-ups to demonstrate features like the camera and thinness. Removing it would change the entire premise of the video. Apple: (b) it merely APPEARS — the logo appears on the back of the phone, on the wall, and in the end card. Removing it would not change the action of the video, which is a fictional chase scene.

Watch a special Apple Event online on 9/9 at 10 a.m. PT.