# Apple — iPhone 16 launch film

A 111-second night-city launch film in which one continuous, warped, first-person camera moves through streets, a car, a station and a train. Each feature is introduced by a word or phrase that sits in the scene, and the film closes on a studio product reveal.

- Code: LN-0081
- Kind: Launch film
- Format: Feature tour
- Brand: Apple
- Length: 111.3s · 20 beats · 10.8 beats/min · 12 hard cuts
- Industry: Consumer electronics, Hardware
- Style: Cinematic, Big type, Whip pans, Match cuts, One continuous camera, Music-led, No voiceover, Fast cutting
- Original: https://x.com/tim_cook/status/1833228801553355135
- Full breakdown: https://cutmap.co/v/apple-iphone-16-launch-film

## The breakdown

The full breakdown has eleven sheets: Snapshot, Opening, Structure, Timeline, Rhythm, Look, Movement, Sound & words, Why it works, Production, Build brief. It is available to Cutmap Pro members at https://cutmap.co/v/apple-iphone-16-launch-film.