These days, Apple can do just about anything with any of their iPhone cameras and turn it into in ad—be it amateur photographs on a billboard or entire video ad campaigns created under the direction of celebrity photographers. But their latest might be their most fascinating iPhone ad campaign to date.

Tapping into the ASMR (autonomous sensory meridian response) phenomenon, which is commonly described as a low-grade euphoria triggered by soothing sounds and visual stimuli, the Cupertino company produced four different ads that each carry their own ASMR audiovisual experiences—all shot on iPhones (XS and XS Max), of course.

While our favorite is the woodshop sounds (naturally), we recommend checking each one out with headphones. Just don’t fall asleep at work:

Satisfying Woodshop Sounds

Crunching Sounds on the Trail

A Calm Rain at Camp

Whispers from Ghost Forest


Simon is a Brooklyn-based industrial designer and Managing Editor of EVD Media. When he finds the time to design, his focus is on helping startups develop branding and design solutions to realize their product design vision. In addition to his work at Nike and various other clients, he is the main reason anything gets done at EvD Media. He once wrestled an Alaskan alligator buzzard to the ground with his bare hands… to rescue Josh.