When Apple’s Humor Hit Too Hard

Apple once again reminded the world that boldness sells—but this time, boldness pulled itself off the shelf quicker than it arrived. In a rare move, Apple launched a full-scale back-to-school campaign—complete with a comedy video and an 81-slide Google Slides deck—only to retract it within 24 hours. The internet didn’t just take notice; it lit up.

At the centre of the campaign stood Martin Herlihy, delivering a 7-minute satirical pitch. The video felt like a school play, yet carried the sharpness of a late-night sketch. Alongside the footage came an elaborate Google Slides presentation that served one purpose: to help students convince their parents to buy them a Mac.

The tone? Unfiltered.

PCs were mocked for being bulky, outdated, and prone to viruses. One slide read:
“Just kidding. This only happens on a PC.”
It projected an error screen, triggering both laughter and controversy.

The deck leaned into teenage persuasion tactics—complete with emotional one-liners like “Don’t you want me to succeed?” and fake quotes from so-called “Dad experts.” Every page pushed harder than the last, edging closer to absurdity with each scroll.

Apple broke its usual polished tone for something raw, theatrical, and chaotic—closer to SNL than Silicon Valley. It showcased how a brand, even at the top, could experiment with tone and texture.

The campaign taught one thing loud and clear:
The internet rewards daring ideas, but the shelf-life of risk depends on the execution.

Pulling the campaign so quickly suggested internal doubt or external backlash. Either way, the world saw a rare peek behind Apple’s curtain—a brand known for control now caught mid-improvisation.

A comedy sketch disguised as a sales pitch, a Slides deck posing as a toolkit, and a campaign that took risks many brands shy away from. Whether the plug was pulled due to backlash or strategy, one thing remained certain: the campaign got people talking.

Apple dared to play in the chaos. And for a moment, it worked.