This story is part of 9to5Mac’s series celebrating Apple’s 50th anniversary.
It’s certainly not news that Apple has made tremendous contributions to the music industry. But what’s often overlooked is its role as a tastemaker in the music space, not just changing the way songs are bought and sold but what people are actually listening to.
I’ve compiled a comprehensive, but curated playlist of some of the best songs that Apple has used in commercials, product introductions, events, and more. You can stream it or add it to your library on Apple Music. But I also wanted to acknowledge a few songs that were made particularly iconic thanks to their inclusion in Apple marketing materials over the years.
Feist’s “1234”
In August of 2007, Steve Jobs took the stage for the annual iPod event and unveiled the third generation iPod nano to the world with the simple tagline “a little video for everyone” accompanied by one of their most iconic advertisements. Set to Feist’s “1234” hands from off screen pick up different color nanos stacked on top of each other, each playing the music video. Apple’s use of the song propelled it into the mainstream and eventually the top 10. It spent 15 weeks on the Billboard Hot 100.
Yael Naim’s “New Soul”
Many people first met the world’s most popular laptop when it was pulled from a manila envelope set to the now iconic “New Soul” by Yael Naim. The song spent 19 weeks on the Billboard Hot 100 charts.
Coldplay’s “Viva La Vida”
In May of 2008, Apple aired a little ad for iTunes set to a new song by one of Steve Jobs’ favorite bands. Coldplay debuted “Viva La Vida” on iTunes on May 7th, 2008 and to coincide with the release, Apple made their last iPod silhouette ad. “Viva La Vida” ended up being the number one best-selling song on the iTunes Store that year.
Jet’s “Are You Gonna Be My Girl”
In 2004 the iPod was firing on all cylinders, the mini had just debuted and the company was healthy again. The silhouette ads were everywhere having begun their run the prior year. Despite having started earlier, the “Are You Gonna Be My Girl” ad is often the one that people remember.
The Fratellis’ “Flathead”
One of my personal favorite silhouette ads featured artists in different vibrant colors dancing to The Fratellis’ “Flathead” on a black background. It was a departure from the other iPod + iTunes silhouette ads, but that’s why it made an impression.
CSS’s “Music Is My Hot Hot Sex”
One of the wildest Apple marketing stories revolves around an ad for the first generation iPod touch. At Apple’s fall reveal, Steve Jobs played a work-in-progress commercial that never aired. What did air was an ad made by a British student named Nick Haley. The ad was published to YouTube and spotted by TBWA, Apple’s ad agency, who asked him to remake it for primetime. The ad, set to “Music Is My Hot Hot Sex,” had a completely different vibe compared to what Jobs showed at the keynote. It wasn’t very Apple, but that’s what makes it memorable. The whole saga made its way into The New York Times.
Chairlift’s “Bruises”
Everyone knows this one. We all watched 9 different colors of the fourth generation iPod nano fly onto our TVs set to Chairlift’s “Bruises” where they eventually started oozing paint. The song deservedly reached the number one spot on the Billboard Bubbling Under Hot 100 in the United States.
The Ting Tings’ “Shut Up and Let Me Go”
Apple debuted another colorful silhouette ad in April of 2008 set to a new song by the Ting Tings called “Shut Up and Let Me Go.” The song landed on the Billboard Hot 100 and was featured by Rolling Stone in its list of the 100 Best Songs of 2008.
Caesars’ “Jerk It Out”
The first generation iPod shuffle was an unconventional product and it needed an attention grabbing ad. The company used a bright green background, which matched the product’s packaging, with the silhouettes dancing alongside the shuffle arrows. The tagline “life is random” accompanied the ad and fit extraordinarily well with the vibe. Apple’s use of “Jerk It Out” transformed the song from an indie track into a global hit.
The Asteroid’s Galaxy Tour’s “Around the Bend”
In 2008 Apple began to transform the way it marketed the iPod touch from an iPhone without the phone into a true game console. The “funnest iPod ever” ad featured a variety of iconic early iOS titles like Tap Tap Revenge, Labyrinth, Cro-Mag Rally, and Super Monkey Ball. “Around the Bend” is a super fun indie pop song that perfectly telegraphed the “funnest iPod ever” feeling. The song became a global commercial success after it was used in the ad.
There are plenty of other songs that Apple played a part in making hits. But these are some of my favorites, be it because I love the song or because I love the story. If you want something far more comprehensive, check out the full playlist on Apple Music and get ready to take a nostalgic trip down memory lane.
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