Apple just turned a grumpy housecat into its latest icon, and honestly, it’s genius.
In a new spot for the iPhone 16 Pro, a guy uses the phone’s Clean Up feature to erase Garrett, his partner’s beloved, perpetually unimpressed cat, from a cozy photo. Bad move. His partner glares. Garrett stares into his soul. Cue a single, deadly line: “I always knew you hated Garrett.” Within seconds, the cat is restored, and order (and judgment) is restored too.
It’s not a flashy ad. No over-the-top graphics, no deep-dive into specs. Instead, Apple leans on something way stronger: the universal fear of disappointing a pet… or worse, its owner. Garrett’s deadpan feline side-eye says more than any voiceover ever could.
Why does it work? Because it feels human. Apple isn’t just showing off AI, it’s showing how tech fits into the messy, emotional, and occasionally ridiculous parts of life. Clean Up isn’t a cold tool here; it’s a feature you’ll use carefully, because even a digital eraser can’t save you from Garrett’s judgment.
Key Takeaway:
Apple proves once again that the best way to sell cutting-edge tech isn’t with specs, it’s with a relatable story and one unforgettable cat. Garrett isn’t just a pet in this ad; he’s a viral star waiting to happen.