What Was the Song in the Original iPhone X Commercial?
The flagship iPhone X launch in 2017 relied on a cinematic, music-forward ad. The primary song featured in the original iPhone X reveal ad titled "Welcome Home" was composed by French music producer and composer Sébastien Tellier. The track was purpose-written and produced by Daft Punk for the Apple event and subsequent commercials. Its ethereal, melodic tone was designed to align the brand with creativity, intimacy, and futurism. The choice reflected Apple's broader pattern of leaning on distinctive, artist-forward tracks to differentiate its premium product storytelling.
Behind the Ad: Tellier and Daft Punk Collaboration
Tellier wrote the vocal melody and lyrics, while Daft Punk produced the iPhone X ad song instrumental, layering it with soft synths and minimalist percussion. The partnership brought immediate credibility and signaled Apple's intention to treat music as a core expression of product identity rather than mere background. This track was not licensed from an existing library but created specifically for the launch—underscoring the level of craft invested in the campaign's sonic identity.
Notable Tracks Featured in iPhone X Ads
Beyond the signature launch piece, Apple's broader iPhone X campaign incorporated several carefully chosen songs to support different narrative arcs. While the main event ad leaned on Tellier, later spots and promos explored diverse genres and artists to reflect the phone's versatility for creators, professionals, and everyday users. The selections were almost always stripped-down, atmospheric, and lyrically minimal to let product and imagery lead. Below is a concise overview of some confirmed tracks and their placements:
| Track | Artist | Ad Context | Release Status |
|---|---|---|---|
| Welcome Home (Main iPhone X Ad) | Sébastien Tellier (Daft Punk production) | 2017 flagship launch and cinematic ad | Promo/Custom track; not widely released |
| New Visions | Phoenix | Later hero ad focusing on camera and Portrait Mode | Album track from 'Ti Amo' (2017) |
| Step Out | M83 | Used in product feature and ecosystem storytelling cuts | Track from 'Junk' (2016) |
| Final Song | MØ | Supporting spots highlighting performance and personalization | Single (2016) |
| Modern Anxiety | Lafawndah | Appeared in later lifecycle and inclusive storytelling ads | 2020 project; used retrospectively in edit packages |
How Apple Chooses Music for Its Ads
Apple has long treated music as a central pillar of its creative expression, particularly in campaigns that aim to blur the line between device and lifestyle. For the iPhone X, the team pursued a vision that was cinematic, future-forward, and emotionally resonant. Rather than relying on chart hits, Apple frequently works with artists to build original motifs or selects deep-cut album tracks that reinforce premium positioning. According to long-standing industry practice, Apple evaluates not only the melody and tone but also the cultural associations, audience overlap, and lyrical neutrality of a track. This discipline helps ensure the music enhances the story without overshadowing product attributes.
Criteria Apple Typically Uses
- Production quality and mix that can stand alongside cinematic visuals
- Emotional tone that aligns with brand values such as innovation, clarity, and elegance
- Minimal or non-distracting lyrics that avoid cultural or political baggage
- Strategic differentiation from competitors by avoiding overused mainstream hits
- Compatibility across global markets, where music trends vary significantly
The Role of Sound in Product Storytelling
Sound design and music choice are now integral to how Apple communicates value. The iPhone X campaign used audio to accentuate themes like depth (Portrait Mode), performance, and seamless interaction between hardware and software. A haunting vocal line or a subtle synth motif could communicate sophistication where a feature list alone might not. This approach mirrors broader shifts in tech marketing, where sensory branding is increasingly important. For creators and marketers, studying these campaigns reveals how audio can elevate a narrative from feature-focused to feeling-led.
What Marketers Can Learn
- Music should enhance, not compete with, core product messages
- Custom or semi-custom tracks can strengthen exclusivity and memorability
- Consistency in audio branding builds long-term recognition across product lines
- Rights and licensing require early planning, especially when using commercial tracks
- Testing audio in context with visuals ensures alignment with audience perception
Using Music in Your Own Product Campaigns
Whether you're launching a new device or telling a more intimate brand story, the principles behind Apple's ad music choices remain broadly applicable. Start by defining the emotional arc you want your audience to experience, then work backward to sonic texture. Original compositions and bespoke edits often deliver the strongest fit when you need precision. Alternatively, curating lesser-known tracks from credible artists can introduce freshness and authenticity. Always clear rights early and consider how the track will age as trends evolve. When done well, the right song can make the product feel like part of the listener's personal story.
Checklist for Selecting Campaign Music
- Define the primary emotion or action you want viewers to take
- Map that emotion to musical characteristics (tempo, key, instrumentation)
- Screen for lyrical relevance and potential brand conflicts
- Test the track with rough-cut footage to validate timing and impact
- Secure all rights, sync licenses, and usage scopes in writing
Frequently Asked Questions
- Who sings the main iPhone X ad song? The primary launch ad features a custom track produced by Daft Punk and performed by Sébastien Tellier.
- Are any of the songs from iPhone X ads available on streaming services? The lead ad track is not widely released, but some secondary tracks by artists like Phoenix, M83, and MØ are available on standard streaming platforms.
- Did Apple commission the song or license an existing one? Apple commissioned a custom piece for the main event ad, though some supporting ads used existing catalog tracks.
- Can brands use the same songs from iPhone X ads legally? No, these tracks are copyrighted and require proper licensing for any commercial use.
- Why does Apple prefer instrumental or lyric-light music in its ads? Minimal lyrics help the ad remain globally accessible and keep the focus on product experience rather than language-specific narratives.
For creators, marketers, and product teams, the iPhone X ad campaign remains a masterclass in aligning music with brand narrative. By pairing restrained visuals with purposeful sound, Apple reinforced how a single track can elevate an entire product story.