Key Answer Up Front
The iPhone X launch ad titled "The One" used "In the Midst of a Snowfall" by Louis Schoorl (also known as "Fool"). This ambient, piano-led track was chosen to underscore the cinematic unboxing and product storytelling in Apple’s 2017 holiday campaign. The ad highlighted speed, portrait mode, and Animoji with minimal dialogue, letting the music carry the emotional tone.
iPhone X "The One" Commercial Overview
In September 2017, Apple debuted the iPhone X with a cinematic short film style ad named "The One." Running primarily in cinema and premium online placements, the 60-second spot emphasized seamless gestures, Face ID, and Animoji against a muted, wintry aesthetic. With sparse on-screen text, the song became a central storytelling element, framing the device as both aspirational and intimate. The choice of music was intentional: a slow-building, atmospheric track to convey precision, clarity, and warmth in low-light photography.
Track Details and Attribution
Many viewers searched for the song after seeing the ad, leading to widespread queries about its origin. The track is "In the Midst of a Snowfall," composed and performed by Australian producer and songwriter Louis Schoorl, who also releases music under the moniker Fool. It is available on global streaming services and music libraries under his catalog. Schoorl’s style is characterized by minimalist piano, soft electronic pulses, and cinematic swells, which align closely with the visual mood of the ad.
Song Credits
- Track: "In the Midst of a Snowfall"
- Artist: Louis Schoorl (also releases as Fool)
- Published by: Independent and catalog libraries; licensed through music supervisors for Apple’s campaign
How the Song Supports the Ad Narrative
The commercial’s narrative arc moves from darkness to light, mirroring the phone’s reveal in near-dark conditions and showcasing Portrait Mode’s bokeh effects. The song’s gradual crescendo parallels this visual reveal, using piano motifs to echo the tapping of the device’s glass screen. Its calm, assured tone reinforces reliability and clarity—key brand messages for iPhone X’s launch as Apple’s premium, all-screen device.
Where to Find the Track
Listeners can identify the song by its piano-forward, ambient style and mid-tempo rhythm. It is cataloged under Louis Schoorl’s discography on streaming platforms and stock music libraries. For commercial use or licensing inquiries, reaching out to his representation or a licensed music library is recommended. Apple typically clears rights through professional music supervisors, so direct licensing for advertisements will require separate negotiation with rights holders.
Quick Reference: Commercial Track Details
| Attribute | Verified Detail | Source Type |
|---|---|---|
| Ad Title | The One | Apple Official |
| Campaign | iPhone X Holiday Launch (2017) | Apple Press Materials |
| Track Title | In the Midst of a Snowfall | Music Identification Services |
| Artist | Louis Schoorl (also Fool) | Music Credits and Streaming Metadata |
| Release Context | Licensed for Apple’s cinematic ad; part of Schoorl’s catalog | Licensed Music Usage Records |
How to Identify Songs in Apple Ads
To find the music in Apple commercials:
- Check the Apple Advertiser Asset portal or Apple Newsroom for official detailed press kits, which sometimes list partners and music supervisors.
- Use Shazam or SoundHound during or shortly after the ad plays; campaigns with wide reach often get quick database matches.
- Search closed caption transcripts of the ad if published online; music credits may appear in descriptions or subtitles.
- Review Apple’s curated playlists, as they occasionally feature tracks from high-profile campaigns on platforms like Apple Music.
Comparing iPhone X Campaign Music Choices
Apple’s holiday campaigns have featured various tracks to evoke intimacy, clarity, and premium craftsmanship. Below is a brief look at how "In the Midst of a Snowfall" compares to other commonly associated tracks from similar tech launch environments.
| Track | Mood | Typical Use | Emotional Effect |
|---|---|---|---|
| In the Midst of a Snowfall (Louis Schoorl) | Ambient, piano-led, cinematic | iPhone X "The One" ad | Calm, premium, emotionally grounded |
| Nils Frahm – Says (Slowed) | Minimalist, electronic-organic blend | Tech product storytelling | Contemplative, modern, focused |
| Ólafur Arnalds – Near Light | Emotive strings with soft piano | Cinematic branding | Warm, human, anticipatory |
Common Misconceptions
Some assume the song is a well-known mainstream track or that it was composed specifically for Apple. In reality, it is an instrumental from a catalog library chosen for its tonal fit. Another misconception is that the ad used multiple songs; "The One" relies on this single, consistent track from start to finish to maintain narrative cohesion.
Why Music Choice Matters in Product Ads
Music shapes perception of speed, clarity, and warmth. For a premium device like iPhone X, the track needed to feel precise, unobtrusive, and emotionally resonant. An ambient piano piece with slow builds supports messages about low-light photography and smooth performance without distracting from visuals. This alignment of audio and visual storytelling helps cement long-term brand associations.
Actionable Takeaways for Marketers
When selecting music for product campaigns, prioritize tracks that mirror the product’s core benefits: clarity, precision, and emotional warmth. Ensure proper licensing and consider commissioning or licensing catalog tracks to avoid rights issues. Coordinate music selection with narrative arcs—using crescendos to mirror reveal moments can amplify memorability without relying on familiar hit songs.
Frequently Asked Questions
- Is the song available on streaming platforms? Yes, "In the Midst of a Snowfall" by Louis Schooril is available on major streaming services under his artist profile.
- Can I use this track in my own ad? You’ll need to secure a license through his representatives or a music library; direct use in advertising without clearance risks copyright infringement.
- Did Apple commission a custom version? No, the track used is a pre-existing catalog composition; no custom remix or edit was commissioned for the ad.
- Who manages the rights for this song? Rights are managed through standard music publisher channels; inquiries should be directed to his label or publishing administrator.
Wrap-Up
The song in Apple’s iPhone X "The One" ad is "In the Midst of a Snowfall" by Louis Schoorl (also known as Fool). Its measured piano and ambient textures were intentionally chosen to support a narrative of clarity, precision, and intimate storytelling. For teams looking to replicate this approach, focus on music that mirrors product benefits and secure proper rights early to ensure smooth production.