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Apple unveils new Spring Festival short film

By Ma Si | | Updated: 2024-01-29 16:26
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Apple unveils its Spring Festival short film Little Garlic in Beijing on Sunday. [Photo provided to]

As China gets ready to celebrate the Spring Festival, its most important holiday for family reunion, US tech giant Apple Inc looks to better resonate with local people through a new short film created for the holiday.

During a festive and introspective moment, Apple marks the Year of the Dragon by narrating a tale of a young girl confronting her insecurities and triumphing over them independently.

The movie Little Garlic conveys a touching message about self-exploration in a contemporary society, and it specifically tackles the prevalent insecurities experienced by Generation Z.

Apple assembles a distinguished team of film industry experts to portray this narrative using the perspective of the iPhone 15 Pro Max. Hollywood director Marc Webb, Chinese star Fan Wei and acclaimed writer Pan Yiran enhance the 15-minute film with their extensive expertise.

Tim Cook, CEO of Apple, posted the short film on Weibo, a Chinese social networking platform, on Saturday, with that the line "Little Garlic is a moving film about finding your true self".

This is the seventh year Apple has celebrated the Chinese New Year with a film shot on iPhone, as the US tech company aims to touch more local consumers.

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