New Apple ad tugs on heartstrings, X users call it ‘pro-family cultural revolution’

Apple’s latest holiday ad is striking a chord with social media users, blending emotional storytelling with groundbreaking technology. Titled ‘Heartstrings’, the nearly two-minute ad centres on the AirPods Pro 2 and the new hearing health features introduced in iOS 18.1.

The commercial, available on the company’s YouTube channel, tells the story of a father on Christmas morning, reflecting on cherished memories of his daughter as she unwraps a guitar. Struggling with hearing loss, the father is unable to fully hear his daughter playing the guitar.

At his wife’s encouragement, he uses the AirPods Pro 2’s Hearing Aid feature via his phone, allowing him to hear his daughter’s song with clarity for the first time.

“For so many of us, sound and how we hear shape how we connect to the world around us. Yet, people with hearing loss wait an average of 10 years before getting their hearing tested and fitted for hearing aids,” Apple wrote in the video’s description.

“Now with the world’s first end-to-end hearing health experience, you have access to a Hearing Test that provides scientifically validated results within minutes and the ability to activate a clinical-grade Hearing Aid feature on your AirPods Pro 2—right from home,” the company added.

Heartstrings has garnered over 761,564 views on YouTube within 12 hours of its release. It also sparked broader discussions on social media about cultural and political shifts. While many viewers celebrated its message of familial love, others interpreted it as indicative of a larger rejection of progressive ideologies in American society following the re-election of Donald Trump.

Right-wing podcaster Benny Johnson shared the video ad on X, tweeting, “I’m stunned. Apple just released the single greatest pro-parenting ad in the history of American advertising. The pro-family cultural revolution is here. Watch. Try not to cry…”

Some commentators noted the ad was a departure from what they saw as Apple’s usual “woke” advertising.

“This is absolutely shocking considering how woke Apple is and literally is filled with leftist ideology to the brim. Either Tim Cook put his foot down or they saw the writing on the wall,” an X user said.

Others expressed triumph, viewing the commercial as evidence of a cultural “pendulum swing” back to traditional values.

“I don’t know what’s better. The commercial, or the fact that we pushed the culture back to sanity where woke companies are realizing their ideologies were rejected by the American people,” a viewer commented.

Another said, “May the tide continue to turn! God bless our parents and those who support family values against the onslaught of a left that despises stable homes and well-grounded sons and daughters.”

Others praised Apple’s approach. “If anyone from @Apple see[s] this thread; this, this is what makes me want to buy your products. Please more of this,” one user wrote.

This is not Apple’s first venture into highlighting inclusivity. In August, the company released ‘The Relay’, an ad campaign showcasing adaptive athletes using accessibility features like AssistiveTouch and Point and Speak on devices such as the Apple Watch and iPhone.