Apple has kicked off the holiday season with a warm, whimsical short film that has garnered attention not only for its story but also for the tools used to bring it to life. The video, titled A Critter Carol, was shared by Apple CEO Tim Cook, who posted it with a note wrapped in festive charm: “Holiday cheer, a little magic, and a lot of heart, captured on iPhone 17 Pro by some handmade puppet friends!”

The short film revolves around a group of playful forest animals who stumble upon an iPhone 17 Pro left by a wandering traveller. What begins as innocent curiosity soon turns into a musical moment, as the puppets use the phones to perform what the film calls “the song of friendship.” The tone remains light, humorous and quietly emotional, allowing the traveler to eventually return and discover the wonder left behind by the animals.

Interestingly, the iPhone 17 Pro is not only the hero inside the story but also the camera behind it. Director Mark Molloy explained that the handset played a significant role in shaping the visual experience. “The power of the iPhone 17 Pro allowed me to capture the story in a really profound way,” he said, “that power is now in the hands of all of us.”

Molloy is right to some extent. The iPhone has taken mobile filmmaking far beyond casual clips but the film is still the product of a full-fledged production setup. Apple pulled together an experienced crew, professional puppeteers, elaborate sets, and the usual dose of post-production polish. However, the idea is in line with Apple tradition: use creative collaborations to show off what its latest cameras can do, even if the actual process involves a lot behind the scenes.

This year’s holiday film continues Apple’s long-standing habit of partnering with filmmakers to showcase camera advancements. We have seen directors going all out before. Danny Boyle recently used a specially designed rig made of 20 iPhones to create a dramatic sequence set 28 years later, reminiscent of the bullet-time effect of The Matrix. Boyle described one shot as one that the audience “will know when they see it”, pointing out a striking moment specifically designed around the rig.

Previously, Apple also worked on a music-driven project featuring British star Stormzy, which was shot on the iPhone 16 Pro, and even filmed the entire 2023 Mac event using something other than the iPhone 15 Pro Max. Over time, these productions have become part of Apple’s story: that the iPhone’s camera can sit comfortably in the hands of both everyday users and professional storytellers.

What makes the timing of A Critter Carol particularly interesting is how tightly it matches up with Apple’s current market surge. According to the latest data from Counterpoint Research, Apple is on track to regain the title of world’s largest smartphone maker in 2025 for the first time since 2011. The iPhone 17 series is at the center of this momentum, with global shipments expected to grow 10 percent next year. In comparison, Samsung is projected to register growth of 4.6 percent.

This surge is not just global, it is visible in major markets. The iPhone 17 lineup has recorded double-digit sales growth year-on-year in the US and China, two regions that heavily influence global rankings. Counterpoint previously revealed that the iPhone 17 family outsold the iPhone 16 lineup by 14 percent during the first 10 days of launch in both countries. In China, Apple also had a great October with sales up 37 percent compared to last year.

Analysts say that many factors are working in Apple’s favor in this cycle. Due to US-China trade tensions reducing slightly, disruptions in the company’s market have reduced. The weaker US dollar has also made iPhones more accessible in emerging regions where pricing sensitivity could slow demand.