The technology giant Apple has released a striking, non-narrative footage titled "Design is how it works," which foregoes traditional storytelling in favor of an immersive soundscape that chronicles a series of fleeting digital and real-world interactions. The footage, drawn from Apple's channel, establishes its atmosphere immediately with the continuous presence of the composition "Neon 1: Shinjuku" by Hannah Peel & Manchester Collective, which weaves through moments of silence and sonic events.
The auditory experience is built upon a foundation of human activity and environmental presence. Sounds of footsteps and the distinct effort of panting suggest movement and exertion, while ambient noise—including the distant rumble of jet engines, the natural call of an owl hooting, and even the soft background hum of indistinct TV chatter—places the listener within a dynamic, multi-layered setting. Other non-digital sounds, such as crackling, the rhythmic pattering of rain or movement, and the jarring clattering of objects, punctuate the human journey captured within the footage.
Crucially, the soundscape emphasizes the specific tones and chimes associated with seamless digital interaction, suggesting that these sounds are the working definition of effective design. The events trigger a sequence of technological cues: the immediate snap of a camera shutter is heard, followed by the specific tones indicating charging and the distinct, location-seeking Find tone. The interaction landscape is defined by the unique, recognizable chimes of several key Apple functionalities, including the Air Tag chime, the monetary notification of the Apple Pay chime, and the proximity exchange cue of the Name Drop chime. Furthermore, moments of digital communication are marked by a message sent tone and a broader connection chime, interspersed with various mechanical clicks and soft clicks.
The footage ultimately presents a sonic tapestry where the musical score, environmental sounds, and distinct product chimes merge to define how modern technology integrates silently and seamlessly into the everyday life it touches.
