While Apple didn’t hold a traditional event for this week’s announcements, the company released its usual product ads and promo videos. Watch them all here.

As usual, music plays a big part in most ads, except for the iPhone 17e promo video, which features a tongue-in-cheek narrator delivering the device’s highlights through short lines and rapid cuts. The same goes for the fun MacBook Neo video, which is the longest of the lot.

While the M4 iPad Air video is by far the most striking, with uncannily creative angles that make the ad feel gravity-defying, the M5 Pro and M5 Max MacBook Pro and M5 MacBook Air videos lean on upbeat improv jazz and Afrobeat soundtracks to highlight their updates.

Watch them below.

9to5Mac’s 9to5mac fernando silva has been hard at work with his own set of videos covering this week’s launches so far, and has published in-depth looks at everything that Apple has announced on 9to5Mac’s YouTube channel. You can watch them below:

• AirPods Pro 3
• AirTag (2nd Generation) – 4 Pack
• Apple Watch Series 11
• Wireless CarPlay adapter
• Logitech MX Master 4