Apple's Holiday Ad Just Dropped, and It's as Enchanting as You'd Expect

That’s the subject of “Sway,” this year’s holiday ad from Apple. It follows a woman walking down a snow-dusted street. She briefly stops to whip out her iPhone X and put on Sam Smith’s “Palace”—transmitted through her AirPods, natch—and the world transforms into a private stage that she dances wistfully across.

The story picks up when she slams into a handsome stranger, who catches her mid-twirl.