Apple Says: The Cat Stays in the Picture

Kitty cleans up real good, too

So, you want to delete your partner’s beloved cat from an iPhone 16 photo.

Really?

Let’s see how well this goes down in director Andreas Nilsson’s sly take on the brand’s Clean Up feature:

Phew! Now their stifling, feline-friendly existence can continue apace.

Nilsson’s a frequent Apple collaborator, and this particular spot serves as a kind of low-key sequel to this recent effort about a goofy weight-lifter erasing mom from a picture.

Developed by Apple Marcom, the clean up clip will run across digital, social and broadcast platforms.

Apple’s had a busy week, and that darn cat represents its third notable ad. Displaying a typically broad range of styles and textures, the tech titan also told Mexican folktales in a throwback video-game Western and vividly fused illustration and photography on iPhone and iPad.

As for this towel-covered back-to-college romp, well, that was Amazon. Though the etailer seemed to be cribbing from Apple’s creative approach just a bit.