From ‘1984’ to 2026: The whole historical past of Apple on the Tremendous Bowl

You may need heard that the most important soccer recreation of the 12 months is going on this Sunday (“American soccer” for these within the U.Okay.). Nevertheless it’s not simply concerning the New England Patriots versus the Seattle Seahawks–the Tremendous Bowl is the most-watched sporting occasion within the U.S. as a lot for the commercials as for the sport.

Apple made what is probably essentially the most memorable industrial in Tremendous Bowl historical past means again in 1984. This usually results in the thought that Apple and the Tremendous Bowl go hand-in-hand, however truly, Apple’s historical past with the sport is sort of quick. Nonetheless, yearly we hope Apple makes use of the most important stage to showcase or tease a brand new product. And yearly we’re dissatisfied.

However Apple Music does sponsor the Tremendous Bowl halftime present, and this 12 months it options pop famous person Unhealthy Bunny. Suffice it to say, it is going to be watched by some 100 million individuals, one of many largest audiences Apple has ever had. It’s the fourth time Apple has sponsored the present, and, as with the earlier exhibits, it is going to be a spectacle, although not likely a showcase of Apple merchandise.

Earlier than we get to Sunday, right here’s a historical past of Apple on the Tremendous Bowl.

1984 (1984)

Apple’s “1984” advert is commonly known as the best industrial in Tremendous Bowl historical past. Directed by Ridley Scott of “Alien” and “Blade Runner” fame, the 60-second advert solely aired as soon as, as one of many first commercials within the third quarter of Tremendous Bowl XVIII. Its theme was based mostly on George Orwell’s novel, “1984,” and the industrial’s bleak, dystopian imagery struck a chord throughout an period of populist conservatism and the Chilly Conflict. It was designed to generate hype for the announcement of the Macintosh a few days in a while January 24, 1984, and it definitely achieved its objective.

Scott’s path left an enduring impression on common tradition, a lot in order that “Apple” and “Tremendous Bowl” are synonymous–though this advert didn’t characteristic a single Apple product.

Lemmings (1985)

In 1985, Apple–properly conscious of how efficient “1984” was–aired a second advert throughout Tremendous Bowl XIX. Titled “Lemmings,” the industrial was directed by Tony Scott, brother of Ridley, and contains a related tone to advertise a brand new software program suite known as Macintosh Workplace, which was designed to attach a Macintosh to a printer and a file server.

The advert tried to seize the tone of “1984” and it positively left an impression on viewers–simply not the one Apple meant. With a large hype marketing campaign that included seat cushions through the massive recreation and full-page newspaper adverts warning viewers to skip their fourth-quarter toilet break–“Lemmings” didn’t sit properly with viewers. Individuals watching discovered the advert miserable and insulting, and nowhere close to as engaging as “1984.”

HAL (1999)

After the “Lemmings” debacle, 15 years glided by earlier than Apple determined to debut a brand new industrial through the Tremendous Bowl. The advert starred HAL from “2001: A House Odyssey,” and with Stanley Kubrick’s blessing, was a part of a theme with the AI antagonist that included the Macworld San Francisco and WWDC keynotes. The advert got here throughout a time when there was rising concern that computer systems would cease working within the new 12 months due to the Y2K bug, since PCs couldn’t perceive the 12 months 2000, and chaos would ensue.

Apple used the advert to advertise the Mac’s immunity to the Y2K bug resulting from its means to grasp years as much as 29,940. Although the Y2K bug turned out to be a lot ado about nothing, Apple’s third and closing Tremendous Bowl advert turned a cult hit amongst followers.

I Fought the Regulation (2004)

Whereas not technically an Apple advert, Pepsi’s 2004 industrial to announce its partnership with iTunes definitely felt like one. That includes a Inexperienced Day cowl of Sonny Curtis’s “I Fought the Regulation,” the advert featured 16 youngsters who had been sued by the RIAA for illegally downloading music from the web throughout Napster’s reputation.

Mockingly, it’s the one Tremendous Bowl advert right here to really characteristic an Apple product–not an iPod however an iMac G4. The advert and the promotional marketing campaign had been a success and helped propel the iTunes Music Retailer, which was barely a 12 months previous on the time, to new heights.

Rihanna (2023)

After the HAL industrial, Apple didn’t have a direct presence through the Tremendous Bowl. However Apple got here again in 2023 as the foremost sponsor of the Tremendous Bowl’s present inside a present, the halftime presentation. Apple known as it the Apple Music Tremendous Bowl LVII Halftime Present that includes Rihanna, who had not carried out reside in public since 2018.

Apple hyped its new presence on the Tremendous Bowl for weeks main as much as the sport inside Apple Music’s Street to Halftime part, which included radio exhibits, reside broadcasts, interviews, and Apple Music playlists.

Usher (2024)

Apple’s sponsorship of the halftime present wasn’t a one-time factor. Apple got here again the following 12 months with the Apple Music Tremendous Bowl LVIII Halftime Present that includes Consumer. Apple Music has a particular part devoted to the present, with a behind-the-scenes video (shot on iPhone, after all), the set checklist, Spatial Audio variations of songs, an interview, DJ mixes, and radio exhibits that had been reside from the Tremendous Bowl.

Kendrick Lamar (2025)

The Apple Music Tremendous Bowl LIX Halftime Present that includes Kendrick Lamar throughout Tremendous Bowl LIX bought quite a lot of buzz due to the “rap beef” between Lamar and Drake that had been happening earlier than the sport. In line with the NFL, Lamar’s efficiency attracted 133.5 million viewers, essentially the most ever for a Tremendous Bowl halftime present. That’s quite a lot of eyes seeing the Apple Music brand. You’ll be able to relive the efficiency on Apple Music or on YouTube.

Unhealthy Bunny (2026)

Although Apple Music is the sponsor of the Tremendous Bowl Halftime Present, the performer is chosen by Roc Nation, the leisure firm owned by rapper Jay-Z, in response to The Athletic. This 12 months, the decide is Unhealthy Bunny, who hails from Puerto Rico (a U.S.-governed territory) and final weekend received a number of Grammy awards, together with the coveted Album of the Yr. The Unhealthy Bunny Street to Halftime Apple Music website affords Spatial Audio, an interview, and a trailer; it’s going to have extra content material main as much as and after the present. This 12 months the Invitations app has gotten into the enjoyable too with an “unique visible that includes Unhealthy Bunny.

However will there be a brand new Apple advert through the massive recreation as properly? Up to now, there aren’t any rumors that Apple is operating a industrial, however Apple would most likely need to preserve such a factor beneath wraps. Plus, it’s frequent for the halftime present sponsor to run an advert through the Tremendous Bowl—Pepsi, Bridgestone, Dash, AOL, and others all had separate adverts along with the sponsorship. A Tremendous Bowl spot is certainly potential, although it’s extra probably that it’s a industrial in present rotation and never one which was specifically made for the Tremendous Bowl.