How to Make an Apple-Style Launch Video with AI
By the Maybe Labs teamAn Apple-style launch video is defined by restraint: one idea per scene, oversized typography, generous pauses, a dark or neutral stage, and motion that glides instead of bounces. You don't need Apple's budget to get the feel — you need their rules. Here they are, and how to prompt an AI to follow them.
The five rules of the Apple look
- One idea per scene — never two claims on screen at once.
- Type is the hero: short lines, huge scale, tight tracking.
- Slow in, slow out — eased motion, no hard cuts mid-thought.
- A quiet stage: dark or neutral background, one accent color.
- Silence is pacing: let key claims breathe before the next scene.
The structure, beat by beat
| Beat | Duration | What happens |
|---|---|---|
| Tease | 2–3 sec | A single provocative line on an empty stage |
| Reveal | 3–4 sec | Product name and hero visual, centered |
| Claims | 10–15 sec | One benefit per scene, type-led |
| Proof | 3–4 sec | A number or demonstration moment |
| Close | 3–4 sec | Logo, product name, one line, quiet end |
How to prompt for it
Name the style and the constraints, not just the content. A brief like “30-second launch video, Apple keynote style: dark stage, one idea per scene, oversized type, slow eased motion, no more than six words on screen” gives the AI the direction a creative director would give. Then cut anything that feels busy — restraint is the whole trick. The deeper principles are in what makes motion feel premium.
Where teams get it wrong
- Cramming features in — Apple ships one message per scene, always.
- Fast, springy motion — the premium feel comes from weight and ease.
- Decorative gradients and particles — the quiet stage is the brand.
- Running long — see how long a launch video should be.
Apple-style video FAQ
What makes a launch video feel like Apple's?
Restraint: one idea per scene, oversized typography, eased motion, a quiet dark stage, and deliberate pauses between claims.
Can AI really produce that style?
Yes — if you prompt the constraints (scene count, words on screen, pacing, palette) rather than just the content. The style is a set of rules, and rules are what AI follows best.
How long should an Apple-style launch video be?
25–40 seconds. The style depends on breathing room, which collapses if you try to fit two minutes of claims into it.
Write six short lines, give the AI the rules above, and cut until it feels almost too empty — that's usually exactly right. Maybe Labs takes that brief and returns the cut, start from a template if you want the structure pre-set.
Make your next launch in motion
Maybe Labs turns prompts into product launch and update videos — story, assets, and final cut, start to end.
Get early access →