June 15, 2024


Digitally first class

Apple’s ‘Underdogs’ return to show how Apple products power small businesses


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Apple on Thursday shared a new video in its “Apple at Work” series, showing how Apple products, like the iPad, iPhone, and Apple’s own apps, can help small businesses achieve big goals.

In 2019, Apple released “The Underdogs,” a three-minute film that followed a group of four office workers who gathered together to undertake a seemingly impossible task — creating a round box.

In 2020, the crew reunited remotely in a short film that showcased Apple’s collaborative tools. The team used FaceTime, iMessage, Notes, and more to create another impossible project — pandora’s box.

The Underdogs have united once again in a nine-minute-long film. This time, the characters were depicted using Apple devices, and the new business features offered to come together and launch their own startup business.

Along with the new video, Apple’s Business site has been updated with a feature on Apple Business Essentials. The service offers small businesses tight Apple integration from onboarding, backups, privacy options to repairs.

The site also highlights how different devices can fit the needs of a business thanks to Apple software and hardware features.

Apple Business Essentials is slated to launch in Spring 2022, with a beta of the service available immediately.


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