When the project was started, Apple was running a ton of ads showing all of the new movies and series that were available on AppleTV. Playing with the idea of how the Mac Apple got its “bite”, and all of the hype around Star War: The Force Awakens newly released on the platform, the concept was formed. Going with a more 2D clean design, the quick five-second ident tells the story of what happened to BB-8’s apple.​