A Festive Diwali Curiosity: Tim Cook’s Token of Gratitude
On the morning of Diwali, a fleeting moment had me pondering whether Tim Cook might leave us speculating about the origins of a particular photograph.
The image featured vibrant red bangles, two hands delicately cradling a diya, and an abundance of floral decor that would make any gathering seem lackluster by comparison.
Cook extended heartfelt Diwali wishes to all celebrants, expressing his belief that the festival’s illumination would kindle a bright year ahead.
Just as I began to grapple with concerns that an Apple associate might have opted for a Samsung, the reassurance arrived: “Shot on iPhone 18 Pro Max by Gursimran Basra.”
Clearing Up the Ambiguity
I was indeed relieved he clarified the matter. It certainly set the tone for a less anxious day ahead.
The Photograph and Its Context
The image is credited to Gursimran Basra, while the individual conveying the well-wishes is none other than Apple’s executive chair, a position that transitioned after John Ternus assumed the role of CEO in September.
Cook has largely vacated the operational helm but remains active in fulfilling the role of chief messenger.
In 2021, he shared two Diwali images captured by Basra, utilizing an iPhone 13 Pro Max for that occasion. Fast forward five years, and an update was clearly due for one of those identifiers.
Evolving Tokens of Gratitude
The wording has indeed evolved over time. In 2024, Cook acknowledged Rohit Vohra alongside the iPhone 16 Pro Max, while in 2025, he expressed gratitude towards Apeksha Maker and the iPhone 17 Pro Max.
For the Holi festival in 2025, Kushagra Tiwari received credit, and the phone was included under an accompanying hashtag.
This year, however, Cook chose to forego the hashtag in his Diwali greetings, confident that the sales apparatus would remain intact, as the model name was still prominently featured in his post.
Samsung’s Cinematic Gaze
Samsung India has been showcasing its prowess with the “Shot on Galaxy” campaign. Recently, a Delhi University photography club member captured a winter scene using a Galaxy S10+ amidst the scenic Himachal Pradesh.
Likewise, Samsung Australia embarked on a three-part office mystery filmed with a Galaxy device. If I were directing a series subsidized by Samsung, I would grant a day off to any crew member who arrived with an iPhone.
The Battle of Battery Life and Branding
Samsung has also pushed the narrative of battery longevity. In the “Wall Huggers” campaign, it humorously situated iPhone users next to charging ports at airports to spotlight the Galaxy S5.
In India, it even conjured a whimsical creature, named Mo-B, to promote the Galaxy M51, renowned for its robust 7,000 mAh battery.
While these humorous approaches may differ in execution, the message about battery endurance requires time to solidify.
In contrast, a compelling photograph can succinctly convey the capabilities of a camera, even when the narrative around battery life unfolds over time.
Rivalry Among Giants
Google has similarly entered the fray with its “Shot on Pixel” series, allowing clubs’ social media teams to utilize Pixel cameras to capture the essence of sports action.
Xiaomi extends an invitation to photographers to showcase their work under the “Shot on Xiaomi x Leica” initiative, thus ingeniously inserting two brands into the acknowledgment where Apple defaults to a single name.
Meanwhile, vivo India enlisted Sidharth Malhotra to document his travels with the V80 in its own celebratory campaign.
Herein lies a contest—how effectively one associates a striking image with a particular device. Apple has the diya, Google boasts the touchline, and Samsung epitomizes the airport floor in a discussion on battery performance.
Holidays and Innovation
I did stumble upon a Christmas parallel. On December 1, 2024, Cook leveraged #ShotOniPhone to celebrate Aardman’s Wallace & Gromit holiday animation at Battersea Power Station, specifying the iPhone 16 Pro Max.
Yet, on Christmas Day that year, he refrained from revealing the device in his greetings. I can only assume the iPhone took that in stride.
A Legacy of Captivation
The ingenuity of the original “Shot on iPhone 6” campaign lay in its capacity to answer a question the photograph prompted.
A compelling image seemed fit for a billboard, leaving viewers curious about its origin—only to discover it was crafted with a mobile device.
The campaign’s architects presented a compelling narrative at a time when competitors avidly discussed megapixels.
They let the images speak for themselves—a potent argument that undoubtedly unsettled anyone who had previously invested in a camera for vacations.
An Expected Reveal
Over the years, the phrase became predictable. In 2023, Apple showcased its Mac launch filmed on an iPhone and edited on a Mac.
They highlighted the crew, the equipment, and the labor of the iPhone 15 Pro Max. Such a deliberate approach lent significance to the presentation while fulfilling Apple’s penchant for intertwining device specifications with product announcements. I assume a coffee pot brewed in the background, though the company has yet to clarify its origins.
Illuminating the Diwali Message
This year, Apple produced an entire Diwali film to underscore its camera technology. In “Step Into the Light,” Raw Mango’s Sanjay Garg showcased the iPhone 18 Pro amidst a Rajasthan fort adorned with dancers, traditional textiles, and the esteemed Juhi Chawla.
The cinematographer elucidated how the camera’s expansive aperture enhanced low-light performance with the dancers—a compelling argument supporting the choice of this particular device.
Meanwhile, Cook’s post bore a simpler task: to embed the name of the phone in the hearts of those seeking a remarkable picture of a diya.
Embedding Brand Recognition
This strategic inclusion holds significant merit. A photograph can traverse the digital landscape without the accompanying device ever making an appearance.
If the model name is omitted, praise might be directed towards the photographer, and the audience enjoys a beautiful image, yet the device must rely on serendipity for recognition.
Apple adeptly places the device name in the post, ensuring visibility without necessitating an inquiry. Even those uninterested in acquiring a new phone may find the title lodged in their memories between images of diya and laddoo.
A Fair Credit
This method does not veer into cynical territory. Basra’s name accompanied a striking image, a better accord than what many photographers often receive when their creations circulate.
His artistic choices dictated the composition and allowed the flame to capture the viewer’s gaze. Ownership of the same phone does not guarantee a photographer will avoid capturing a misfired image featuring their thumb.
The attribution of camera credit stands as a fair representation. Still, I wonder if Apple has reached an apex where the audience can autonomously connect the dots.
Anticipating Next Year’s Reveal
Imagine perusing the greeting and pausing before the model name. You’d still absorb the essence of Diwali—its light and good intentions. There lies the moment ripe with expectation for Cook to reveal what captured the image.
That anticipation is the reward of years spent establishing Apple’s branding. Competitors like Samsung and Google could also associate their names with impressive photographs, though they would need to perform this act repeatedly before I would instinctively fill in the gaps when receiving holiday wishes from their leadership.
In the coming year, I hope Cook cultivates suspense by sharing the photograph solely with the photographer’s name. Most would likely deduce the camera’s identity before the diya’s flame flickers out. Should it reveal itself to be a Samsung, I pledge to read until the very end.
Source link: Openthemagazine.com.
