# Apple Three Minutes

> Apple's iPhone-shot reunion film carried a reported 68 million-view campaign claim.

- Owner: Apple
- Kind: Campaign
- Sector: Technology
- Seed date: 2018-02-01
- Peak date: 2018-02-02
- Spread Score: 58 (Notable, provisional), v1.2
- Mechanics: Platform jump, Press loop, Controversy, Newsjacking, Transgression

## Summary

Apple released a reunion film for Chinese New Year. Discussion on WeChat and Weibo accompanied paid video, TV and outdoor placements. The film received festival and advertising awards; an entrant case study later claimed growth in Apple’s WeChat followers.

## Timeline

- 2018-02-01 — Apple Singapore (YouTube) — Apple posted Three Minutes on its Singapore YouTube channel; Guangming later reported a Youku premiere at 20:00.
- 2018-02-01 — Apple (Open web) — Apple launched a companion page with filming tutorials and behind-the-scenes footage.
- 2018-02-02 — Chinese social-media users (Open web) — A later paper placed the iiMedia popularity peak on February 2; Zhiwei dated its first high to that evening.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/apple-three-minutes

Cite as: How It Spread (2026). “Apple Three Minutes.” Case HIS-00029. Spread Score v1.2: 58/100. Updated 2026-10-17. https://howitspread.com/id/HIS-00029