The iPhone X commercial song from 2018 is "Notion" by the indie rock band Tash Sultana, which featured prominently in Apple’s global marketing campaign to highlight the device's groundbreaking bezel-less OLED display and advanced camera technology. This track helped establish the moody, immersive, and artistic tone of the product rollout.
Introduction to Apple's 2018 iPhone X Marketing Strategy
Apple’s marketing campaigns have long been recognized as cultural touchstones, frequently propelling independent artists and underground tracks into international mainstream success. In 2018, following the late 2017 release and ongoing market push of the iPhone X, Apple launched high-profile television, digital, and cinema advertisements. These spots were engineered to showcase the device's design evolution—most notably the removal of the physical home button, the introduction of the Super Retina OLED display, and advanced computational photography capabilities like Portrait Lighting.
To convey these technical advancements without relying on dry technical specifications, Apple paired cinematic visuals with a distinct musical score. The choice of music was critical: it needed to bridge the gap between high-tech luxury and raw, human creativity. This overview explores the origins of the song, the artist behind it, the specific commercials it powered, its commercial impact, and its enduring legacy within the broader landscape of tech advertising.
Identifying the Song: "Notion" by Tash Sultana
The track featured in the prominent 2018 iPhone X advertisements is "Notion," written, performed, and produced by the Australian multi-instrumentalist, singer-songwriter, and loop station artist Tash Sultana. Released initially as part of an independent EP of the same name in 2016, the song gained massive traction organically before catching the attention of global brands and synchronization licensing executives.
"Notion" is a genre-blending piece that combines elements of psychedelic rock, reggae, indie pop, and soul. Built upon a foundation of intricate electric guitar layering, emotional vocal delivery, and atmospheric reverb, the track stands out for its dynamic progression. It begins with a hypnotic, melancholic guitar riff and gradually builds into an explosive, guitar-driven climax. This emotional architecture provided Apple with a versatile audio backdrop that could transition seamlessly from subtle, intimate device interactions to sweeping, cinematic showcases of display color accuracy and depth.
Artistic Background of Tash Sultana
Before the Apple synchronization brought global multi-platinum exposure, Tash Sultana built a following through busking on the streets of Melbourne and uploading viral bedroom performance videos to YouTube—most notably a live looping video of the track "Jungle." Sultana's DIY ethos, mastery of over a dozen instruments, and distinct live-looping performance style aligned well with the creative narrative Apple often seeks to project: that advanced tools empower individual human expression.
Anatomy of the 2018 iPhone X Commercials
Apple utilized "Notion" across a series of broadcast spots and digital video assets designed to reinforce the premium status of the iPhone X. While the device had debuted in late 2017, the primary marketing blitz continued well into 2018 as manufacturing scaled up and availability expanded globally.
Key Commercial Themes and Visual Pairing
The commercials leveraging "Notion" typically focused on specific consumer-facing features. The editing rhythm of the spots was tightly synchronized with the cadence of the song:
- The Super Retina Display: Visuals emphasized edge-to-edge screen real estate, utilizing dark, high-contrast wallpapers and vivid HDR video playback that demonstrated the deep blacks and color reproduction of the custom OLED panel.
- Face ID and TrueDepth Camera: Close-up shots showcased the seamless authentication process, mapping the user's face in real-time as the musical track maintained a steady, suspenseful rhythm.
- Portrait Lighting: Dynamic studio lighting simulations were demonstrated against the backdrop of the song’s rising melodic swells, emphasizing artistic control in everyday photography.
By utilizing the atmospheric build-up of "Notion," Apple transformed routine smartphone interactions—such as unlocking a phone, viewing photos, or streaming video—into dramatic, high-art moments.
Commercial Impact and Chart Performance
The inclusion of an independent artist's track in a global Apple commercial historically yields immediate streaming and commercial acceleration, often referred to in the industry as the "Apple effect."
Following the heavy rotation of the 2018 campaign, "Notion" experienced significant surges across digital streaming platforms such as Spotify and Apple Music. The track climbed various alternative and rock charts globally, introducing Sultana's catalog to millions of new listeners who had not previously encountered independent Australian psych-rock. Furthermore, the exposure cemented Tash Sultana’s transition from a successful independent touring act to a globally recognized headlining artist capable of selling out major international venues.
| Attribute | Detail |
|---|---|
| Song Title | Notion |
| Artist | Tash Sultana |
| Original Release Year | 2016 (EP Release) / 2018 (Global Campaign prominence) |
| Genre | Psychedelic Rock, Indie Pop, Reggae-infused Rock |
| Key Features Highlighted | Super Retina OLED Display, Face ID, TrueDepth Camera, Portrait Lighting |
| Campaign Year | 2018 |
Historical Significance in Apple's Audio Branding Strategy
Apple’s curation of music for iPhone advertisements has evolved over the decades from upbeat pop anthems and indie-dance tracks (such as Feist's "1234" for the original iPod nano or Yael Naim's "New Soul" for the MacBook Air) to more atmospheric, culturally diverse, and genre-defying selections.
By 2018, the smartphone market had matured significantly. Devices across manufacturers offered similar base functionalities, making emotional resonance and brand lifestyle alignment more critical than listing hardware specifications. Selecting an artist like Tash Sultana—who represented artistic independence, multi-instrumental mastery, and grassroots digital success—allowed Apple to position the iPhone X not merely as a piece of consumer electronics, but as a sophisticated canvas for personal creativity.
Frequently Asked Questions
What is the exact name of the song used in the 2018 iPhone X commercial?
The song is titled "Notion" and is performed by the Australian artist Tash Sultana.
When was the song "Notion" released compared to the commercial?
"Notion" was originally released independently as part of Tash Sultana's Notion EP in September 2016. It gained wider mainstream synchronization prominence and heavy commercial rotation during Apple's global marketing push in 2018.
Did Apple commission the song specifically for the iPhone X?
No, the song was not originally written or commissioned for Apple. It was an existing independent track that Apple's music supervision team licensed for use in their global advertising campaign.
How did the commercial affect Tash Sultana's career?
The global exposure significantly boosted streaming numbers on platforms like Spotify and Apple Music, expanded international audience reach, and contributed to higher-profile festival billings and ticket sales for world tours.
Where can I watch the original commercial?
While Apple regularly rotates its official YouTube channel video archives, multiple fan-archived copies and commercial compilation reels featuring the spot remain available across video-sharing platforms.
Conclusion and Next Actions
The pairing of Tash Sultana's "Notion" with the iPhone X in 2018 remains a strong example of effective music synchronization in consumer technology marketing. It successfully elevated a complex hardware rollout into an emotionally engaging brand experience. For those looking to explore this era of tech advertising further, listening to the full Notion EP provides deeper context into the artist's broader sonic style, while examining Apple's 2018 keynote archives offers technical insight into the device features the song was chosen to accompany.
