Reliance Digital has brought back its #TakeTheFirstBite campaign ahead of Apple’s iPhone 18 Pro Series launch, this time giving one of history’s most recognisable apple moments a contemporary retail twist.

The latest creative in the series reimagines Sir Isaac Newton as 'Mr iSeek NewPhone', placing him in queue for the latest iPhone outside the retail outlet. The second creative takes off from where the previous creative ended, with the reputed late inventor beneath the famed apple tree while he looks up in anticipation of a very different kind of Apple drop. The play on Newton’s name and his association with the apple creates the central hook for the campaign. 

The campaign builds on Reliance Digital’s earlier #TakeTheFirstBite platform, which was introduced around Apple product launches including the iPhone 17e and M5-powered MacBooks. The latest iteration shifts the focus to the anticipation surrounding the upcoming flagship launch, while positioning the brand as a destination for consumers looking to get the new device early.

What we think about it: Using an instantly recognisable historical reference gives the creative an immediate visual hook and makes the Apple connection easy to decode without relying on product-heavy communication that overpowers the idea. However, beyond the pun and launch anticipation, there is limited creative depth connecting the idea specifically to the brand.