Apple has let loose characters from its video game subscription service on its main website in a major cross-promotion effort designed to boost sales of Apple Arcade subscriptions as well as MacBook’s, iPads and iPhones.
The idiosyncratic approach saw Apple’s staid product pages enlivened by the colourful antics of Sonic the Hedgehog running rings around a MacBook Pro, while another samurai character models a pair of AirPods and a robot drops in on the iPhone 11.
Elsewhere a group of characters are seen taking a break from videogames to watch some television by sitting around an Apple TV 4K.
The animated action brings a bit of fun to Apple’s marketing efforts and illustrates well the broadening ambition of the tech giant to become a services provider not just a hardware supplier.
Apple recently reported record-breaking first-quarter results in which iPhones, wearables and services combined to drive quarterly revenue to $91.8bn, the highest ever and a 9% rise in the same period a year ago.
Apple Arcade launched in March last year, offering over 100 video games across mobile, desktop and Apple TV.