Apple’s official YouTube channel sees plenty of uploads on a regular basis, most of which aim to sell a product or two. The company’s latest uploads do the same, but with a different tactic.

Apple has uploaded four new videos on its official YouTube channel, each of which fall into the ASMR category. ASMR is short for “autonomous sensory meridian response”, and it’s a popular type of YouTube video. Each of the ASMR videos are part of the “Shot on iPhone” ad campaign, which has been running strong for years now.

More interesting, though, and probably due to the type of video more than anything else, is that these are some of the longest ads Apple has published as part of the campaign. The shortest video runs in at just over six minutes, while the longest comes in with a runtime of over 10 minutes.

So, here are the new videos:

Whispers from ghost forest

ASMR, shot and recorded on iPhone, to relax wherever you are. Unwind with the whispered legend of Ghost Forest. Shot on iPhone XS and iPhone XS Max by Anson Fogel. Additional software and professional hardware used.

Satisfying woodshop sounds

ASMR, shot and recorded on iPhone, to relax wherever you are. Savor the rhythmic sounds of wood as it’s scraped and shaved into a work of art. Shot on iPhone XS and iPhone XS Max by Anson Fogel. Additional software and professional hardware used.

Crunching sounds on the trail

ASMR, shot and recorded on iPhone, to relax wherever you are. Follow the satisfying crunch underfoot, wherever the trail takes you. Shot on iPhone XS and iPhone XS Max by Anson Fogel. Additional software and professional hardware used.

A calm rain at camp

ASMR, shot and recorded on iPhone, to relax wherever you are. Immerse yourself in the delicate tapping of rainfall, without getting wet. Shot on iPhone XS and iPhone XS Max by Anson Fogel. Additional software and professional hardware used.

So, that’s different! What do you think of Apple’s new series of ASMR videos?