You might need heard that the most important soccer recreation of the yr taking place this Sunday—that’s “American soccer” for these within the U.Okay. Nevertheless it’s not simply concerning the Philadelphia Eagles vs. the Kansas Metropolis Chiefs: The Tremendous Bowl is the most-watched sporting occasion within the U.S. as a lot for the commercials as for the sport.

As tech publications like this one prefer to level out, Apple made what is maybe essentially the most memorable industrial in Tremendous Bowl historical past approach again in 1984. This usually results in the thought that Apple and the Tremendous Bowl go hand-in-hand, however really, Apple’s historical past with the sport is kind of quick. However nonetheless, yearly we hope Apple makes use of the most important stage to showcase or tease a brand new product. And yearly we’re disillusioned.

However Tremendous Bowl LVII may very well be totally different. After a 10-year run by Pepsi, Apple Music is sponsoring the Tremendous Bowl halftime present, which is that includes Rihanna’s first main dwell look since 2016. Suffice it to say, it will likely be watched by some 100 million individuals, one of many largest audiences Apple has ever had. It’s the primary time Apple is sponsoring the present, so we don’t actually know what to anticipate. Will Rihanna be sporting AirPods? Will MacBooks grace the stage? And most significantly, will Apple run an advert throughout the large recreation?

Earlier than we get to Sunday, right here’s a historical past of Apple’s Tremendous Bowl adverts.

1984 (1984)

Apple’s 1984 advert is usually known as the best industrial in Tremendous Bowl historical past. Directed by Ridley Scott of “Alien” and “Blade Runner” fame, the 60-second advert solely aired solely as soon as, as the primary industrial going into halftime of Tremendous Bowl XVIII. Its theme was primarily based on George Orwell’s novel, 1984, and the industrial’s bleak, dystopian imagery struck a chord throughout an period of populist conservatism and the Chilly Battle. It was designed to generate hype for the announcement of the Macintosh on January 24, 1984, and it actually completed its purpose.

Scott’s route left an enduring impression on in style tradition, a lot in order that “Apple” and “Tremendous Bowl” are synonymous–regardless that this advert didn’t function a single Apple product.

Lemmings (1985)

In 1985, Apple–effectively conscious of how efficient 1984 was–aired a second advert throughout Tremendous Bowl XIX. Titled Lemmings, the industrial was directed by Tony Scott, brother of Ridley, and encompasses a related tone to promote a brand new software program suite known as Macintosh Workplace, which was designed to attach a Macintosh to a printer and a file server.

The advert tried to seize the tone of 1984 and it positively left an impression on viewers—simply not the one Apple meant. With an enormous hype marketing campaign that included seat cushions throughout the large recreation and full-page newspaper adverts warning viewers to skip their fourth-quarter toilet break—Lemmings didn’t sit effectively with viewers. Individuals watching discovered the advert miserable and insulting, and nowhere close to as engaging as 1984.

HAL (1999)

After the Lemmings debacle, 15 years glided by earlier than Apple determined to debut a brand new industrial throughout the Tremendous Bowl. The advert starred HAL from 2001: A Area Odyssey, and with Stanley Kubrick’s blessing, was a part of a theme with the AI antagonist that included the Macworld San Francisco and WWDC keynotes. The advert got here throughout a time when there was rising concern that computer systems would cease working int he new yr due to the Y2K bug, and chaos would ensue.

Apple used the advert to advertise the Mac’s immunity to the Y2K bug as a result of its skill to know years as much as 29,940. Although the Y2K bug turned out to be a lot ado about nothing, Apple’s third and closing Tremendous Bowl advert wasn’t all that well-received on the time however turned a cult hit amongst followers.

I Fought the Legislation (2003)

Whereas not technically an Apple advert, Pepsi’s 2004 industrial to announce its partnership with iTunes actually felt like one. That includes a Inexperienced Day cowl of Sonny Curtis’s “I Fought the Legislation,” the advert featured 16 youngsters who have been sued by the RIAA for illegally downloading music from the web throughout Napster’s recognition. Paradoxically, it’s the one Tremendous Bowl advert right here to really function an Apple product–not an iPod however an iMac G4. The advert and the promotional marketing campaign have been successful and helped propel the iTunes Retailer to new heights.

Rihanna (2023)

It’s been 24 years because the HAL industrial, and Apple is coming again to the Tremendous Bowl–however this time it’s as the most important sponsor of the Tremendous Bowl’s present inside a present, the halftime presentation. Apple calls it the Apple Music Tremendous Bowl LVII Halftime Present that includes Rihanna, who hasn’t carried out dwell in public since 2018.

Apple has been hyping its presence at Tremendous Bowl LVII all month inside Apple Music’s Rihanna’s Highway to Halftime part, which incorporates:

• Halftime Hype Radio: 10-part collection that appears again at previous halftime reveals.
• Rihanna Revisited Radio: Eight-part collection that displays on Rihanna’s music catalog.
• Reside from Tremendous Bowl LVII: Day by day dwell broadcasts that “seize the joy” of the sport and the halftime present.
• NFL group and participant playlists.
• An interview with Rihanna on Apple Music Radio.

There’s additionally a rumor that Apple is making a behind-the-scenes documentary that can air on Apple Music. And the efficiency will probably be out there to stream following the present.

However will there be a brand new Apple advert throughout the large recreation as effectively? Up to now there aren’t any rumors that Apple is operating a industrial, however Apple would most likely wish to hold such a factor below wraps. Plus, it’s frequent for the halftime present sponsor to run an advert throughout the Tremendous Bowl—Pepsi, Bridgestone, Dash, AOL, and others all had separate adverts along with the sponsorship. And Apple has been operating fixed adverts for Undo Ship in Messages and Apple TV+ throughout the 2023 Playoffs, so a Tremendous Bowl spot is certainly potential.

And the timing is true—Ridley Scott’s upcoming movie Napoleon shall be airing on Apple TV+ later this yr. So perhaps Apple acquired him to direct a follow-up to 1984? We’ll discover out on Sunday.