Apple Briefs Always Start with a Feature Adding Tension Made the Script Funnier Cast for Improv Then Be Ready to Toss the Script Working With the Actors to Find the Scene How They Decided to Tackle the Apple AI Brief On the Decisions Behind the Prospectus Spot Editing Comedy Is Giving It Time to Breathe Why David Shane Was the Right Director The Right Props Can Do Half the Work Repetition and Music Helped Sell the Idea Comedy as a Gift