Apple has released four new autonomous sensory meridian response or ASMR videos as part of their "Shot on iPhone" campaign.
There's a sizable ASMR community online, and the tech company is tapping into this market by demonstrating how well the new iPhone models work for ASMR.
Apple Does ASMR With iPhone
Each video focuses on a specific sound that's ASMR-friendly. It's all shot using iPhone and is meant to help users "to relax wherever you are," according to the YouTube description.
One of the videos is titled Whispers from Ghost Forest, which features a woman narrating a spooky story in a hushed whisper that's common on ASMR videos. The rest of the videos are called Satisfying woodshop sounds, Crunching sounds on the trail, and A calm rain at camp.
All videos were directed by Anson Fogel, who is a commercial director who has helmed campaigns by Apple, Amtrak, and Volkswagen. Fogel used the iPhone XS and XS Max for the "Shot on iPhone" videos.
It's not everyone's cup of tea, though, with Gizmodo's Victoria Song describing it as being "like nails on a chalkboard" to her.
After all, ASMR isn't something that everyone is on board with.
About The Phenomenon Of ASMR
According to a 2015 study, ASMR is a "sensory phenomenon, in which individuals experience a tingling, static-like sensation across the scalp, back of the neck and at times further areas in response to specific triggering audio and visual stimuli." Many people who experience it report feelings of relaxation and well-being as well as improved symptoms of depression and chronic pain.
There's limited research about ASMR at this point, but there are plenty of videos in YouTube to indulge in for those who enjoy it.
In a 2018 report, Vox noted that while it's not often sexual, it's a little similar with people who engage in it being very specific about what they want. A lot of ASMR fans eventually get tired of listening to the same thing over and over again.
Maria, who runs the famous Gentle Whispering channel, explained to Vox that what people like can change day by day and can depend on their moods. ASMR channels often seek out new triggers to keep things fresh.
"Whenever a new trigger pops up, people just go crazy about it," she continued. "We also need to diversify a bit — otherwise we're going to get stale and boring."