Apple spotlights Aceh's Ratoh Jaroe dance in latest #ShotoniPhone feature

Apple’s Instagram Reels feed recently turned into a moving tribute to Indonesia’s rich cultural tapestry with a striking visual featuring Ratoh Jaroe, a traditional Acehnese dance. Shared under the company’s #ShotoniPhone campaign, the video captures dancers moving in synchronised precision - an interplay of rhythm, tradition and modernity.

The piece was created by Agung Pambudi, co-founder of Parallel Studio, whose team worked with a choreographer and photographer to bring the performance to life. The dancers, clad in black attire paired with Aceh’s signature songket fabric, perform meticulously timed hand gestures and percussive body movements in seamless formation.

“Ratoh Jaroe, with its Acehnese dance and rhythms, is paired with modern music to create a unique Indonesian expression,” reads the caption on Apple’s official account.

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Although Apple did not specify which iPhone model was used, the video’s technical finesse is evident. It manages to preserve focus and detail in dynamic lighting conditions, showcasing the iPhone’s camera capabilities.

The video has racked up over 144,000 likes and 5,700 comments as of 3 July morning, resonating with global viewers. It’s a testament to the evolving narrative Apple is pushing - where everyday creators and cultural stories get a global stage through the lens of an iPhone.

For Pambudi, the creative journey was also a redefinition of what tradition means in the modern age. “The more I worked with Bang Dek Gam, Kasimyn, and Mas Gatut, the more ‘tradition’ started to feel less like the past - and more like something alive, shifting, leading us to somewhere new,” he shared in the video’s description, referring to the project team.

Apple has consistently highlighted user-generated content in its #ShotoniPhone series, including recent work by Merky Films - founded by British rapper Stormzy. Their short piece Big Man, uploaded on 19 June, has garnered over 46,000 likes and similarly reflects Apple’s push to champion creative expression from all corners of the globe.

Meanwhile, for this year’s Chinese New Year campaign, Apple’s “I made a mixtape for you” was shot entirely on the iPhone 16 Pro, following a young man named Wei as he navigates family pressure around dating during a reunion dinner.

The Ratoh Jaroe dance, recognised by UNESCO in 2011 as part of the world’s intangible cultural heritage, is no stranger to the international stage. Its mesmerising performance captivated audiences during the opening ceremony of the 2018 Asian Games, showcasing the power of synchronised movement and cultural storytelling.

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