FILE - In this April 30, 2015 file photo, Apple CEO Tim Cook responds to a question during a news conference at IBM Watson headquarters, in New York. The dispute over whether Apple must help the FBI hack into a terror suspect's iPhone is about to play out in a Southern California courtroom. The hearing Tuesday, March 22, in U.S. District Court in Riverside is the first in the battle that has seen Cook and FBI Director James Comey spar over issues of privacy and national security. (AP Photo/Richard Drew, File) (AP)

iPhone 7 unveiling features James Corden, "Carpool Karaoke" and a plumber named "Mario"

Nintendo's Shigeru Miyamoto took the stage to great applause as he introduced "Super Mario Run"

Scott Eric Kaufman
September 7, 2016 9:29PM (UTC)

Apple kicked off its unveiling of the iPhone 7 in the customary fashion — by having CEO Tim Cook hitch a ride to the proceedings with James Corden and sing a OneRepublic song "Carpool Karaoke"-style.

In addition to picking up Pharrell along the way, Corden asked a pointed question— "What are you gonna wear on stage? I’d wear a suit made of apples, a cane with an Apple on top. I’d walk out and be like, 'This is it, bitches'”— but the entire sketch had a more obvious function, i.e. to serve as an advertisement for Apple Music's exclusive "Carpool Karaoke" series, which will premiere in 2017.


After boasting about the number of total App Store downloads, Cook welcomed onstage a figure whose signature work is bound to add a few billion more to that total: Shigeru Miyamoto of Nintendo. Miyamoto announced that Apple and Nintendo were partnering to create "Super Mario Run."

"The magic of Mario is that anyone can pick up the game and start playing; and now we’ve made it even simple," Miyamoto said through a translator.

"The goal reminds the same: Collect coins, get to the flag at the end," he added. "But now you can play it one-handed. You can play while standing on the subway or eating a Hamburger or eating an Apple."

Scott Eric Kaufman

Scott Eric Kaufman is an assistant editor at Salon. He taught at a university, but then thought better of it. Follow him at @scottekaufman or email him at

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