The Tool Desk
Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Apple changed the audio in its “Big and Bigger” commercial for the iPhone 14 and iPhone 14 Plus, replacing Idris Elba’s vocal track with an instrumental edit. The move followed comments that a repeated lyric sounded like an anti-Black racial slur to some listeners. Apple did not publicly confirm that the mishearing caused the change.
What Apple changed
The advertisement was not removed. Apple replaced the version in which Idris Elba’s vocals were audible with a version using the instrumental backing track. Contemporary reports said the video description still credited Elba’s song, “Biggest.” The audio edit was reported on November 28, 2022, about two months after the commercial appeared around the iPhone 14 launch.
9to5Mac and AppleInsider described the change as a vocal removal rather than a replacement of the entire soundtrack.
Original and revised versions
| Version | Audio | What remained |
|---|---|---|
| Original launch-period ad | Elba’s vocals and instrumental backing | The “Big and Bigger” iPhone 14/14 Plus commercial |
| Reported revised edit | Instrumental backing without the vocal passage | The same product advertising and song credit, according to contemporary reports |
Which ad and song were involved?
The spot was Apple’s “Big and Bigger” campaign for the iPhone 14 and iPhone 14 Plus. Its message centered on size: the iPhone 14 Plus brought a 6.7-inch display to the standard iPhone line, giving Apple a “big” and “bigger” product distinction.
#1 Best Overall
- This phone is unlocked and compatible with any carrier of choice on GSM and CDMA networks (e.g. AT&T, T-Mobile, Sprint, Verizon, US Cellular, Cricket, Metro, Tracfone, Mint Mobile, etc.).
- Please check with your carrier to verify compatibility.
- The device does not come with headphones or a SIM card. It does include a generic (Mfi certified) charging cable.
- Tested for battery health and guaranteed to have a minimum battery capacity of 80%.
The soundtrack was “Biggest,” a song by Idris Elba, who also works as a DJ. The commercial entered the song near a passage that repeatedly emphasizes the word “biggest,” followed by a lyric referring to “the biggest bounce of the summer.” Reports from 9to5Mac and AppleInsider identified the track and the relevant section.
Why did some viewers hear a slur?
The intended lyric was “biggest.” Some viewers said the highly processed, repeated delivery sounded like the N-word when isolated from the rest of the song. This is a phonetic mishearing, sometimes called a mondegreen: an unclear sound is interpreted as a different word or phrase.
Rank #2
- Vibrant 6.1-inch Super Retina XDR display with OLED technology. Action mode for smooth, steady, handheld videos.
The commercial’s short edit made that ambiguity more noticeable because it began near the repeated word and supplied little of the surrounding lyrical context. The controversy concerned how the excerpt sounded to listeners; reports did not establish that Elba’s full song contained the slur.
iMore and other coverage described the vocal-free version after the interpretation spread through social-media discussion. No reliable count of complaints or audience size was established.
Rank #3
- Vibrant 6.1-inch Super Retina XDR display with OLED technology. Action mode for smooth, steady, handheld videos.
When did the edit happen?
- September 2022: The iPhone 14 and iPhone 14 Plus launched, and the “Big and Bigger” advertisement appeared around the launch period. Reports associate the original YouTube posting with September 7.
- Late November 2022: Reports published November 27–29 identified an Apple version with the vocals removed.
- Afterward: At least one report observed a vocal version later returning on YouTube, showing that availability could change over time.
BGR and iPhone in Canada tied the commercial to the September launch and the late-November change.
Did Apple confirm the reason?
No public Apple explanation was reported. The timing and the discussion about the lyric make the mishearing a plausible explanation, but they do not prove that Apple made the edit for that reason. “Apparently” or “appears to have” is therefore more accurate than saying Apple confirmed or admitted it.
Rank #4
- Vibrant 6.1-inch Super Retina XDR display with OLED technology. Action mode for smooth, steady, handheld videos.
There was also no reported apology, and the evidence concerns an edit to one advertisement—not the removal of Elba from Apple’s wider campaigns.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why the audio edit mattered to the campaign
“Biggest” reinforced the commercial’s product message: Apple was presenting the iPhone 14 Plus as the larger option alongside the regular iPhone 14. Removing the vocal preserved the music but removed the word that most directly echoed the “big and bigger” idea. The change solved the audio ambiguity at the cost of part of the ad’s verbal concept.
Recommended Free Tools
Best Value
- This pre-owned product is not Apple certified, but has been professionally inspected, tested and cleaned by Amazon-qualified suppliers.
- There will be no visible cosmetic imperfections when held at an arm’s length.
- This product is eligible for a replacement or refund within 90 days of receipt if you are not satisfied.
- Product may come in generic Box.
Which version is online?
Viewers may encounter different edits because Apple’s uploads were not necessarily synchronized worldwide. Contemporary coverage said the main Apple YouTube and social-media presence had an instrumental version, while an Apple Australia YouTube upload still appeared to contain the vocals. A later YouTube reversion was also reported.
That means a regional channel, archived link or repost can show the original while another Apple account shows the instrumental edit. The available version should be identified by channel and date rather than described as a permanent worldwide replacement. SoyaCincau provided additional regional context.
The narrow conclusion
Apple did remove the vocals from at least some versions of its iPhone 14 “Big and Bigger” ad, leaving Idris Elba’s instrumental backing. The lyric was “biggest,” but some listeners heard it as an anti-Black slur. Apple never publicly confirmed that interpretation as the reason, and the edit was not demonstrably uniform or permanent across every channel.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
