Apple's Grammy Memoji ads: What's the business idea?

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Marketing high-end iPhones? Selling Apple Music subs? Showing off Apple’s in-house production skills?

 

My take: I like ’em. They’re cool. But they’re also sufficiently self-indulgent to make me wonder why.

UPDATE, from Esquire: The 2019 Grammys Are Already Looking Like a Complete Disaster