Apple CEO Tim Cook and SVP of Marketing Greg Joswiak have welcomed the crew of Artemis II back to Earth, after what is probably the most expensive Shot on iPhone event in history.
On Friday evening, the crew of Artemis II splashed down on the coast of San Diego. It brought to an end the ten-day mission, which saw four astronauts take off, fly around the moon, and return home.
As the three NASA and one Canadian Space Agency crew were picked up in the water and taken to a recovery ship, the world celebrated. Among them were top executives at Apple, after what turned out to be a massive and unexpectedly great promotional event for the company.
Congratulations to Artemis II on a successful mission! You captured the wonders of space and our planet beautifully, taking iPhone photography to new heights, and we're grateful you shared it with the world. Your work continues to inspire us all to think different. Welcome home!
— Tim Cook (@tim_cook) April 11, 2026
Posting to X, CEO Tim Cook said the crew "captured the wonders of space and our planet beautifully, taking iPhone photography to new heights, and we're grateful you shared it with the world. Your work continues to inspire us all to think different."
A short time later, marketing chief Greg Joswiak joined in, saying he was honored that the astronauts took iPhones into space. He also borrowed one of the most famous phrases in history, calling it "One small step for iPhone. One giant leap for space selfies."
Joswiak's post also included a tweet by NASA, including a series of photographs taken by the astronauts onboard the craft.
Best. Shot on iPhone campaign. Ever.
The iPhones were known to be going into space since at least February, and was an unusual move for NASA. Typically, the agency is glacial and extremely cautious when it comes to testing and adding new equipment to flight plans.
Welcome home to the Artemis II crew! Honored that NASA astronauts brought iPhone to space with them. One small step for iPhone. One giant leap for space selfies. https://t.co/1Qxv4l6UKZ
— Greg Joswiak (@gregjoz) April 11, 2026
Despite this, the iPhones did manage to pass through the safety panel and hazard checks before being provided to the astronauts. The devices were limited to being used for photography and videography purposes, intended for the astronauts to catch special moments.
The decision was a marketing boon for Apple, especially since NASA is generally prohibited from endorsing specific products and brands. However, Apple certainly has benefited from it.
With WWDC on the way in June and the impact of the images from the spaceflight, it wouldn't be unexpected for Apple to capitalize on the event for its keynote address.
