Apple CEO Tim Cook extended Diwali greetings to people around the world on Sunday, sharing a stunning picture of diyas captured using the iPhone 17 Pro Max.

Taking to X (formerly Twitter), Cook wrote, “Wishing a joyful and healthy Diwali to all celebrating around the world! Thanks to Apeksha Maker for sharing this stunning photo taken on iPhone 17 Pro Max.”

A festive image celebrating light and tradition

The image shared by Apeksha Maker showcases a row of glowing diyas, symbolising the essence of Diwali — the victory of light over darkness and good over evil. The photo, clicked on the iPhone 17 Pro Max, highlights the smartphone’s advanced camera capabilities while beautifully capturing the warmth of the festival.

This continues a long-standing tradition by Cook, who often shares festive greetings on Indian occasions such as Diwali and Holi, accompanied by photos shot on iPhones.

Cook’s annual Diwali message tradition

Last year, Cook posted a similar Diwali message along with a photo of decorated diyas taken by photographer Rohit Vohra on an iPhone 16 Pro Max, writing: “Diwali is a time of light, unity, and hope. Wishing everyone celebrating a joyous and peaceful Festival of Lights!”

His consistent engagement with Indian festivals has been widely appreciated by Apple users and the Indian tech community, underscoring the company’s growing relationship with the Indian market — both as a manufacturing hub and a major consumer base.

The new iPhone 17 series launch

Apple unveiled the iPhone 17 lineup in September this year, introducing the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max, along with the all-new iPhone Air. The flagship Pro models feature an aluminium build, improved battery life, and a distinctive full-width camera plateau design.

The launch event, streamed globally on Apple’s official website and YouTube, highlighted major hardware upgrades and reinforced Apple’s focus on performance and sustainability.

About Diwali

Diwali, also known as Deepavali, is one of India’s most significant festivals. The word ‘Deepavali’ originates from Sanskrit, where ‘Deepa’ means lamp and ‘Vali’ means row — together meaning ‘rows of lights’. The festival celebrates the triumph of good over evil and light over darkness, marked by lighting lamps, exchanging sweets, and sharing festive joy.

Conclusion

Tim Cook’s Diwali message once again reflects Apple’s effort to connect culturally with India — one of its fastest-growing markets. His festive wishes, combined with the iPhone’s camera showcase, beautifully merge technology and tradition, resonating with millions of Apple fans worldwide.