Everything apart from the navigation bar at the top - which is well organised and static ( over-time ).
ie in terms of the functional 'find-stuff' part of the site - it's all there in the top few pixels(1), and the sub menus. The rest is entertainment.
(1) There is also a footer at the bottom of the scroll - with a whole host of simple links - if you get that far and haven't found what you are looking for.
IMO that's Apple being a high-fashion trend-setter rather than good UI/UX design.
The current choices of videos they auto-play actually give me motion sickness, which I don't normally get from video content.
It is very possible that they are successfull despite their web design choices.
Think of it more like a scroll controlled trailer and that the metric they might be working on it the longer a customer spends on the site the more likely they are to convert.
Reason I think it's this is their sites are mega long and information packed with everything moving these days.
Personally, I dislike scrolljacking but the other animated elements that come up in the viewport are pretty well-done. It's all ultra-sanitized and corporate but there's a lot of effort and finesse put into it.
Phone comparison landing pages:
https://www.apple.com/iphone-15-pro/
A friend of mine designed such a site with his web design company. I instantly thought, amazing but horrendous.
On that note, why is Apple still successful with this? Everything is moving on their website.