. This isn't just some "ain't we cool" campaign...
This ad?
http://www.youtube.com/watch?v=SQl2FjaKCAQ
The one that opens like the intro to '2013 : return of the 2001 obelisk "?
The one that doesn't even show the computer functioning? The one that shows fire wiping around the edge of the top (36s). Followed by morphing into other circles of nice to look at round things.
The whole thing short of the "coming Fall 2013" looks more like opening intro to a James Bond movie ( or Sci Fi monster action flick ) than anything informative about buying or evaluating the usefulness of a computer. The whole computer isn't even on the screen for more than a couple seconds. Amorphous close-ups of sleek, black aluminum have more screen time.
Or the "Can't innovate my ass quip" ? From this article
http://www.theverge.com/2013/6/13/4423844/cant-innovate-anymore-my-ass-apple.
" .... Design is how it works. ...."
Ad show that ? Not at all. Similar the choice of 'Mavericks' as the code name for OS X 10.9. Apple has done alot more posturing that doing over the majority of 2013.
Does Apple want to sell Mac Pros ? Yes. Are Mac Pros getting these uncharacteristic highlight moments purely for Mac Pro sales purposes ? No.
As usual you overstate your case - I say "Mac Pro will sell a lot" and you say "oh yeah, well Apple's going to spend more money promoting iOs devices."
As usual folks invent what I'm saying. The "mainstream appeal" aspect in this ad and in much of the Mac Pro hype is for Apple not the Mac Pro. Your "sell a lot" is relative to the current Mac Pro's Osborne effect depressed levels. Frankly, Apple would be lucky to get back to older historical Mac Pro class unit numbers. Your spin is that this is new push for Mac Pro to be a major player in the Mac desktop line up. It isn't either in pricing or in numbers sold.
The notion that folks with more money than sense will fill in the sales gaps for the folks that don't buy who have real work requirements is the same disconnected from "Design is how it work" and coupled to "isn't it pretty" ghetto that the Mac Cube sailed into. Does it work at a good value proposition would do far more to actually sell the devices than these posturing events coupled to the Mac Pro so far. Same posturing as opposed to value prop had Apple cutting rMBP 13" prices several months after release also.