Apple Launches New 'Behind the Mac' Ad Campaign

[dgdosen]

So - maybe this is an indication that they're redesigning macs for the next rev - At the end of that first commercial they focus on the lighted back of a mac. I don't think they'd do this unless they were going to bring it back.

lid leds, new keyboard and magsafe? Maybe that's on the Jony Ive agenda.

 

[jeremy h]

They should have called the ad campaign: "the Mac: Behind".

Edit: Apparently everyone feels this way.

I think we've all posted the same thought that came into our heads as we read that line...

I do wonder if it's actually all a big Apple board member joke... Just to wind us all up... After all...

 

[Jerion]

The glowing logo and the breathing sleep lights were wonderful little touches that made Macs feel just that little bit alive. With their steady removal in recent years, the new versions are very sleek, yes, but feel ‘cold’ by comparison. Wish they’d bring back the fun. Even a little bit.

In terms of the innards- it’s about time for the lineup to be refreshed. Unless you’re a high-end power user the current range is perfectly good as far as a ‘normal’ user can tell...but with the iPad’s success at scooping away content consumption from traditional computer form factors, the Mac is increasingly defined by its content creation abilities. And, so, increasingly, it is defined by what it can do for power users. The Mac team seems to understand this, going by Mojave. Time for the hardware teams to catch up and ship, I say.

 

[jeremy h]

So - maybe this is an indication that they're redesigning macs for the next rev - At the end of that first commercial they focus on the lighted back of a mac. I don't think they'd do this unless they were going to bring it back.

lid leds, new keyboard and magsafe? Maybe that's on the Jony Ive agenda.

Yes, they've got to be doing something - surely?

 

[Steve121178]

I think that this is a very solid and very necessary ad campaign. One that makes me feel more confidence in Apple’s commitment to releasing new macs this year. Im thinking that an event may be on the horizon. My personal guess would be october

It will be in the September event. Doesn't make sense to have the worlds attention tuned in to see the new iPhone & not showcase updates Macs. Same for the updated iPad Pro.

 

[Abazigal]

It will be in the September event. Doesn't make sense to have the worlds attention tuned in to see the new iPhone & not showcase updates Macs. Same for the updated iPad Pro.

The iPhone keynote is generally just that - iPhone only. We will probably see updated Apple watches, maybe even Airpods and Airpower as well.

Maybe another event after that for iPads and Macs. Has Apple ever announced Macs at an iPhone keynote?

 

[CmdrLaForge]

Great Apple ! - now just update all your Mac offerings.

 

[kirky29]

I love Grimes, but man I never knew she was so... weird...! Cool tho!

 

[moshind]

Somehow I did not like it.

 

[picaman]

On one hand, there is the Apple of nine years ago that produced my mid-2009 iMac, which never quit, is still useful for me, and was upgradeable until Mojave.

On the other hand, there’s the Apple to whom I will not give the money I painstakingly saved to replace it. I’m not a wealthy person. I’m not buying years-old technology. I will continue to limp along.

But there had damn well better be new hardware when Mojave is golden master.

 

[Bonte]

The first one is boring but the other 3 are great, all in all, a good campaign.

 

[CB1234]

H

What’s a Mac?

Have you never been to McDonald’s?? /s

 

[BruceEBonus]

Apple.
Looking Forward.
To The Past.

And Why Not? ‘Works For All Their Other Stuff.

Motto - If The Name Does It All, Keep The R&D Small -

 

[mazz0]

Behind my Mac there's a small partition and then another desk (with a Windows laptop on it)

 

[iapplelove]

With all those billions you would think they would be able to at least keep a healthy Mac line going.

I can understand getting out of the WiFi router business even with stupid amounts of cash in the bank.

But Macs should be updated and current year in and year out, and I’m not even that big of a Mac guy. I use and own them but use my iPad and iPhone so much more.

 

[mscice]

 is a lovely product when it comes to laptops.. Apple has designed many great things in old laptops.

AIR is a perfect example, MAGsafe, usb ports, I have a i7 and i never use the full potential, its the best laptop I have owed. I used to have a silver pro before this but GT8600 fried.

I would love to see new macbooks with more ports.
[doublepost=1529056463][/doublepost]

Bring back the glowing logo.

and magsafe !!!!!
[doublepost=1529056562][/doublepost]Slap on a OLED screen on AIR and everyone will be happy

 

[SoulCloud]

After a lifetime buying macs, I feel compelled to not buy any mac next time, unless they make it worth the money I pay. It's unacceptable to have such a fragile keyboard, virtually irreparable, in a machine that costs a lot of money. Most of the guys from macrumors write from USA where macs are much cheaper than other countries, and that's even odder if you think that USA is a place where cost of living and salaries are higher. If this trend continues, outside USA one is almost forced to stop buying macs. I always would like to rember Apple that there are many guys like me who may also decide to stop buying iPhones, iPad etc if they don't use macs anymore.
In the mean time I just hope for a better mac next time...just hoping...

Those are exactly my thoughts. I have been in Apple ecosystem because of Macs. Current situation is significantly far away from being ideal. The limitations in hardware side, lack of a proper keyboard and fragility of it on new MBPs, and absurdly high prices for less capable machines especially in Europeland are pushing me towards other options. I am on that same “No Macs, No More Quids” camp as well! iPad is fine for what it is, a decent content consumption and a lightweight productivity device. iPhone too is decent enough to get the certain jobs done. Without a Mac, though, they’re nothing but hokums to me. Remove continuity from my iPads and they’re no more than digital frames. Remove MacOS versions of my iOS apps and iPhone is just a half day lasting toy to me.

 

[eutexian]

An ad campaign, when the advice from this website for almost all modes is: Don't Buy.

 

[and 4096 others like this]

I really want Apple to update or just discontinue Mac mini. I want to use macOS and don't want to spend a lot of money at iMac (which have problem with dust in screen - another reason not to buy this device) or buy MacBook. Mac mini is ok, but right now I'm waiting and waiting... If they remove it from their store, well - ok, I have no choice and buy one of the Intel NUC solution and move on to Windows. If they update it - I go for it day one. Right now I feel like being played by Apple with stick and carrot... Just let me move on, do upgrade or remove Mac mini...

 

[maflynn]

Talk is cheap, lets see actual Macs from Apple.

 

[bluecoast]

I see this as a sequel to the ‘think different’ campaign from the late 90s.

The iMac was still about a year away but that campaign was a sort of a ‘reset’ with creative professionals who relied on the Mac, telling them that Apple ‘gets it’.

Let’s hope this is the modern precursor of good things to come.

 

[theluggage]

I think that this is a very solid and very necessary ad campaign.

...especially since Microsoft has been running a rather similar, high-profile ad campaign for the Surface/Pro/Book/Laptop range for a couple of years now - I haven't seen a Mac ad for ages (plenty of iPhone/Watch ads) - the Microsoft ones are all over the TV.

 

[kazmac]

The only positive I can think of with this ad campagin is that new Macs are on the way soon; which will be great. Hopefully that will include more than iMacs and laptops.

 

[Quu]

Apple loves the Mac. Can't you tell?

 

[bluecoast]

Bring back the glowing logo.

With things like dark mode, expressly targeted at reducing light in dark studio like conditions (and WWDC!) I doubt that they are going to bring back a little lamp on the clamshell cover.