Apple Launches New 'Behind the Mac' Ad Campaign

[parsonsmike]

Usually, new ad campaigns are rolled out to accompany new products. In this case, it's being rolled out to accompany products that are, at minimum, one year out of date.*

Most companies would get (rightfully) dumped on for selling products that are more than a year old (or 4 years old, like the mini). Apple knows that we will blame everyone and everything except Apple for the sorry state of their lineup.

"It's intel's fault for not making better processors!"
"If someone wants to pay $2k for a 4-generation-old Haswell Mac Mini w/16gb RAM and a 1TB SSD, that's their right. Nobody is making them do it."
"Really, what are you possibly doing with your laptop that needs current-gen processors?"
"My keyboard hasn't had any problems, so there's really no systemic problem. You must be eating over your MBP."
"You can't rush genius. It's perfectly reasonable to take 4 years to redesign a desktop"

Why do we keep apologizing for this company?



*yeah, iMac pro, but these ads all feature laptops.

 

[MacsRuleOthersDrool]

I would like to hear what that blind photographer thinks of the touch bar.
I'm nowhere near blind, and I think it's more or less impossible to see what's on it.
I guess he loves to use the touch bar for photo editing.

I believe the Interface Guidelines state that the TouchBar is NOT to be used as an EXCLUSIVE interface/display element; but only to supplement/enhance other interface elements.

Unfortunately, that sort of breaks down when we are talking about the Escape Key; but I believe that is the only notable exception.

 

[saudade]

Glad thiz ad shows my brothers from around da world. I like thiz. Hope Apple make the blink blink shining logo again —a lot bigger— cause it’s great to show off you computer 2 the famales When u r at kfc or waffles house or starbucks, gurls c the logo and they see the bucks u have, u now what i mean?

 

[MacsRuleOthersDrool]

Apple's advertising team know that glowing Apple logo is part of the Mac experience, but Apple's hardware team killed that.

I loved the first ad, but the Grimes ad had me cringe when I saw she has a mess of cables and freaking dongles.

If Apple would just make a little bit more effort into improving the Mac hardware, they'd be eating up the market. Competition has caught up already.

She also has a $4000 Mellotron sitting unceremoniously on the floor. So?

Other than the mini and the Mac Pro, Apple IS up-to-date on their Hardware. Please read specs vs. the availability of the CPUs and GPUs used in the MacBook Pros, iMacs and iMac Pro.

They're up to date, alright.
[doublepost=1529080676][/doublepost]

We creators would be a whole lot more "behind the Mac" if Apple would give us our freaking modular Mac Pro already.

So, you want them to "rush it"?

I don't.
[doublepost=1529080817][/doublepost]

It's hard for me to be creative or productive using a damn laptop. I use one just for presentations and that's it. For media consumption I am ok with a tablet or a device under my TV. For anything else I prefer a desktop/workstation. With separate screen(s), sorry Apple.

Ok, so since it is a given that you will need at least ONE screen, what is so wrong about the iMac/iMac Pro? You do realize, of course, that they can have additional screens hooked-up to them, right?
[doublepost=1529080854][/doublepost]

Behind the Mac is a Tim Cook hoping traditional computers disappear.

Wrong.

 

[dirt_farmer]

Ah that's true - my bad. I was thinking in the scope of app work and not parallel VMs.

I actually only run 1 VM here, and now I remember trying to run 2 VMs and running into issues. It was a combination of both RAM and CPU though.
[doublepost=1529078373][/doublepost]

I do. I actually forgot about the situations that @LordVic explained. I know you're an anti Mac fanboy, but maybe you should try to be more civilized because I'm not against you.

I'm not anti-anything except misinformation.

MacOS supports 256GB of RAM and the Intel chips Apple uses can address 8796GB of RAM.

Applications can use as much of that as the OS is not using.

There is no practical "situation" as you call it in which memory can be installed but not accessed by applications.

The fact that the best laptop available from Apple tops out at 16GB and uses low-power processors designed for lifestyle computers, and carries the name "Pro", is misleading.

There is no such thing as software being unable to use >16GB of memory.

Apple does not ship a pro laptop. Read the comments of the creative professionals chiming in on this thread if you have any questions.

 

[AZREOSpecialist]

Should be called "The Mac is Behind".

 

[MacsRuleOthersDrool]

I loved the mac. Back when it was a real product line. The cheesegrater days were golden. 2012 the last upgradable laptop (still my baby). The quad mac mini.

Now look at the state of the mac lineup. No glowing apple logos. Nothing upgradable. No ports.

I am literally sitting on money saved for a mac. Release something apple. Take my money.

Let's take these one at a time:

1. No glowing logo. Apple was receiving reports that, under certain lighting conditions, the Apple Logo was being seen on the DISPLAY-side of the lid. Obviously can't have that.

2. Nothing Upgradeable. I'm sort of with you on this one; but, statistics show that something like 2% of computer-owners EVER "upgrade" the internals of their computers. It's an idea whose time has basically passed, and Apple CERTAINLY isn't alone in that decision.

3. No ports. Oh PUH-LEASE! Am I sick of this meme, or WHAT?!? The MacBook Pro has a whopping 40 Gbps of I/O bandwidth, which the USER can, for the VERY FIRST TIME, decide what THEY want (breaking-out to up to FIFTY-TWO simultaneous Ports on the 15" MBP!!!), rather than hoping/wishing that their favorite ports will be designed-in, in sufficient number to meet their needs. SHEESH! People are STUPID!!!
[doublepost=1529081563][/doublepost]

I spy dongles...

JUST like you would with ANY of these NON-APPLE Laptops:

https://www.ultrabookreview.com/10579-laptops-thunderbolt-3/

Get with the times.

 

[Polymorphic]

I'm still selling my MacBook Pro.

 

[MacsRuleOthersDrool]

The Grimes video is just embarrassing.
Dongles. Dongles everywhere. This is how I feel if I just want to put in a USB Stick and watch a movie on TV from it.
Dongle for USB , dongle for HDMI and because of the miserable battery life you have to plug in the charger too.
I do hope for you in this scenario you bought the TouchBar Version because of 4x USB-C. If you just have two, you are screwed.

...or you could just buy ONE USB-C/TB3 Dock with ALL the ports you need. Amazon has DOZENS to choose from, most around $50.

 

[MacBH928]

Macintosh focused ad by Apple? Is it ‘99 again?

 

[old mac]

Shoutout to the early white MacBook in the first video.

They have nothing new, so they are going to bring out the old.

There ain't no future in the past. (someone sang this in a song)

 

[dither dan]

I have to admit, I'm among those sorely disappointed with the 2016 revision of the MacBook Pro. I bought the 15"/512gb out of sheer desperation. My mid-2012 had a failing GPU which had reached the point of arbitrarily blasting my ears with noise and spontaneously rebooting. I loved the machine, to be honest, but it had to be replaced. I seriously considered the 2015, but it felt ridiculous, to me, paying so much for old technology.
In many ways, I regret my decision. On the 2016, the keyboard is dodgy, with command-key, arrow-key, and spacebar all missing keystrokes routinely (and what's with the arrow-key design??—I can never find the up-key on my first attempt!... yes, I touch-type).
After two screen replacements (due to a very mysterious blotching in the corner), the third is now showing permanent damage from contact with the keys (yes, I clean the screen daily, and properly, but I also frequently carry it in my $250 Booq laptop bag, which apparently "causes" the damage... wtf???).
The ports are loose, so that the charger comes unplugged with the tiniest bit of movement, in some cases so subtly that I won't even notice without looking at the charge logo.
And finally, the (admittedly gorgeous) Space Grey finish is wearing off under the wrist area, making it look old and dilapidated (despite being less that 18-months in my possession). Absolutely pathetic. Awful, awful machine. And I say this as a professional musician who's used Macs since the early '90s. I'm not a "hater" by any stretch of the imagination, but I am very disappointed with my purchase.

This 100% sums up my experience. As of right now, waiting for a flight out I open my 2016 (purchased in 2017) and find that the battery is at 76% after being plugged in. The connectors are so damn loose I lose connection through my dongles to my power, my external drives, my external monitor. My keyboard has been replaced already, the screen cracked when I closed the lid from the left side (flexed I guess), my new screen has key marks, so i bought a key pad cover ( that does reduce the noise!), I have to carry a small can of air to clean my keyboard weekly, my palm rests are warn and discolored and yeah, I do not like this machine so much that I finally said to hell with it and moved over to a thinkpad. I travel and work at various sites, I need a computer that can not just keep up, but also withstand the constant use of travel.

The inability to actually work on these machines is what really stands out, in terms of a pro or enterprise system. Then we stack top dollar for old offerings on top of the very strict buy in limitations and the options become very unattractive. 28 years of apple product use, and I am done. Sadness.

 

[MacsRuleOthersDrool]

Apple loves the Mac. Can't you tell?

I don't get that for the MBP, iMac or iMac Pro. They are ALL state-of-the-art, hardware-wise.

 

[VictorTango777]

2. Nothing Upgradeable. I'm sort of with you on this one; but, statistics show that something like 2% of computer-owners EVER "upgrade" the internals of their computers. It's an idea whose time has basically passed, and Apple CERTAINLY isn't alone in that decision.

Ease/cost of repair is a direct consequence, especially for out of warranty repairs. What do the statistics say about people keeping their computers past the warranty period?

JUST like you would with ANY of these NON-APPLE Laptops:

https://www.ultrabookreview.com/10579-laptops-thunderbolt-3/
Get with the times.

Check the laptops in that list more closely. It does not mean that those non-Apple laptops have *only* a Thunderbolt 3 port.

 

[old mac]

I don't get that for the MBP, iMac or iMac Pro. They are ALL state-of-the-art, hardware-wise.

Your name is outdated.

 

[ingik]

Shoutout to the early white MacBook in the first video.

I am still using mine for basic web browsing.

 

[jasnw]

I'm too tired of Apple's happy talk to wade through the full ads, but looking at the thumbnails I see some marketing love for laptops but nothing for desktops. I guess those of us in the Mini forum haven't been screaming loud enough.

 

[Peperino]

If you look at the models in active development, you will see that you pretty much get at least one new modell each calendar year. The exception being the Mac Pro.

17” Macbook Pro: 2010, 2011 (end of development)
15” Macbook Pro: 2010, 2011, 2012, 2013, 2014, 2015, 2016, 2017
13” Macbook Pro: 2010, 2011, 2012, 2013, 2014, 2015, 2016, 2017

Macbook: 2015, 2016, 2017

11” Macbook Air: 2010, 2011, 2012, 2013, 2014, 2015 (end of development)
13” Macbook Air: 2010, 2011, 2012, 2013, 2014, 2015 (end of development)

27” iMac: 2010, 2011, 2012, 2013, 2014, 2015, 2017
21.5” iMac: 2010, 2011, 2012, 2013, 2014, 2015, 2017

iMac Pro: 2017

Mac Mini: 2010, 2011, 2012, 2014 (end of development)

Mac Pro: 2010, 2012, 2013 (end of development), 2019 (changed their mind)

TOO BAD the latest Macbook Pros are a complete disaster.

1- a lame keyboard (which Apple is being sued by a class action lawsuit).\
2- Problems with battery
3- No Mag safe,
4- you cannot connect your own iphone
5- So called Pro, but limited to 16gbram
6- shipped with basic HD
7- Have to use several dongles...

Way to upgrade Apple!!!

iMac only updated his internal components. Design has not been updated since 8 years ago.

iMac Pro, extremely expensive and you cannot update the internal HD.

 

[MacsRuleOthersDrool]

For < 10% of the spend on this ad campaign they could have brought the Mac Mini up to at least 2017 spec levels... sorry but I see more and more of the designers in our studio switching to PCs because they just have better choices now and can't wait for Apple to "get it perfect"... they need the best tools they can get on the market and at the moment that isn't Apple gear... hoping that'll change in the next year or so.... I'd be with them but don't have a choice for iOS development....

So, why wouldn't a nice 2017 iMac or MBP work for them? Those are CERTAINLY state-of-the-art. Check out the release-dates for the CPUs and GPUs used in those models. I did.

Sounds like someone that is completely spoiled, and lazy, to me.

 

[donster28]

We can all say Macs are behind but what these ads are showing is no matter how old your Mac is, it’s still a very capable tool combined with MacOS software. We cannot say the same for a Windows machine.

 

[dither dan]

So, why wouldn't a nice 2017 iMac or MBP work for them? Those are CERTAINLY state-of-the-art. Check out the release-dates for the CPUs and GPUs used in those models. I did.

Sounds like someone that is completely spoiled, and lazy, to me.

Actually spoiled and lazy would be the ones who throw money out the window each year in order to "upgrade" their soldered in systems, dongles, etc with last years specs, instead of purchasing high-powered workhorse systems that can be upgraded as situation calls for.

 

[MacsRuleOthersDrool]

Ease/cost of repair is also a consideration, especially for out of warranty repairs.



Check the laptops in that list more closely. It does not mean that those non-Apple laptops have *only* a Thunderbolt 3 port.

Laptops are simply NOT easy to repair; so what's your point, again?

No, they don't. But with the HUGE (and I do mean HUGE!) selection of inexpensive (around $50) MULTIPORT Docks around, Apple has actually made a MUCH more expandable and flexible laptop with their All-USB-C/TB3 design, than wasting a bunch of PCI bandwidth on a VERY few, DEDICATED legacy ports.

The "port" thing has been WAY overblown, and it is high-time that people get their heads out of their prospective a**es and look the the near-future. Those legacy ports will seem a LOT less "smart" in a year or two, and since most people keep their Macs for 5 years or more...
[doublepost=1529083259][/doublepost]

Your name is outdated.

Says "Old Mac", LOL!!!!
[doublepost=1529083356][/doublepost]

Actually spoiled and lazy would be the ones who throw money out the window each year in order to "upgrade" their soldered in systems, dongles, etc with last years specs, instead of purchasing high-powered workhorse systems that can be upgraded as situation calls for.

Um, what "last-year's specs"?

Oh, and when it comes to laptops, at the very least, "soldered in" CPUs and GPUs are pretty much the way-it-is. So now what?

 

[dither dan]

Laptops are simply NOT easy to repair; so what's your point, again?

No, they don't. But with the HUGE (and I do mean HUGE!) selection of inexpensive (around $50) MULTIPORT Docks around, Apple has actually made a MUCH more expandable and flexible laptop with their All-USB-C/TB3 design, than wasting a bunch of PCI bandwidth on a VERY few, DEDICATED legacy ports.

The "port" thing has been WAY overblown, and it is high-time that people get their heads out of their prospective a**es and look the the near-future. Those legacy ports will seem a LOT less "smart" in a year or two, and since most people keep their Macs for 5 years or more...
[doublepost=1529083259][/doublepost]
Says "Old Mac", LOL!!!!

You seem to have some apple bulging in your throat. The ability to repair your own system is quite reasonable. Lenovo have been allowing, providing and supporting this for years. Hence my Think pad that is now running an i7, user upgraded. All drives updated, Ram maxed, screen replaced with HD, wireless cards updated. Also, they make docks for laptops, have for years, with out sacrificing "functionality". Of course, these machines are not razor thin, maybe that's why so many shops are switching back. Function over form. "Legacy" is an interesting term, and while yes, the tech might be a bit old, it is still in WIDE use, from a professional perspective and setting.

 

[lilrush]

Let's take these one at a time:

1. No glowing logo. Apple was receiving reports that, under certain lighting conditions, the Apple Logo was being seen on the DISPLAY-side of the lid. Obviously can't have that.

2. Nothing Upgradeable. I'm sort of with you on this one; but, statistics show that something like 2% of computer-owners EVER "upgrade" the internals of their computers. It's an idea whose time has basically passed, and Apple CERTAINLY isn't alone in that decision.

3. No ports. Oh PUH-LEASE! Am I sick of this meme, or WHAT?!? The MacBook Pro has a whopping 40 Gbps of I/O bandwidth, which the USER can, for the VERY FIRST TIME, decide what THEY want (breaking-out to up to FIFTY-TWO simultaneous Ports on the 15" MBP!!!), rather than hoping/wishing that their favorite ports will be designed-in, in sufficient number to meet their needs. SHEESH! People are STUPID!!!
[doublepost=1529081563][/doublepost]
JUST like you would with ANY of these NON-APPLE Laptops:

https://www.ultrabookreview.com/10579-laptops-thunderbolt-3/

Get with the times.

Someone drank too much apple juice. The need for dongles says there is a need for ports. Here's an idea: thunderbolt AND USB. That's an earth shattering concept I know right? Oh and let's not forget that your God, the macbook pro, has the most dysfunctional keyboard of all time. The rest of the mac lineup is a stagnant mess.

 

[Peperino]

You do realize, of course, that CPU advancements have pretty much come to a halt, speed-wise, at least. And GPU advancements are "getting there", too. So, other than "changing the height of the tail-fins", just WHAT, exactly, is to be gained by FORCING an "Update" for anything BUT the Mac mini and the Mac Pro?

It's freaking ridiculous.

You are ridiculous trying to make excuses for a bad Apple design.

The latest Macbook update (touchbar) has been one of the worst in Apple history.
1- a lame keyboard (which Apple is being sued by a class action lawsuit).\
2- Problems with battery
3- No Mag safe,
4- you cannot connect your own iphone
5- So called Pro, but limited to 16gbram
6- shipped with outdated specs
7- Have to use several dongles...

Way to upgrade Apple!!!