Apple Releases New Behind-the-Scenes Video for '1.24.14' Mac 30th Anniversary Ad

[MH01]

Since it seems that there's some sensitive people who are getting upset when others are calling the latest Mac anniversary video by calling this an iPhone centric video, like I did earlier:




Let me clarify.

I know very well that Apple is headed into having computing move from the desktop and have it literally fit into our hands. I know that Apple is continuously innovating and computing has gone beyond the desktop/notebook. I can't emphasize enough how much I appreciate Apple's efforts as I use their products daily.

With that said, when I saw the latest Mac 30th anniversary video, I didn't see a video about the Mac but a video showcasing the iPhone. I get that what they were showing is where they are in terms of innovation all because of the Mac, but they should have made the video more Mac centric than iPhone centric.

Seriously, how hard would it have been to show modern uses of the Mac, even if it had the iPhone or iPad in it, than what was released? On top of that, this would have also been a great opportunity to sell the Mac Pro but we didn't get that.

Bottom line, I stand by what I said.

Apple is just being honest that it only really cares about its money cash cow lines, iPhone and iPad.

The "computer" range is playing support for the real money maker.

I would have like them to realise a 30 anniversary mac. Call me old enough but for me Apple is the mac, and not the iToy range. I'm kinda disappointed the way they celebrated the 30th anniversary of the mac. The launch of the annual iPhone refresh is a bigger event.

 

[kerosene]

Great ad, great 'making of'.

Wish though Ridley Scott would have shot some of the scenes in Kiev, Ukraine. A subtle political statement, as the original ad in 1984 has been.

Probably not to happen in our age of PC...

http://www.youtube.com/watch?v=XO1aXfXPuUA&feature=youtu.be

 

[Michael Scrip]

If you have ever shot with a pro slr and associated kit, you will realise that no amount of skill will get you remotely close with an iPhone.

When it comes to photojournalism it's in fact the sports aimed SLRs that are the preferred choice, extra reach, lightning quick AF, and high FPS . None of which a smartphone has.

And equipment. Give the same average joe an iPhone , and say a canon 80mm 1.2 lens, and ask them to do a portrait shot. There is a very good reason why a lens costs more than an iPhone ..... Equipment makes a huge difference, and can make an unskilled operator produce impressive shots.

Though I agree with you, same equipment in the hands of skilled and unskilled makes a huge difference.

I didn't mean you can replace a professional-level DSLR with an iPhone.

I was saying it's difficult to replace a skilled photographer with a non-photographer.

I was just trying to figure out why the Chicago Sun-Times' photos are so bad now... as per the article linked by cdmoore74.

They used to have good photographers with good cameras. But now they have bad photographers with bad cameras.

So is it the people or the camera?

 

[Tech198]

neat video. Particularly everyone pitching in.

30 years ago it was not possible...
30 years later we'll look back at this and either cry or laugh our **** off.

 

[hrishidev]

Video Captured on iPhones , Teams communicated using FaceTime. Editing was done on iMac using Final Cut Pro X and I am assuming audio editing was done using Logic Pro X

isn't it awesome where we can see work from all major teams at Apple ?
Steve must be proud of his team

 

[Tankmaze]

Epic!!

all in one day, using only Apple hardwares.

but this kind of feat can be done with mostly any hardware like using android, lenovo thinkpad, etc... but why hasn't anyone do it ? cause this is the kind of thing only Apple could and would do.
so I salute you Apple and the agency making this epic video.

 

[HiRez]

The "point" is simple - who would have thought, 30 years ago, that this was even remotely possible?

And, if Apple hadn't done it - who would have?

Unlike the generation of under-20's blah blah blah blah blah blah blah blah blah blah blah blah blah

Thanks, I was waiting for this overly-defensive response. :roll eyes:

(That said, I'm not totally disagreeing with you. Apple has indeed been a pioneer and the iPhone makes a fantastic photographic tool.)

 

[zonk44]

Iso 8601

@Macrumors: Please use the ISO 8601 standard when writing dates. "1.24.14" is just horrible

 

[Rampant.A.I.]

@Macrumors: Please use the ISO 8601 standard when writing dates. "1.24.14" is just horrible

It's a nod to the 1:24 length of the video.

 

[iPhysicist]

But you can't do most of this stuff without very expensive gear -- dollies, Steadicams, cranes, clamps, professional lighting, a crew of assistants, and of course professional editing. This video really exposes the fact that this is not just real people shooting real scenes with iPhones.

This! But its amazing to see that ad filming still is art although most TV content is not.

 

[verpeiler]

The "point" is simple - who would have thought, 30 years ago, that this was even remotely possible?

And, if Apple hadn't done it - who would have?

Unlike the generation of under-20's that can't communicate with the outside world other than through anonymous tweets, I wasn't born with an entitlement to these wondrous creations. Making a phone call meant a stinky, diseased phone booth reeking of urine. Today you can make a call from your wrist phone, just like Dick Tracy did when I was a kid. I don't take that for granted, because half a lifetime ago it was only a dream. I see newborns getting iPods today.

No.... my generation had to dream these up, and then make them come true. Only one company had the foresight, engineering, and derring-do to put these to life rather than simply show them as props on a movie set. And that company is celebrating the 30th anniversary of the first device that truly set that creativity free.

These devices have changed the world - perhaps at a magnitude greater than the airplane and automobile did two and three generations ago. These devices bring the world closer together, without needing the massive infrastructure of a highway or an airport. These devices can be anywhere, anytime, capturing or delivering information and sights that would never have been celebrated outside of their own back yard. And now they are in your shirt pocket.

That is amazing. Sorry you can't see it for what it is - a celebration of the wonder.

Who else did this? Nobody. Just Apple. Because if someone else had done it, they would have done it.

Thank you, Apple, and happy anniversary.

As much as I agree with many of your thoughts, I hour you're aware of the fact that Apple didn't have anything to do with the inventions of the things you mentioned.They refined the experience, yes, but the rest is brainwashed marketing nonsense.

 

[acearchie]

They got Ridley Scott for this and didn't even mention him? That's what I call understatement!

You seem to have brushed over the point that it is his son directing the whole thing!

 

[petsounds]

That's Lee Clow around 1:22.

While I think it's a great ad, and I have no problem with them shooting with iPhones, I think the whole buzz and this behind-the-scenes video is too much focused on the iPhone, when the focus is supposed to be on celebrating 30 years of the Macintosh in people's lives.

 

[iapplelove]

I love how even in a Mac tribute they make it about the iPhone.

because at this point for apple,it is in fact all about the iPhone.

 

[ghettochris]

I love how even in a Mac tribute they make it about the iPhone.

what, did you want them to film it with a macbook air's camera?

I counted 13 shots of using macbooks and imacs in the original (not behind scenes), and maybe 6 iPhone and 6 ipad shots. I though mac represented well.

 

[rajador]

Awesome ad. But, the message was clear to me: "we used iphones because macs are so yesterday, move on and buy a brand new iphone to shoot like a pro"

The ad should be about the awesomeness and inner peace you feel everyday when you work with those lovely flawless apple computers...

 

[pocket3d]

No, it's not historic. Please enlighten us as to why this couldn't have been done 2 years ago.

It's a cool, well done marketing video showcasing their products. It's certainly not the groundbreaking production you make it out to be.

FaceTime across all devices, 25 editors with Final Cut X competence, that sort of thing.

 

[pocket3d]

what, did you want them to film it with a macbook air's camera?

I counted 13 shots of using macbooks and imacs in the original (not behind scenes), and maybe 6 iPhone and 6 ipad shots. I though mac represented well.

Good job. I'm still not seeing more than a couple of people getting the point, which is, the Macs are what is orchestrating the whole one-day shoot and then making it possible to edit the video in a few days.

The whole show is about the Mac as a media hub. The iPhones are just the most portable extensions of the Mac system in this set-up.

Why too subtle and not cynical enough for this thread. Yeah, it could be done with androids and thinkpads, but who would bother patching together a mess like that? No Apple didn't invent the details, but what they worked on, maybe invented, was the seamlessness, with the Mac at the center.

 

[monaarts]

This ridiculous attention to detail is what sets Apple apart from it's competitors. You wouldn't get Samsung filming their commercial with a dozen S4's now would you?

You wouldn't have Samsung filming their commercial, period. They would probably just outsource to the winning bid.

 

[Boomish69]

Nice video but I wonder how many Apple apps were used to make it! Sad that Apple has shot all their Pro Apps in the foot, certainly not Logic running in the orchestra shot at 1:03, looks like Nuendo to me, wonder if Final Cut X was used to put it together.!

 

[Will do good]

Wow, how cool. how Apple.

----------

The "point" is simple - who would have thought, 30 years ago, that this was even remotely possible?

And, if Apple hadn't done it - who would have?

Unlike the generation of under-20's that can't communicate with the outside world other than through anonymous tweets, I wasn't born with an entitlement to these wondrous creations. Making a phone call meant a stinky, diseased phone booth reeking of urine. Today you can make a call from your wrist phone, just like Dick Tracy did when I was a kid. I don't take that for granted, because half a lifetime ago it was only a dream. I see newborns getting iPods today.

No.... my generation had to dream these up, and then make them come true. Only one company had the foresight, engineering, and derring-do to put these to life rather than simply show them as props on a movie set. And that company is celebrating the 30th anniversary of the first device that truly set that creativity free.

These devices have changed the world - perhaps at a magnitude greater than the airplane and automobile did two and three generations ago. These devices bring the world closer together, without needing the massive infrastructure of a highway or an airport. These devices can be anywhere, anytime, capturing or delivering information and sights that would never have been celebrated outside of their own back yard. And now they are in your shirt pocket.

That is amazing. Sorry you can't see it for what it is - a celebration of the wonder.

Who else did this? Nobody. Just Apple. Because if someone else had done it, they would have done it.

Thank you, Apple, and happy anniversary.

Well say! As some one who been woking with a Mac for almost 30 years. What we have see and done with a Mac is AMAZING.

 

[dlastmango]

That message might have been made more clear had the production been much more simple, say giving iPhones to 15 different cinematographers to go out and shoot with minimal gear (or none at all). Instead what we get is a full blown big budget production, kind of negating the whole point.

Didnt they already do that with one of their holiday commercials? The one with the kids who shot and edited Christmas on his iphone?

 

[pMad]

The "point" is simple - who would have thought, 30 years ago, that this was even remotely possible?

And, if Apple hadn't done it - who would have?

Unlike the generation of under-20's that can't communicate with the outside world other than through anonymous tweets, I wasn't born with an entitlement to these wondrous creations. Making a phone call meant a stinky, diseased phone booth reeking of urine. Today you can make a call from your wrist phone, just like Dick Tracy did when I was a kid. I don't take that for granted, because half a lifetime ago it was only a dream. I see newborns getting iPods today.

No.... my generation had to dream these up, and then make them come true. Only one company had the foresight, engineering, and derring-do to put these to life rather than simply show them as props on a movie set. And that company is celebrating the 30th anniversary of the first device that truly set that creativity free.

These devices have changed the world - perhaps at a magnitude greater than the airplane and automobile did two and three generations ago. These devices bring the world closer together, without needing the massive infrastructure of a highway or an airport. These devices can be anywhere, anytime, capturing or delivering information and sights that would never have been celebrated outside of their own back yard. And now they are in your shirt pocket.

That is amazing. Sorry you can't see it for what it is - a celebration of the wonder.

Who else did this? Nobody. Just Apple. Because if someone else had done it, they would have done it.

Thank you, Apple, and happy anniversary.

Nicely stated

 

[StrongArmmed]

The "point" is simple - who would have thought, 30 years ago, that this was even remotely possible?

And, if Apple hadn't done it - who would have?

Unlike the generation of under-20's that can't communicate with the outside world other than through anonymous tweets, I wasn't born with an entitlement to these wondrous creations. Making a phone call meant a stinky, diseased phone booth reeking of urine. Today you can make a call from your wrist phone, just like Dick Tracy did when I was a kid. I don't take that for granted, because half a lifetime ago it was only a dream. I see newborns getting iPods today.

No.... my generation had to dream these up, and then make them come true. Only one company had the foresight, engineering, and derring-do to put these to life rather than simply show them as props on a movie set. And that company is celebrating the 30th anniversary of the first device that truly set that creativity free.

These devices have changed the world - perhaps at a magnitude greater than the airplane and automobile did two and three generations ago. These devices bring the world closer together, without needing the massive infrastructure of a highway or an airport. These devices can be anywhere, anytime, capturing or delivering information and sights that would never have been celebrated outside of their own back yard. And now they are in your shirt pocket.

That is amazing. Sorry you can't see it for what it is - a celebration of the wonder.

Who else did this? Nobody. Just Apple. Because if someone else had done it, they would have done it.

Thank you, Apple, and happy anniversary.

This. All of this. All of it.

 

[handsome pete]

FaceTime across all devices, 25 editors with Final Cut X competence, that sort of thing.

Ok, if you're isolating it to Apple hardware and software, then yes, it wasn't possible a couple of years ago. But that doesn't mean this hasn't been easily capable on other devices for years now. Apple has just consolidated it to their product line, which is cool. It just isn't groundbreaking by any means, at least not to the level that was claimed earlier.

Didnt they already do that with one of their holiday commercials? The one with the kids who shot and edited Christmas on his iphone?

Maybe, I don't remember it. I was just pointing out that the disclaimer "shot on iPhones" implies (intentionally or not) a certain simplicity. Throwing a big budget crew and gear behind it kind of defies that implication.