While everyone is still enjoying reruns of the Super Bowl ads, Apple is headed in an entirely different direction. They offer you one final celebration of the Mac's 30th anniversary. Here's the kicker: It was shot entirely on an iPhone in just one day. 

Around the world in 80 days is 79 days too slow. The ad shows cut scenes of people using the Mac, iPhone, and iPad for every conceivable task under the sun. These are tasks that people actually do with Apple's Macs and iDevices. There is no special contrivance to make them look more useful than they are. This is a day in the life of Apple products all around the world. The copy from the ad is as follows:

Thirty years ago Macintosh promised to put technology in the hands of the people. To celebrate Mac's birthday, this film was shot around the world in one day, entirely on iPhone. Here's to the next thirty.

Never before has computing been so personal and intimate. I believe it is telling that Apple chose to celebrate the 30th anniversary of the Mac with an ad that places the iPhone and iPad on a level playing field. Each device is shown doing different things in different ways, being true to its particular form factor. Unlike Microsoft, it is not one experience for every device. It is the best experience for the device you happen to be using. 

David Johnson

 

Comment