Apple Launches New 'Behind the Mac' Ad Campaign
Apple today launched a new ad campaign focused on the Mac, carrying the tagline "Behind the Mac" and highlighting a trio of creators who have used Macs to "make something wonderful." There are four ads in the series, with the first, set to Daniel Johnston's "Story of an Artist," showing a variety of people using Macs as part of their creative processes.
Three other ads focus on specific Mac users from various disciplines:
- Photographer and disability advocate Bruce Hall, who is legally blind, uses his Mac and iPhone to help "see the things that always felt out of reach." Some of Hall's work is part of the permanent collection of the U.S. Library of Congress.
- Music artist
Grimes uses a Mac "from start to finish" to write all of her music, edit music videos, and create digital art for her singles.
- App developer Peter Kariuki from Rwanda used his Mac to code the
SafeMotos app for connecting passengers with safe motorcycle taxi drivers. The app monitors motorcyle riders on the road to "detect unsafe driving habits and help them become better drivers."
Apple has highlighted the campaign on its homepage and
Mac section of its website.
Popular Stories
Apple has announced it will be holding a special event on Tuesday, May 7 at 7 a.m. Pacific Time (10 a.m. Eastern Time), with a live stream to be available on Apple.com and on YouTube as usual. The event invitation has a tagline of "Let Loose" and shows an artistic render of an Apple Pencil, suggesting that iPads will be a focus of the event. Subscribe to the MacRumors YouTube channel for more ...
Apple today released several open source large language models (LLMs) that are designed to run on-device rather than through cloud servers. Called OpenELM (Open-source Efficient Language Models), the LLMs are available on the Hugging Face Hub, a community for sharing AI code. As outlined in a white paper [PDF], there are eight total OpenELM models, four of which were pre-trained using the...
Apple has dropped the number of Vision Pro units that it plans to ship in 2024, going from an expected 700 to 800k units to just 400k to 450k units, according to Apple analyst Ming-Chi Kuo. Orders have been scaled back before the Vision Pro has launched in markets outside of the United States, which Kuo says is a sign that demand in the U.S. has "fallen sharply beyond expectations." As a...
Apple is set to unveil iOS 18 during its WWDC keynote on June 10, so the software update is a little over six weeks away from being announced. Below, we recap rumored features and changes planned for the iPhone with iOS 18. iOS 18 will reportedly be the "biggest" update in the iPhone's history, with new ChatGPT-inspired generative AI features, a more customizable Home Screen, and much more....
Apple is finally planning a Calculator app for the iPad, over 14 years after launching the device, according to a source familiar with the matter. iPadOS 18 will include a built-in Calculator app for all iPad models that are compatible with the software update, which is expected to be unveiled during the opening keynote of Apple's annual developers conference WWDC on June 10. AppleInsider...
Top Rated Comments
This is the state of the Mac.
* iMac Pro: 182 days ago
* iMac: 374 days ago
* MacBook: 374 days ago
* MacBook Air: 374 days ago
* MacBook Pro: 374 days ago
* Mac Pro: 436 days ago
* Mac Mini: 1337 days ago
And most of those “updates” were inconsequential bumps. Is it even ethical to be selling the Mac mini at this point?
Design decisions, e.g. 1 USB’s c port which is required for power, The ill-conceived touch bar, mindlessly making everything thinner over functionality, the nest of dongles, and again, those train wreck keyboards, etc., make the current line up worse than what they offered 3 years ago.
No amount of marketing or slick videos is going to fix how bad the hardware situation is, nor will it cover up Aaple’s unwillingness to regularly update the Mac line.
Apple is causing the decay of the Mac through their lack of care, and it breaks my heart.
In the mean time I just hope for a better mac next time...just hoping...
For 5 bloody years.