Apple Introduces Three New Mac Ads During Olympics Opening Ceremonies
Apple debuted three new ads tonight during the London 2012 Olympics Opening Ceremonies featuring an "Apple Genius" helping a Mac owner on a plane, and another while his wife is giving birth. A third ad features a Genius telling a customer who thought he bought a Mac that he really purchased a knock-off because it doesn't come with iPhoto, iMovie, or GarageBand.
The ads are a departure from previous ad campaigns -- they don't feature products and they don't mention any specific service that Apple offers. Instead, they hint at the training services provided at Apple Retail Stores by the Creatives (Geniuses are used for tech support, rather than training) and the fact that just because a computer looks like a Mac, it isn't necessarily one.
They are also a bit of a throwback to the 'Get a Mac' ads featuring Justin Long and John Hodgman. By emphasizing the personal aspects of Apple's services, it appears that the company is looking to humanize itself and make it less about the products and more about the entire Apple ecosystem, including the personal services offered at the Apple Retail Stores including the Genius Bar and One-to-One training service.
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
Came here to write the exact same thing. Definitely felt like the first deviation away from Jobs vision for the company. Disappointing.
No offense was intended!