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

Following this morning's debut of the "1.24.14" Mac 30th anniversary video filmed exclusively on iPhones and edited on Macs, Apple has also released a new behind-the-scenes video that details how the original ad was made.

"Capturing the essence of the moment and it being truthful as seen through the prism of this device is really rather lovely."

The video depicts the camera equipment used to film the ad, which included several different iPhones attached to special mounts able to rotate in any direction. A narrator explains that individual filming crews were sent to locations around the world to obtain simultaneous footage, with each crew using an iPhone to capture video that was then sent to a receiver in a backpack.

Receivers used by the crew members allowed footage to be sent instantly back to director Jake Scott, son of Ridley Scott, in the U.S., and FaceTime on iPads allowed for seamless communication while filming.

Apple's 1.24.14 video was filmed for the 30th anniversary of the Mac. It was distilled from more than 70 hours of footage captured by camera crews on five continents in 15 different locations, including Seattle, Aspen, Maryland, Brookhaven, Puerto Rico, Botswana, London, Lyon, London, Paris, Amsterdam, Pompeii, Shanghai, Tokyo, and Melbourne.

Along with the original video and the behind-the-scenes look at how it was filmed, Apple has also posted a detailed web page that gives an even more in-depth look at the work that went into the spot.

Top Rated Comments

AngerDanger Avatar
95 months ago
I'm really more interested in a behind the scenes video of the behind the scenes video.
Score: 16 Votes (Like | Disagree)
Goftrey Avatar
95 months ago
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?
Score: 14 Votes (Like | Disagree)
btbeme Avatar
95 months ago
I don't really see the point of this.... blah blah blah blah blahblah blah blah blah blahblah blah blah blah blahblah blah blah blah blahblah blah blah blah blahblah blah blah blah blahblah blah blah blah blahblah blah blah blah blahblah blah blah blah blahblah blah blah blah blahblah blah blah blah blahblah blah blah blah blahblah blah blah blah blahblah blah blah blah blahblah blah blah blah blah runway fashion shoot.

I don't mean to be a downer, the iPhone is fantastic as a camera and getting better each generation, it has opened new possibilities, but I feel this video (the original one) is somewhat deceptive.

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.
Score: 10 Votes (Like | Disagree)
pocket3d Avatar
95 months ago
Nice iPhone commercial, so where's the Mac?
I'll pick this comment. So many of these commenters so absolutely did NOT get what the videos are about, and they tried so hard to be negative and cynical to cover up their lack of understanding, and they so succeeded in making fools of themselves over another Apple breakthrough.

Here's the point: Fifteen crews on five continents shot 70 hours of footage on 100 iPhones, many of them taking pictures of people using iPhones, iPads, MacBooks, and iMacs in various ingenious ways, the whole worldwide shoot directed in real time from one location in L.A. by Jake Scott—using FaceTime, Apple's own system-wide network—then presumably digitally sent it all in for editing using MacBooks, iPads and iMacs, and then delivered to us fully edited IN TEN MEASLY DAYS.

And the thing is interesting, exciting, beautiful and good, and there was enough behind-the-scenes crew photography to deliver a "making-of" movie at the same time.

This is historic, and it will be picked up and used as a lesson in film schools. It could not have been done two years ago. It will be done over and over again in the future.

It wasn't about the iPhone. It was about the media-aware ecosystem that appeared with the first Mac 30 years ago, which Apple has been working on ever since. The equipment you design and add to the system is the economy that springs up around any genuine technological revolution.
Score: 9 Votes (Like | Disagree)
HiRez Avatar
95 months ago
I don't really see the point of this. Yes, we already all know the iPhone camera quality is pretty good -- it has been since the 3GS (in relative terms). 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. And it was a similar situation with the Burberry runway fashion shoot.

I don't mean to be a downer, the iPhone is fantastic as a camera and getting better each generation, it has opened new possibilities, but I feel this video (the original one) is somewhat deceptive.
Score: 9 Votes (Like | Disagree)
musika Avatar
95 months ago
Gosh, they're on a roll. Loving it.
Score: 8 Votes (Like | Disagree)

Top Stories

prosser macbook air colors stacked

Images Reveal Colorful New MacBook Air Design

Tuesday May 11, 2021 5:06 am PDT by
Apple's next MacBook Air will feature a completely new design and come in a range of colors like the 24-inch iMac, according to leaker Jon Prosser, who has now released supposedly accurate renders of the new machines based on leaked images. In a new video uploaded to YouTube channel Front Page Tech, Prosser elaborated on his previous prediction that Apple's next-generation MacBook Air models ...
iPhone 13 Camera Backs

iPhone 13 Models Will Be Slightly Thicker and Will Have Larger Camera Bumps

Monday May 10, 2021 10:41 am PDT by
Apple's upcoming iPhone 13 models will be slightly thicker than the iPhone 12 models and will also feature larger, thicker camera bumps with lenses that protrude less, according to iPhone 13 schematics seen by MacRumors. The new iPhone 13 and 13 Pro models are expected to feature a thickness of 7.57mm, up from 7.4mm in the iPhone 12 models. That's an increase of 0.17mm, which won't be hugely ...
m1 ipad pro chip

M1 iPad Pro Over 50% Faster Than Previous Generation in Early Benchmarks

Tuesday May 11, 2021 11:56 am PDT by
Last month, Apple introduced a new iPad Pro with the same M1 chip found in the latest Macs, and early benchmark results indicate that the M1 iPad Pro is over 50% faster than the previous-generation iPad Pro. Based on five legitimate Geekbench 5 results (here's the fifth) for the fifth-generation 12.9-inch iPad Pro with the M1 chip, the device has average single-core and multi-core scores of...
3d printed airtag case siri remote

3D-Printed Case Lets You Attach an AirTag to Your Apple TV Remote

Monday May 10, 2021 8:11 am PDT by
Apple recently released a redesigned Siri Remote with a physical clickpad, but if you have an original Siri Remote laying around that you still plan on using, you may be interested in getting an AirTag case for the remote. Etsy user PrintSpiredDesigns has capitalized on the opportunity with a new 3D printed, made-to-order AirTag case for the original Siri Remote. The remote slides into the...
airtag hacked

AirTag Successfully Hacked to Show Custom URL in Lost Mode

Monday May 10, 2021 1:52 am PDT by
The inevitable race to hack Apple's AirTag item tracker has reportedly been won by a German security researcher, who managed to break into the device's microcontroller and successfully modify its firmware. Yesss!!! After hours of trying (and bricking 2 AirTags) I managed to break into the microcontroller of the AirTag! 🥳🥳🥳/cc @colinoflynn @LennertWo pic.twitter.com/zGALc2S2Ph— stacksmashing ...
iPad Pro Feature

Early M1 iPad Pro Orders Now Preparing to Ship

Tuesday May 11, 2021 9:41 am PDT by
Apple will soon ship out 11 and 12.9-inch M1 iPad Pro models, according to multiple Twitter users and MacRumors readers who have seen their orders shift to "Preparing to Ship" status. So far, we haven't seen any shipment notifications, but that's the next step and is likely to happen in the near future. Apple has not provided an exact delivery date to those who ordered a new M1 iPad Pro, but ...
maxresdefault

Video: Make Your iPhone Last Longer With These Battery Preserving Tips

Monday May 10, 2021 1:23 pm PDT by
Maximizing battery life is something that many iPhone users deal with on a regular basis as we all want our iPhones to last as long as possible. Sometimes there are bugs in iOS that make the battery drain faster, and sometimes we just need to eke out as much as possible on a long day out and about. Subscribe to the MacRumors YouTube channel for more videos. In our latest YouTube video, MacRumo...
Apple 5G Modem Feature

Kuo: Apple-Designed 5G Modem May Debut in iPhones as Early as 2023

Sunday May 9, 2021 10:02 pm PDT by
Apple plans to adopt its own custom-designed 5G baseband chip starting with the 2023 iPhones, meaning it'll no longer need to rely on Qualcomm to supply the 5G cellular modem for the iPhone, Apple analyst Ming-Chi Kuo said today in an investors note obtained by MacRumors. According to Kuo, Apple plans to include its own custom-designed 5G baseband chip starting with the launch of the 2023...
tracking disabled ios 14 5

Analytics Suggest 96% of Users Leave App Tracking Disabled in iOS 14.5

Friday May 7, 2021 1:51 am PDT by
An early look at an ongoing analysis of Apple's App Tracking Transparency suggests that the vast majority of iPhone users are leaving app tracking disabled since the feature went live on April 26 with the release of iOS 14.5. According to the latest data from analytics firm Flurry, just 4% of iPhone users in the U.S. have actively chosen to opt into app tracking after updating their device...
macos big sur ios 14 iphone 12 pro macbook air icloud drive desktop documents hero

Apple Merging 'iCloud Documents and Data' Service With iCloud Drive in May 2022

Tuesday May 11, 2021 2:36 am PDT by
Apple plans to merge its iCloud Documents and Data service with iCloud Drive starting in May of 2022, according to a support document published late last week (via MacGeneration). iCloud Drive and iCloud Documents and Data share the fundamental ability to backup data from apps. However, iCloud Documents and Data was often a cumbersome, confusing experience. In contrast, iCloud Drive is more...