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
108 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
108 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
108 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
108 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
108 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
108 months ago
Gosh, they're on a roll. Loving it.
Score: 8 Votes (Like | Disagree)

Popular Stories

iPhone 14 Purple Lineup Feature

Will the iPhone 14 Be a Disappointment?

Saturday May 21, 2022 9:00 am PDT by
With around four months to go before Apple is expected to unveil the iPhone 14 lineup, the overwhelming majority of rumors related to the new devices so far have focused on the iPhone 14 Pro, rather than the standard iPhone 14 – leading to questions about how different the iPhone 14 will actually be from its predecessor, the iPhone 13. The iPhone 14 Pro and iPhone 14 Pro Max are expected...
iPhone 13 Face ID

'High-End' iPhone 14 Front-Facing Camera to Cost Apple Three Times More

Monday May 23, 2022 7:05 am PDT by
The iPhone 14 will feature a more expensive "high-end" front-facing camera with autofocus, partly made in South Korea for the first time, ET News reports. Apple reportedly ousted a Chinese candidate to choose LG Innotek, a South Korean company, to supply the iPhone 14's front-facing camera alongside Japan's Sharp. The company is said to have originally planned to switch to LG for the iPhone...
iPhone 13 Always On Feature

iPhone 14 Pro Screen Refresh Rate Upgrade Could Allow for Always-On Display

Tuesday May 24, 2022 7:23 am PDT by
Last year's iPhone 13 Pro models were the first of Apple's smartphones to come with 120Hz ProMotion displays, and while the two iPhone 14 Pro models will continue to feature the technology, their screens could well boast expanded refresh rate variability this time round. To bring ProMotion displays to the ‌iPhone 13 Pro models‌, Apple adopted LTPO panel technology with variable refresh...
apple music

Apple Increases Apple Music Subscription Price for Students in Several Countries

Sunday May 22, 2022 1:57 am PDT by
Apple has silently increased the price of its Apple Music subscription for college students in several countries, with the company emailing students informing them their subscription would be slightly increasing in price moving forward. The price change is not widespread and, based on MacRumors' findings, will impact Apple Music student subscribers in but not limited to Australia, the...
EA Apple Maybe Feature

Apple Reportedly Talked With Electronic Arts About Potential Acquisition

Monday May 23, 2022 10:58 am PDT by
Apple is one of several companies that have held talks with Electronic Arts (EA) about a potential purchase, according to a new report from Puck. EA has spoken to several "potential suitors," including Apple, Amazon, and Disney as it looks for a merger arrangement. Apple and the other companies declined to comment, and the status of the talks is not known at this time, but Apple does have an ...
sony headphones 1

Sony's New WH-1000XM5 Headphones vs. Apple's AirPods Max

Friday May 20, 2022 12:18 pm PDT by
Sony this week came out with an updated version of its popular over-ear noise canceling headphones, so we picked up a pair to compare them to the AirPods Max to see which headphones are better and whether it's worth buying the $400 WH-1000XM5 from Sony over Apple's $549 AirPods Max. Subscribe to the MacRumors YouTube channel for more videos. First of all, the AirPods Max win out when it comes ...