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.

Top Rated Comments

BWhaler Avatar
75 months ago
Apple sells obsolete technology with crappy keyboards.

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.
Score: 129 Votes (Like | Disagree)
tubeexperience Avatar
75 months ago
...but how are they going to "make something wonderful" when the keyboard stops working?
Score: 51 Votes (Like | Disagree)
Mic'sBook Avatar
75 months ago
It's so sad the Apple logos on newer MacBook (Pro) models no longer shine again :(, which is a 'feature' since the PowerBook era
Score: 42 Votes (Like | Disagree)
tubomac Avatar
75 months ago
After a lifetime buying macs, I feel compelled to not buy any mac next time, unless they make it worth the money I pay. It's unacceptable to have such a fragile keyboard, virtually irreparable, in a machine that costs a lot of money. Most of the guys from macrumors write from USA where macs are much cheaper than other countries, and that's even odder if you think that USA is a place where cost of living and salaries are higher. If this trend continues, outside USA one is almost forced to stop buying macs. I always would like to rember Apple that there are many guys like me who may also decide to stop buying iPhones, iPad etc if they don't use macs anymore.
In the mean time I just hope for a better mac next time...just hoping...
Score: 34 Votes (Like | Disagree)
Time Less Avatar
75 months ago
What’s a Mac?
Score: 33 Votes (Like | Disagree)
Hater Avatar
75 months ago
They asked me to partake, but I can't as my project didn't render in time - it has been bouncing off the 16GB RAM limit.

For 5 bloody years.
Score: 29 Votes (Like | Disagree)

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