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
35 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
35 months ago
...but how are they going to "make something wonderful" when the keyboard stops working?
Score: 51 Votes (Like | Disagree)
Mic'sBook Avatar
35 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
35 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
35 months ago
What’s a Mac?
Score: 33 Votes (Like | Disagree)
Hater Avatar
35 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)

Top Stories

whatsapp privacy banner

WhatsApp Reveals What Happens to Users Who Don't Agree to Upcoming Privacy Policy Changes

Sunday February 21, 2021 1:11 am PST by
WhatsApp has revealed how it will gradually limit the features available to accounts held by users who do not accept the platform's impending privacy policy changes, due to come into effect on May 15. WhatsApp's new banner explaining the privacy policy changes According to an email seen by TechCrunch to one of its merchant partners, WhatsApp said it will "slowly ask" users who have not yet...
new airpods leaked image 52audios

Alleged Leaked Image Claims to Show Third-Generation AirPods and Case

Sunday February 21, 2021 2:49 am PST by
A new image claims to offer our first real world look at Apple's next-generation AirPods. The image, shared by 52audio, showcases both AirPods and the charging case for what the site claims to be the third iteration of the wireless earbuds. 52audio has in the past shared images claiming to showcase different parts of the third-generation AirPods. Most notably, the site in November shared...
2021 mbp sd slot feature2

Kuo: New MacBook Pro Models With HDMI Port and SD Card Reader to Launch Later This Year

Monday February 22, 2021 8:52 pm PST by
Apple plans to release two new MacBook Pro models equipped with an HDMI port and SD card reader in the second half of 2021, according to analyst Ming-Chi Kuo, who outlined his expectations in a research note obtained by MacRumors. The return of an SD card reader was first reported by Bloomberg's Mark Gurman last month. "We predict that Apple's two new MacBook Pro models in 2H21 will have...
mac security privacy

Apple Takes Step to Prevent Further Spread of 'Silver Sparrow' Malware on Macs

Monday February 22, 2021 6:13 am PST by
Over the weekend, we reported on the second known piece of malware compiled to run natively on M1 Macs. Given the name "Silver Sparrow," the malicious package is said to leverage the macOS Installer JavaScript API to execute suspicious commands. After observing the malware for over a week, however, security firm Red Canary did not observe any final payload, so the exact threat to users remains a...
iphone 12 pro display video

BOE Rumored to Supply iPhone 13 Display Panels After iPhone 12 Failures

Monday February 22, 2021 9:54 am PST by
Display manufacturer BOE will be one of the main suppliers of OLED panels for iPhone 13 models, according to a new report today from Taiwan's Economic Daily News. BOE is said to be working with touch panel manufacturer General Interface Solution (GIS), part of the Hon Hai Group to develop OLED panels. Multiple iPhone 12 rumors suggested that BOE would supply some panels for the devices,...
pink squares macos

Apple Investigating Issue With 'Pink Squares' Appearing on Displays Connected to M1 Mac Mini

Sunday February 21, 2021 11:08 am PST by
In an internal memo this week, obtained by MacRumors, Apple informed service providers that it is aware of and investigating an issue that may result in "pink squares or pixels" appearing on displays connected to an M1 Mac mini. Image via Twitter user @FatihVidyograf This issue has been reported by users across the Apple Support Communities, MacRumors Forums, and Reddit since the M1 Mac mini...
Top Stories 47 Feature

Top Stories: More iOS 14.5 Beta Changes, iPhone 13 Rumors, Apple Watch Charging Issue Fixed

Saturday February 20, 2021 6:00 am PST by
Apple is continuing to tweak things during the iOS 14.5 beta testing period, and it looks like there will be some nice changes coming in the update when it's released to the public in a month or so. This week also saw the release of a watchOS bug fix update for Series 5 and Series SE owners, addressing a serious issue where their watches may not charge after entering Power Reserve mode,...
google chrome macos big sur

Chrome Used 10X More RAM Than Safari on macOS Big Sur in Recent Test [Updated]

Saturday February 20, 2021 12:52 pm PST by
Under normal and lightweight web browsing, Google Chrome uses 10x more RAM than Safari on macOS Big Sur, according to a test conducted by Flotato creator Morten Just (via iMore). In a blog post, Just outlines that he put both browsers to the test in two scenarios on the latest version of macOS. The first test was conducted on a virtual machine, and the second on a 2019 16-inch MacBook Pro...
m1 mac mini

M1 Mac Users Report Excessive SSD Wear

Tuesday February 23, 2021 7:07 am PST by
Over the past week, some M1 Mac users have been reporting alarming SSD health readings, suggesting that these devices are writing extraordinary amounts of data to their drives (via iMore). Across Twitter and the MacRumors forums, users are reporting that M1 Macs are experiencing extremely high drive writes over a short space of time. In what appear to be the most severe cases, M1 Macs are sai...
maxresdefault

Revisiting Apple's MagSafe Leather Wallet After 3 Months of Usage

Saturday February 20, 2021 8:04 am PST by
Back in November when Apple's MagSafe-compatible Leather Wallet first launched, MacRumors videographer Dan took a look at the accessory and ended up disliking it because of the weak magnetic connection. Dan kept using the Leather Wallet despite its flaws, and after three months with the accessory, his opinion has changed and he wanted to share some new thoughts on it. Subscribe to the ...