Apple Shares New 'The Underdogs' Video Focusing on Apple Products at Work

Apple this afternoon shared a humorous new video on its YouTube channel focusing on using Apple products at work.

The spot kicks off with a design team that has just a few days to come up with a round pizza box prototype for an important meeting, which they manage to pull off using Apple's iPhones, iPads, and laptops. The round pizza box in the video is the actual pizza box patented by Apple and used at the Caffé Macs cafeteria for Apple employees in Cupertino.

Features shown off include Continuity Camera for scanning a document from an iPhone right to a Mac, Group FaceTime, Hey Siri, AirDrop, iPad multitasking, and more.

The Apple Pencil is used for design purposes, as are the iWork apps on Macs and Microsoft's suite of apps. The video ends with the tagline "This is Apple at work," and the description links to Apple's business site with more information on the apps and services in the video.
Apple products help employees work more simply and productively, solve problems creatively, and collaborate with a shared purpose. And they're all designed to work together beautifully. When people have the power to work the way they want, with the tools they love, they can do their best work and change the future of their business.
Apple has shared multiple iPad Pro videos in the past, but this is the first ‌iPad‌ and Mac focused video that's been aimed at Apple's enterprise customers.

Top Rated Comments

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11 months ago
"This is Apple at work"

Really? It seems like chaos, attempting to focus on many things, and struggling with a deadline. I don't see wh—maybe this is Apple at work! :eek:
Rating: 74 Votes
11 months ago
Funny ad! But they forgot the parts where they couldn't work because their keyboards broke...
Rating: 67 Votes
11 months ago
Glad they're spending time on that stuff rather than the Mac Pro or fixing these blasted butterfly keyboards.
Thanks Tim Apple, I feel better now!
Rating: 28 Votes
11 months ago
Nice video.
Rating: 23 Votes
11 months ago
Years ago, Apple used to have a Mac At Work site which featured case studies of how different customers used Macs in their business. They even had case studies about companies which most people assumed did not use Macs at all, but were revealed to have a significant Mac presence. Now Apple's business site is filled with nothing but fluffy Apple marketing copy as far as Mac is concerned, with no more real customer articles.
Rating: 23 Votes
11 months ago
Lest hpoe teh piazz box turend out OK
Rating: 21 Votes
11 months ago
this is a totally brilliant ad.
i loved it.

the ad works on so many levels.
- collaboration methods
- cloud
- design tools

- and most of all, describes the way that teams often do work together.
it added so many elements beyond the actual topic of work collaboration: the way colleagues (re)act; your life at home; and most of all, it reveals the ways we are both professionals and have private/personal sides dealing with each.

this ad makes me want to buy apple products.
Rating: 17 Votes
11 months ago
The underdogs who pay 2x for a product that does half of what the competitors does and breaks in the most obvious ways, but comes with extra emojis
Rating: 12 Votes
11 months ago

I'm trying to work out if you are being serious or not.

“It is in Apple’s DNA that technology alone is not enough—it’s technology married with liberal arts, married with the humanities, that yields us the results that make our heart sing."

this ad is at the true intersection of those things.

99% of the world is either just like the team depicted, or, would love to be aspire to be close to the level that the team depicted would like to perform to.

for the 1 per centers out there, who dont like the ad because you have some sort of space mission critical use, there has always been and will always be Cray Inc (formerly Cray Research) for you. :)

this ad depicts something close to every-day people with every day realities.
it is a very apple ad.
at the intersection of tech and the humanities.
Rating: 11 Votes
11 months ago
Actually a pretty fun ad. Easy to be negative about it but it creates an overall fun positive impression without overselling and shows their products to be people-focussed. Like!
Rating: 10 Votes

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