Apple’s new-product videos have become as famous as its devices. But not necessarily in a good way.
Let’s just say they’re a bit predictable.
You know the routine: Jony Ive and assorted Apple leaders appear on a white background, gushing over the product to someone off-camera, with occasional cutaways to beauty shots and explanatory graphics.
The format has been repeated so often, it’s become the standard for parody videos by pros and amateurs alike. Imitation may be the sincerest form of flattery, but the flattery part ran its course after the first five years.
So it was with great joy that I watched Apple’s latest product video — which is actually an old-product video.
The Mac 30th Birthday piece is all about a computer, but the story isn’t told by Apple people. We hear it from those who have used a Mac to have impact in this world — each speaking from a different perspective.
There isn’t a white background in sight. The speakers appear in their natural habitats, which are colorful and interesting. The music is really good. There’s energy in the edit. It feels honest and authentic. Continue reading →