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Apple Video Filmed on iPhone 5s Celebrates 30 Years of Mac

by Todd Haselton | February 3, 2014February 3, 2014 11:20 am PDT

Apple’s 1984 commercial is one of the most iconic Super Bowl ads, and there were at least a few people who hoped Apple would follow-up that ad with a new one during the Super Bowl yesterday. Of course, airtime came and went without nary a word from Apple’s marketing team. Today, however, we were treated with a new ad that celebrates the Mac’s 30th birthday, which occurred on Jan. 24.

Apple shot the entire video on an iPhone, and used 15 camera crews around the world  in 15 locations on five continents to capture the footage you see above. “From sunrise in Melbourne to nightfall in Los Angeles, they documented people doing amazing things with Apple products,” the company said. “They shot over 70 hours of footage – all with the iPhone 5s.  Then it was edited and scored with an original soundtrack.”

Apple recorded the entire video and then edited it, presumably on a Mac, in just a few days. Apple said it beamed the video from each location in real time back to a studio in LA using cell networks or satellite, and that products shot the video simultaneously. Director Jake Scott sat in Los Angeles and kept watch as the project unfolded over 36 hours, and used other Apple products, including his Mac Pro, iMac and iPad, to direct and manage the video.

“From beginning to end, every facet of this production was made possible by innovations that trace their lineage back to the original Macintosh in 1984,” Apple said. It’s pretty amazing how far we’ve come since then. Should Apple have used Super Bowl airtime to show off this project? Or do you think its new strategy shows that Apple no longer needs to rely on that kind of airtime?


Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...