To mark the 30th anniversary of the Mac, Apple gave its store workers special T-shirts, changed its home page and granted ABC News an interview with CEO Tim Cook.

But its biggest anniversary project was one done in secret. The company spent the actual day of the anniversary — January 24 — making a short movie. Filmed in 10 countries on five continents (over 36 hours, given the time differences), the movie focuses on all of the things people are doing with Apple products. It was filmed entirely on iPhones and edited over the past week — on Macs, of course.

The video, which debuts on Apple’s website Monday, begins by proclaiming that the Mac was introduced 30 years ago with the promise to “put technology in the hands of the people.”

In the next 125 seconds, Apple shows just how that promise is being fulfilled, with modern-day Macs being used around the globe to do everything from document an archaeological dig to control robots and conduct an orchestra.

Apple’s choice of venue also reflects how much has changed in the 30 years since Apple launched the Mac with its now-legendary “1984” Super Bowl ad. Rather than pay for airtime, Apple is posting the video to YouTube and letting social and traditional media ensure it gets plenty of eyeballs.

Some thought Apple might be doing a Super Bowl commercial this year. Speculation heightened after this tweet from Lee Clow, the chairman of Apple ad agency TBWA\Worldwide.

However, while Clow’s ad agency did make the film, Apple opted to post the movie online and highlight it on its website.

That’s starting to look like a sage choice. Rival Microsoft paid millions to advertise during the fourth quarter of a game from which many had already tuned out. Sonos, T-Mobile, GoDaddy and other tech firms also decided to go with pricey in-game ads during what turned out to be among the biggest blowouts in Super Bowl history.

“Ok so it wasn’t a great Super Bowl,” Clow tweeted Sunday night. “Tomorrow’s another day.”

Here’s the ad:


I love this video and  "Happy birthday to Mac!" There's no doubt that all the Mac users could feel that promise "put technology in the hands of people". That's why more and more people fall in love with Apple products.

Macgo Mac Blu-ray Player is another powerful tool applied on Mac to make it more practical than before. All the Blu-ray Discs and files are no longer impossible for Mac. I strongly feel that you will love it.


What a surprise. A simple post telling me something I hadn't heard about and will now look for, and what do I find in the comments section? People slagging off Apple (yawn).

Tim Acheson
Tim Acheson

The anniversary story is now well over a week old, but you can't blame Apple for dragging it out. Even if after three decades Mac has barely scraped past 5% market share. It's no longer the 30th anniversary of Mac.

I know that Recode can do better than fawning over every Apple story like most of the other tech sites.


I'm not sure, Dr. Garland.  But did they start their professional career in conditioning dogs with a bell?


@Tim Acheson It's an interesting story, but this might have been the less-interesting approach. Jake Scott directing a commercial filming in 15 locations at once is definitely cool and makes for a great read.


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