Apple Shares New ‘Test the Impossible’ Behind the Mac Ad

Apple today shared a new video in its ongoing "Behind the Mac" series that highlights the various ways creators use the Mac for art, education, music making, coding, and more.

Today's video, "Test the Impossible," is a short 38 second spot that shows brief clips of the Mac being used for various creative pursuits, with a voiceover about what's possible when you don't know what's impossible.

You have no idea what you're doing. This is great. People who know what they're doing know the rules and know what is possible and what is impossible. You do not. The rules on what is possible and what is impossible in the arts were made by people who had not tested the bounds of the possible by going beyond them. And you can.
Apple has shared multiple videos in its Behind the Mac series so far, with the goal of highlighting its Mac lineup, from the iMac to the Mac notebooks.


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Apple’s Latest ‘Shot on iPhone’ Campaign Goes ‘On Tour’ With 16 Singers and Bands Around the World

Apple is expanding its long-running “Shot on iPhone” marketing campaign with a new series of “On Tour” videos and billboard ads featuring 16 musicians and bands from around the world, according to Adweek.

As part of the campaign, Apple has shared three new videos that provide an up-close and behind-the-scenes look at concerts hosted by rock band Florence and the Machine, singer FKA twigs, and jazz saxophonist Kamasi Washington. The mini documentaries were shot by iPhone users, some with the help of “additional hardware and software.”







In addition to YouTube, the videos will be available on Apple Music and IGTV.

Musicians and bands featured in the campaign include FKA twigs, Chai, Kacey Musgraves, Kamasi Washington, Florence and the Machine, Idles, Lizzo, Travis Scott, Tierra Whack, Leon Bridges, Skrillex, Sebastian Yatra, Jay de la Cueva, Gaye Su Akyol, Little Big, and Tyler, the Creator, according to Adweek.





Images via Adweek


Over the years, Apple has used its “Shot on iPhone” campaign to feature photos shot by everyday iPhone users, portraits of NHL players, the Cuban surfing community, the Chinese New Year, and much more.

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Two Apple Ads Nominated for Outstanding Commercial Emmy Award

Two of Apple's ads are in the running to receive the 2019 Outstanding Commercial Emmy. Both of the ads were created by TBWA/Media Arts Lab, Apple's longtime advertising partner.

The first ad nominated for the award is Apple's "Make Something Wonderful" MacBook ad, released late last year. In the spot, which is in black and white, various creative personalities and people are shown with their Mac devices.


The second ad nominated for the award is one of Apple's "Shot on iPhone" spots, specifically "Don't Mess With Mother," an April 2019 video featuring imagery of nature from around the world set to the song "Last Rites" by Megadeth.


Apple will be competing with ad spots from Netflix (A Great Day in Hollywood), Nike (Dream Crazy), and and the "Point of View" video from Sandy Hook Promise, a non-profit organization.

In 2018, Apple was nominated for an Outstanding Commercial Emmy for its "Earth: Shot on iPhone" ad, but ultimately lost to an ad from P&G.


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Apple Promotes Face ID as Even Easier and More Secure Than Touch ID in Humorous New iPhone Ad

Apple's latest iPhone ad humorously demonstrates how Face ID is more convenient and secure than Touch ID for user authentication.

Timed with midsummer, the 30-second spot depicts a man napping on a reclining lounger in a backyard. After receiving a trio of iMessage notifications on his iPhone XR, he slowly raises the lounger to line up his face with the iPhone and unlocks the device with Face ID, all while continuing to lay down.


The messages come from a friend named Craig, who asks the man if he still plans to come around, suggesting that the two had made plans together. Instead, the man promptly returns to his nap alongside his dog. The ad is aptly titled "Nap" and features the song "Nice" by Grammy Award-winning DJ Latroit.


Face ID debuted on the iPhone X in 2017. At the time, Apple said the probability that a random person could unlock someone else's iPhone X was approximately one in 1,000,000, versus one in 50,000 for Touch ID.

The ad is part of Apple's ongoing "That's iPhone" marketing campaign promoting both hardware and software features of the device, such as iMessage encryption, App Store privacy, iPhone material recycling, and water resistance. "Face ID is even easier and more secure than Touch ID. That's iPhone."


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Apple Shares New AirPods Ad Highlighting Wireless Charging

Apple today shared a new AirPods ad called "Bounce," which is meant to highlight the AirPods Wireless Charging Case that launched in March alongside the second-generation AirPods.

In the spot, which was shot in black and white, a bored man pulls his AirPods off of their wireless charging pad (an Apple exclusive Belkin model) before he pops outside and begins bouncing over normal street items that are inexplicably bouncy like a trampoline. The song "I Learnt Some Jazz Today" plays while he runs through town.


Apple has shared AirPods ads in the past, but this is the first ad that is specifically aimed at highlighting the wireless charging capabilities of the AirPods.

Apple sells the AirPods 2 for $199 with a Wireless Charging Case included, which is able to charge on any Qi-based wireless charging mat. It's also available on a standalone basis for $79.


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Apple’s Latest ‘Shot on iPhone’ Video Timed With 2019 Cricket World Cup

Apple this week shared a new "Shot on iPhone XS" ad highlighting the sport of cricket in India, coinciding with the ongoing 2019 Cricket World Cup in England and Wales. The video is featured on Apple's website in India.


"It's the spirit of India, captured in a game, a love story that spans more than a billion hearts. Come, celebrate cricket the way India does."

The video is part of Apple's efforts to step up its localized marketing over the past few years. In previous "Shot on iPhone" videos, Apple has highlighted a teenage athlete from the American Samoa, the Cuban surfing community, the Brazilian Carnival, professional hockey players in Canada, and more.


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Apple Highlights iMessage Encryption, App Store Privacy, and iPhone Recycling in Trio of New Ads

Apple today shared three new ads on its YouTube channel in Australia, highlighting iMessage encryption, App Store privacy, and iPhone recycling, as part of its ongoing "That's iPhone" marketing campaign around the world.




Apple also shared a new Shot on iPhone XS video and a companion behind-the-scenes video on its main YouTube channel on Saturday:



The video was shot on the iPhone by Donghoon Jun and James Thornton of Incite, in collaboration with WET, and commissioned by Apple.


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Apple Promotes Music-Making on Mac in New Ad

Apple today shared a new "Behind the Music" ad in the United Kingdom that promotes music-making on the Mac with portraits of artists.

"From bedroom studio to stadium tour, the British music scene is alive," the video description says. "See the emerging and the iconic, the graft and the glory, a glimpse behind the scenes and behind the music."


The ad is accompanied by a new page on Apple's website that says "Mac is the instrument of choice for musicians everywhere." The page highlights Apple's music software, including GarageBand, Logic Pro X, and MainStage 3.

The ad is part of Apple's larger "Behind the Mac" campaign launched last year.


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Apple Promotes iPhone XR’s Battery Life in New Ad: ‘You’ll Lose Power Before It Will’

Apple has shared a new ad titled "Up Late" on its YouTube channel that promotes the iPhone XR having the "longest battery life in an iPhone ever."

The 30-second spot shows various people falling asleep while using an iPhone, including a parking attendant streaming an Inter Milan game, a woman laying on a couch and playing a game, and a man sitting on the end of a bed and watching a baby monitor, setting up the tagline "you'll lose power before it will."


"iPhone XR has the longest battery life in an iPhone ever," the video description reads. "So whether you're streaming video, watching live sports or playing a game, you'll lose power before your iPhone XR will."

The ad is set to the soundtrack "Stay Awake" by Julie Andrews from the classic musical fantasy film "Mary Poppins."

Despite being cheaper than the iPhone XS and iPhone XS Max, the iPhone XR does in fact have the longest battery life of any iPhone ever thanks to its large 6.1-inch size and more power efficient LCD versus the OLED displays in the latter two devices.

Related Roundup: iPhone XR
Buyer's Guide: iPhone XR (Neutral)

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Apple Shares New ‘Inside Joke’ Privacy-Focused Video Highlighting iMessage Encryption

Apple today shared a humorous new privacy-focused video on its YouTube channel, which is designed to highlight the end-to-end encryption feature in the Messages app.

In the minute-long video, a woman is at a nail salon getting a pedicure, and she's receiving iMessages and cracking up at them over and over again. The viewer is never given a look at what she's seeing that's so funny, which emphasizes the fact that messages are private.


The end of the video features the tagline "iMessage encrypts your conversations because not everyone needs to be in on the joke."

Apple has shared several other privacy-focused videos in recent months, including a "Privacy Matters" spot and a video that highlights limited ad tracking in Safari.


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