Apple's latest Mac ad targets new college students

Apple on Monday aired a new commercial that shows high school graduates opening their college acceptance letters on Mac.

Part of the "Behind the Mac" campaign, today's ad features clips capturing the moment students from a variety of backgrounds opened emailed acceptance letters on MacBook. The soon-to-be collegians celebrate surrounded by friends and family.

Like previous spots, Mac is not the central focus of the commercial, but its presence onscreen illustrates the role it plays in each student's respective life.

The 30-second short was posted to the Apple.com homepage alongside a link to the company's dedicated education webpage for college students. There, the tech giant touts a range of products — from iPad to Mac Pro — that are available to students at discounted pricing.

Apple's "Behind the Mac" series first aired in 2018 with a spot highlighting the hardware's popularity with creatives. Subsequent commercials focused on use by celebrities.

A type of customer testimonial, the ads are expertly crafted to show, not tell, Mac's ability to augment, enhance and facilitate the creative process.

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4 Comments

mcdave

said about 3 years ago

Enriching people’s lives? Terrible advertising strategy. Surely they should be bitching & swiping at MS, maybe even pulling Jerry Seinfeld out to “stick it to ‘em”.
Good to see at least one tech vendor made it out of the playground.

prismatics

said about 3 years ago

3000 Dollars for a computer or the same amount for a cheap second hand car and a cheaper mac alternative with something useful for science and university like linux. The customer gets luckily to decide.

nadriel

said about 3 years ago

prismatics said:

3000 Dollars for a computer or the same amount for a cheap second hand car and a cheaper mac alternative with something useful for science and university like linux. The customer gets luckily to decide.

Thankfully the OS doesn’t matter that much, most things are multi-platform and “real” computation happens on computers most couldn’t certainly afford anyhow. But can’t argue with preference.

My 2013 MBP was cheapest available option with the specs and size I wanted at the time. It worked well for stuff like finding simple numerical solutions with python to more complicated simulations of open quantum systems. But yeah, it was expensive still. :(

fastasleep

said about 3 years ago

prismatics said:

3000 Dollars for a computer or the same amount for a cheap second hand car and a cheaper mac alternative with something useful for science and university like linux. The customer gets luckily to decide.

Or a useful $1K computer but who’s counting?

Lol Linux.