Apple hits college students in the feels with a 'New Beginnings' Mac ad

New Beginnings Mac Ad (Image credit: Apple)

What you need to know

Apple has shared a new Behind the Mac ad, this time showing students receiving their college acceptance letters.
The New Beginnings ad isn't available on YouTube but has pride of place on apple.com.

Apple has launched a new ad as part of its ongoing Behind the Mac series. The new ad, dubbed New Beginnings, shows multiple students receiving their acceptance letter from college – and they're reading it on their Macs.

As you'd expect each and every one of them is pleased to see the good news with families joining in with their joy. Oddly, the video isn't yet available on Apple's YouTube channel but it does have pride of place on apple.com. Unfortunately we can't embed it here, though.

Apple also links out to its College Students page, detailing how students can save on Apple products via its education pricing.

When inspiration strikes and the doing needs doing, get it done as ideas come to you. Ace your assignments. Crush your presentations. Build an app that makes a difference. Or surprise yourself with what's possible. Whatever tomorrow brings, you're more than ready for it.

Apple also highlights iPhone and iPad lineups on the same page, too.

We think the current MacBook Air is the best MacBook for students and it's a machine Apple continues to promote itself. The power of Apple silicon really does make it a package that's difficult to turn down, especially if you can take advantage of Apple's educational discount, too.

Apple is expected to announce new Apple silicon Macs as soon as next week, with refreshed iPad Pro and Apple TV hardware also in the cards. I'm quietly optimistic we will see the end of the AirTags drama, too.

Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too.

Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.