…or maybe they did. Just not at the opening of their developer conference. It's quite funny. Some insider jokes (it is a trade video after all - like the gag about the 'angel investor' who's actually an angel, but really just a rich guy - who explodes in a windfall of silver coins.
Actually Apple have a history of going to the wire with lavish productions that nearly didn't make it to air. The now-famous 1984 commercial shot at monumental expense by Ridley Scott at Pinewood Studios in England only ever aired one time - during the SuperBowl.
As difficult as it might seem to imagine the history of Apple - and even TV advertising - with a blank space in place of a dystopian classic - the ad very nearly didn't air. In the book Chiat Day, The First 20 Years the tale is told of how Apple wanted to can the ad - right up to the last minute. They asked how much they would save by pulling the plug on production - 'the price of lunch' was the answer. They tried to sell the airtime to another advertiser but, like the Apple Newton, there were no takers. The girl in the red shorts, pursued by IBM stormtroopers/thoughtpolice hurled her sledgehammer through the ranting face on the screen - …and 1984 wasn't like 1984.
If you haven't seen the original ad…here it is… still looks good today
This blog is a notepad of contemporaneous and sometimes extemporaneous thoughts about creativity, strategy and ideas.