Apple celebrates the march of technology in grandiose new ad
Apple is introducing the latest iteration of its MacBook Pro with a history lesson.
The Cupertino company's new, high concept ad campaign traces the thread of human innovation from the advent of the wheel to the first locomotive all the way through drones and robots.
That progress is juxtaposed with a miles-long symbolic chain of lightbulbs that explodes in a visual reminiscent of falling dominos.
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The campaign seems to be a bid to reinforce Apple's forward-thinking spirit as some Wall Street investors and critics worry that Apple's product pipeline is losing its innovative edge
The ad is a bit of a departure from the company's most recent campaigns, many of which have relied on user-shot footage or A-list talent.
The newly redesigned MacBook Pro, which comes equipped with a touchscreen strip above the keyboard, was released last month.
Patrick Kulp is a Business Reporter at Mashable. Patrick covers digital advertising, online retail and the future of work. A graduate of UC Santa Barbara with a degree in political science and economics, he previously worked at the Pacific Coast Business Times.
