Three Guys and a Podcast: Apple News & Analysis
In a rather unusual move for Apple, they have begun advertising their highly anticipated Mac Pro tower computer in movie theaters. The ad is similar to the close up teaser video Phil Schiller released during Apple's World Wide Developers Conference this past June.
Everything about this launch is unorthodox for Apple. First, Apple took an unusual move in pre announcing the Mac Pro months in advance of its actual launch, stating a "later this year" release date. Apple rarely announces any product pre-launch if the model already exists within the market.
Secondly, Apple delivered specifications. Another odd move by Apple, giving competition months to try and work out something similar before ever shipping a product. Apple's top brass must be very confident in the Mac Pro's ability to hold a technical advantage over the competition for some time to come.
Lastly, Apple's movie advertising is a bizarre approach, never having been attempted by the company before. But theater advertising is a new twist that Apple may continue with, as advertising fractures from radio into podcasts, and magazine ads towards online awareness campaigns.
Most movie goers will be being introduced to the Mac Pro for the first time, but it may be more about targeting Hollywood, as those that edit and work on post production film work are in Apple's bullseye for the new cylindrical powerhouse. If this movie advertising approach works for Apple, count on the company going back to theater distributio over and over again, with others quickly following suite.
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