Apple's latest ad campaigns give an idea of what it is trying to achieve and who it is trying to talk to. Check out these behind-the-scenes videos that show how Apple shot these iMac Pro ads to help it re-align its focus on the creative.
Of course, this shooting process involves high-speed processing and data transfers. After Effects was also used, but being an Apple ad, Final Cut Pro was also a main focus.
https://www.youtube.com/watch?v=ie9oftXkoJs
https://www.youtube.com/watch?v=n0GomryiATc
The strategy and approach is to showcase studios that are using these machines to produce great art and media. And although we're supposed to see a release of the Mac Pro soon, this machine should do the trick for any studio, video editing company, or multi media powerhouse.
https://www.youtube.com/watch?v=vAV4VqZTfHA
https://www.youtube.com/watch?v=xzvc3q9CtQ4
It's not like most of us are going to be able to afford these machines, but it's surely inspiring to see the artists working on them, using tools that would push the fan on the Mac I use to a decibel that can be heard from the room next door. And one of the main messages I'm taking with me, ironically, is that throughout the ads and behind-the-scenes videos, it's about the work and the concept, and not the gear.
Somebody break into Fort Know and help a guy out. Thanks Apple by showiing me what I can’t afford. WOW what a super machine
Still, I can do all that at much lower cost. When going the PC route you have so many levels of performance to choose from. You can tailor you machine to fit your needs AND budget.
Not so with Apple; "Here is what we have, take it or leave it". So it's either an under performing obsolete machine or a small mortgage for the iMac Pro.
Apple has always been making profit CREATIVELY.
The company makes $2B profit on the phone charging cable every year, that's pure genius.
As much as I hate Apple, you're right. That is one really good money making idea.
I hate Apple, but I kind of like their products. I think they have very good products but Apple seem only interested to squeeze every last penny out of their clients. And seeing that Apple fanboys are among the least critical bunch on this planet, they get away with it. Good for them.
They make so much money, they could probably buy half of Africa.
Apple really hasn't figured out how to innovate with the absence of Steve Jobs and everyone else has caught up and/or surpassed them. Other companies do this too, but with Apple I think you feel it more because their equipment is so locked down. Microsoft making their own hardware really took the edge away from Apple in the Desktop OS department. I don't know what it is about Solid State Drives that suddenly fixed Windows, but they did. Must be something about the file system. When I'm using High Sierra now, there's really no functional advantage I can see.
Did anyone notice in the Buck film how it says "Additional equipment used for final render of some sequences"? Are they basically saying you can like this but you won't be able to really do the job on this extremely expensive iMac Pro?
I think its more that rendering high-end final CG is a job for render farms, not any single workstation. (At least if you want results reasonably quickly)
That is the case on most product videos. If you see a video shot on an Iphone or Samsung, they don't mention the professional gimbals, top producers and videographers, and a ton of lights and other equipments they used.
When Windows PC in a powerful machine = meh...
When Apple makes a powerful machine = OMG! Apple is so good! They're so into innovation! Woohoo! (insert other fanboy cheering here)
I like the disclaimer at the bottom of the last video. "Other equipment was used to render the hard parts of this video". I just sold my mac pro. It was all but pathetic with anything that requires serious processing.
I assume the newer Mac Pro. That was a real flop. Back in the day, the old aluminum ones were rock solid. Although, I still and will continue to use use apple, OS are really irrelevant in today's world unless you need a specific software that is OS specific. For the cost of a Mac Mini, you could build a blazing fast, decked to the core PC that is upgradable.
Dale my view :)
I thought so to till I switched to PC this year and I used to use PCs a lot for some other work but am a OS X guy even more so now
the file finder sucks beyond belief
its a bit like getting one of those really bad sore throats and realizing how many times you use your throat in a day just how much you use your finder/explorer
things like in PS saving a file you can only see 1 file type ?
previews NOPE 3rd party for PC sucks in comparison
column view does not exist ? so stupid lack of choices in PC its HORRID to use
no good native tagging system sure you can do a star after like 5 clicks and 3 windows then go up and change the view and add to see that view and then have to repeat over and over and just stars no customization etc..
and so many more
so yes when in the program things are about the same but files in and out of the program are not even close and managing not even close etc..
again sad we are stuck between bad and worse these days
Windows Explorer is getting overhauled in one of the Redstone builds this year, as to previewing files use Seer:
http://1218.io/
Columns exist in Windows Explorer, and have done since Win 7? For tagging/rating images why use OS tools when Bridge/CaptureOne are far better tools for the job? Alternatively use ACDSee for ranking/tagging/preview.
Technically previewing files is a security risk for the OS hence why you don't have anything OS level.
I use seer its very very sub par to OS X sadly
no column view in finder and having a column for date and type etc.. is not the same thing once you use OS X :) OS X has what windows users like to call column since the beginning to :)
a true column view once you use it you will realize how awesome it is and how horrid explorer is :)
tagging ? show me how to rate a PDF in windows :) how about custom tags with single right click for those PDF or text docs or other file types even folders and so on cause windows cant do any of that sadly seeing thumbs of PSD or PSB again win cant do any of that ? pretty sad really
so why not make it in the explorer native to the OS :)
C1 does not manage other documents ? I have been using it since it came out
bridge is horrid clunky and again does not support certain file types properly ? and why have to go to other programs to manage browse find
speaking of find :) once again major fail on win
redstone :) tabs do not do anything to make it better and fix all the above and about time since OS X has tabs already :)
again I am using win so I want it to be good but its not sadly
only a security risk in win ya mean :) once again a huge downfall
color management sucks beyond belief no OS wide color management on win so who knows what you are going app toapp to get and again so so so so so much more
again serious no bull I want it to work but when you work in both a lot you realize how bad one or the other is and the downsides
OS X IMHO has gotten worse but its no where close to how bad win is though
ditto
20 sec mark ADDITIONAL EQUIPMENT USED
OK so what was that gear :) reckon that was more powerful hardware of some kind :)
either way the new iMacs are not what I would want sure the rich youtube stars using red cameras for there youtube channel love them promote them and the little lemmings go me to me to
adobe sucks these days so does apple compared with the past things are going backwards in reliability
I switched to PC and it sucks to enough stupid little things that are bad but apple has those to ?
kinda stuck between suck or suck worse for most of us :)
for PS and LR a iMac is plenty fast as the small gains are not in develop mode where you need it but small gain import export when you can be doing other things anyway ?
C1 on a high end PC rocks but again stupid windows and horrid wacom support drivers issues and such rather have apple stability and smoother tablet use over faster :)
nice ad funny they had to use other gear to complete it which is the state of apple today a huge phone company not a pc company anymore
Better than both by Spike Lee:
https://youtu.be/305ryPvU6A8