The Apple movie theater ads only reinforce the idea that Apple may be
riding the coattails of the recently released 'Jobs' movie. Embrace and extend the mystic of Apple and that the kind of "dare to do what others won't" that Jobs did several times is still alive inside of Apple.
If they had advertised weeks before movie or long after I wouldn't take a long look at that correlation. However, the facts are they are talking about something NOT for sale. Not even priced yet. The ad says diddly squat about something to buy. It is selling something other than a device.
The only Apple product that has changed visibily so far in 2013 is this Mac Pro. New AppleTV SoC is invisible in ad. Updated CPU+GPU in MBA ... again invisible. Minor tweak to low end iPod Touch. No new iPad. Frankly, there is nothing primarily visual to show in an Apple ad so far this year
but the Mac Pro. So it isn't there so much because Mac Pro is going down market. It is there in part because there is nothing else to choose right now. We are almost 9 months into 2013 and Apple has only introduced one Mac model's updates as far as a real product for sale. (and almost zero new items on the iOS side. Slightly tweaked iPod Touch ) Their huge image problem right now is that they aren't doing anything going forward. Jobs is dead and Apple is dead in the water. The Mac Pro is the only forward thing they can talk about right now.
After release if there is an extensive billboard, advertising campaign around the Mac Pro perhaps. But with new iPads and new iPhones in several weeks the ads campaigns will likely be primarily focused on them.
It is more than fanciful wishful thinking that they will attack the iMac with this product. They are not likely to do that all. If ads generate more store visits in the future, great. Does this give something folks to fixate on in the relatively short wait till the iPhone update, great.
So maybe what we'll be left with is the Mac Pro and the Mac Mini for desktop work
LOL. iMacs account for 70-90% of all Apple desktop sales. They are going to abandon it? Only if they are suicidal.
and pads and phones or whatever they become and how they will interact with what is now called the TV for everything else.
Apple's major foul up is that somehow they now pushed practically all of their device upgrades into the pre-holidays time frame. Long term that is a bonehead move. Some parts (e.g., AppleTV , Mac Pro , MBP ) don't really merit that. 10.9 (Mavericks' delay ) and some Intel delays probably means they don't have to do this next year; at least for practically all Mac products.
