Apple’s Beautiful ‘1.24.14’ Video Almost Made the Super Bowl

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Apple has posted a gorgeous video called "1.24.14" celebrating 30 years of the Mac, and the company used an iPhone to record it. Citing unnamed sources, AdWeek reported that the video was shot with the Super Bowl in mind, but for whatever reason Apple decided not to and instead posted it on YouTube and the Thirty Years of the Mac website.



Apple launched the Mac on January 24th, 1984, and it was the company's celebrated commercial called 1984 that essentially turned the Super Bowl into the premier commercial vehicle it is today. It frankly would have been quite fitting had Apple marked that anniversary with another Super Bowl appearance, and I'm personally bummed they didn't.

In addition to the video, Apple posted the following:

A story 30 years and one day in the making.

On January 24, 1984, Apple introduced the Macintosh. And with it a promise that the power of technology, put in the hands of everyone, could change the world. On January 24, 2014, we sent 15 camera crews all over the world to show how that promise has become a reality.

From sunrise in Melbourne to nightfall in Los Angeles, they documented people doing amazing things with Apple products. They shot over 70 hours of footage — all with the iPhone 5s. Then it was edited and scored with an original soundtrack. Thanks to the power of the Mac and the innovations it has inspired, an effort that normally takes months was accomplished in a matter of days.

Here's the video in full:

What do you think? Should Apple aired it during the Super Bowl?

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Casting this pearl amidst the SuperBowl hoopla would have obscured it with swine mud.


Actually, reading the first comment, I’m saddened that the “computer for the rest of us” has turned into an elitist instrument.


I very much appreciate JonGl’s response, with which I completely agree, after much reflection.

Linda Martin Woolfrey-Cooper

What camera app did they use to get the “look” typical of Apple? That soft, glowy, saturated colour.

Lee Dronick

I am thinking that the phrase “computer for the rest of us” was meant to be elitist.

Lee Dronick

Linda I can’t find on Apple’s webpage about this what app was used. I would think Final Cut Pro, probably not Adobe’s Premier, or iMovie.

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