Apple releases new '1.24.14' video, passes personal computing torch from Mac to iPhone

Apple has released a new video, called "1.24.14" that honors the 30th anniversary of the Mac by filming the entire thing on an iPhone in one day. That might sound like a contradiction, but it's really an extension.

Thirty years ago Macintosh promised to put technology in the hands of the people. To celebrate Mac's birthday, this film was shot around the world in one day, entirely on iPhone. Here's to the next thirty.

If Apple's had one mission since its inception its been to relentlessly democratize computing technology. Getting computers into the hands of more people led from the Apple II to the Mac, and now from the Mac to the iPhone and iPad. Just as the GUI wasn't as powerful as the command line, or iOS not (yet) as powerful as OS X, they never the less empower more people. An iPhone or iPad can't do as much as a Mac, but more people can do more with iOS than they could with the Mac or any traditional computer...

...Like shoot a commercial entirely on-device, entirely in one day. It's the mothership and the shuttles, the body and the limbs, the nest and the birds.

We've gone from wired to wireless, from desk-bound to mobile unbound, from "it just works" to "technology alone is not enough" and "we believe". Where will we go in the next 5 years? The next 10?

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Rene Ritchie

EiC of iMore, EP of Mobile Nations, Apple analyst, co-host of Debug, Iterate, Vector, Review, and MacBreak Weekly podcasts. Cook, grappler, photon wrangler. Follow him on Twitter and Google+.

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Reader comments

Apple releases new '1.24.14' video, passes personal computing torch from Mac to iPhone


Bought my first Apple device (iPad first generation) one year after it was introduced. My wife got an iPhone 5. I loved it so much, I left Android and got the 5s. Now, our next computer will be a iMac. Honestly, if not for just one or two tasks, the iPhone would be enough for my needs. The more I'm into the Apple devices, the more I'm glad I'm here. They do "just work" and let me enjoy them. I used to love to tweak a lot and experiment and do still to some degree, but, now I more appreciate the reliability of always there and always working.

I like the new ads because they all focus on what amazing things you can do with an apple product. Admittedly, I am not sure potential buyers will think that these are everyday things that they will do. Apple seems a little too lofty. That's why the Christmas ad was the best as it involved a boy simply making a film of his family. This is something that the general public can perhaps relate more to than making orbits fly etc.

I agree. But in a sense it does seem really cool that it is possible for your Mac/iPhone/iPad to do all those amazing things.

I'm not certain it's a torch passing moment, but more of Apple assessing its technology more ubiquitously into our lives in a way that continues to enables us to capture and present our activities with greater ease.