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Apple Shoots Top Secret Commercial for New Product?

Apple Insider picks up a Sierra Sun story about Apple filming a top secret commercial for a new product at a restaurant called Jax at the Tracks in Truckee, California. Said owner Bud Haley:

“Apple found us, they're trying to show us as a hip and cool spot for the 20-something crowd.”

Indeed? So what was it for, folks? The upcoming third generation iPod touch? The mythical iTablet? Steve Jobs' revolutionary iVeggie Smoothy cup? Sound off in the comments and let us know what you expect!

Rene Ritchie
Rene Ritchie

Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.

30 Comments
  • I could be wrong, but it sounds more like the rumors of social networking integration into iTunes 9.0 may not be far off if this current rumor is true. Got to love speculation on multiple layers of rumor.
  • I hope it's something about the 3rd gen iPod Touch... I can hardly stand the suspense!
  • My guess is the 3rd gen iPod Touch. Isn't this product going to be released around Oct?
  • Check out the website for the restaurant they are shooting at. Totally looks like every example photo from an iPhoto album. I'm guessing this is going to be a video "taken from the iPod touch" with it's video camera and the commercial will be played on the iPod ala the 1-2-3-4 nano commecial.
    I would be absolutely floored if Apple deviates substantially from the iconic "Beautiful Product Against White Backdrop" motif.
  • Whatever it is, they got a lot of work to do. It is cool again to hate Apple!
  • Fortunately, it is considered even cooler to use Apple.
  • Grumpy are we? Why even come to the website if that's how you feel?
  • Personally I think that iTunes 9's new features will be to handle Apple's "cocktail" experience. As for the social integration...perhaps a new version of iChat?? It's been a long time since anything has been done with that app.
    Here's to hoping!
  • I live in truckee and have been to this diner several times and no offense to the owners of jax it is not really a cool hip spot foe the 20 year olds. Just my opinion but apple will make it look like want it to
  • "TRUCKEE — Apple computers worked on an advertisement at Jax on the Tracks Tuesday afternoon, but because the product they were advertising hadn't been released, members of the group didn't release any information, or allow any photographs.
    Jax on the Tracks owner Bud Haley said a location scout found his restaurant for the project.
    “Apple found us, they're trying to show us as a hip and cool spot for the 20-something crowd,” Haley said."
  • It better be good whatever it is.
  • I hope Apple starts making greasy food.
  • I bet its the Tablet (the one Truth denies exists). You don't have to go to a restaurant to make an ipod commercial but the tablet has 3G and that might be what they want to show off.
  • Does this diner have wifi?
  • Verizon Iphone 4G
  • It could be that Apple is setting up the restaurant with wifi for the Tablet.
  • Based on the Jax on the Tracks website I am doubting that it has wifi or caters to a young crowd.
  • The tablet does not NEED wifi. That's the whole point.
    It uses 3G. (And maybe wifi as well).
  • Excuse me, waitress... can I get some longer thumbs over here? Thanks!
  • Whatever it is I'm going to buy it
  • Maybe it's finally MMS or adding zoom and basic features to the native camera app.
  • i hope it's a fleshlight
  • It's the 4th gen. IPhone
  • how dum it's not for apple it's for apple bottom jeans duh
  • I can wait
    im gonna go crazy
    jdjxudbhxnsnzjdndhd djdhsvwhwhdbfjd ddbdjdndbb dbdbdhd dhd DBS jddbd did add dbxjc fjfj fjffkfncnc xjxkfn ccjc fjc
    BOOOOOOOOB!!!
  • If it is the new iPod touch then it needs wifi. So I doubt it is that. I think if it was the tablet it might have been leaked.
  • What if it is another App commercial?
    "OK...you are lost...Hey! Here is a diner for a bite to eat...UH OH...only 20 somethings eat here...You need the Fountain of Youth FAST! Yep...there's an APP for that."
    pending Apple approval.
  • Their current commercials seem to all be done in a studio with computer animation like the iPhone app ads. I'm thinking this is something completely different since they are doing a shoot at a specific location. Since no one reported any Siberian Tigers on location, it's probably not Snow Leopard :)
  • Why would they use a Siberian tiger for a Snow Leopard ad? Wouldn't they use a snow leopard?
  • Maybe they are making a smaller iphone that would actually fit in my pocket?