Apple's new 'Behind the Mac' vid shows James Blake making music at home

James Blake Behind The Mac (Image credit: Apple)

What you need to know

Apple's latest "Behind the Mac" ad is here.
The short video shows James Blake making music using a MacBook Pro.
Apple shows the singer working in Logic Pro X at home.

Apple's latest "Behind the Mac' ad is here and it shows singer James Blake doing his thing using a MacBook Pro and Logic Pro. But he isn't doing it in a swanky studio – he's doing it at home.

While the ad doesn't specifically mention it, we're to assume that Blake is stuck at home – in his home studio, no less – due to the COvID-19 situation. But Apple says we should "never stop making" and that's exactly the attitude Blake shows here.

GRAMMY® award winner, James Blake, takes us into his home studio as he works Behind the Mac to put the finishing touches on his latest song, "Are you even real." Editing, looping, pitching, and layering the track in Logic Pro X on his MacBook.

The full video runs for less than 40 seconds but still manages to get its point across in typical Apple fashion. Check it out and see what you can do with a MacBook Pro and some software. And a home studio. And some talent.

Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too. Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.