Apple's 'The Underdogs' ads have proven popular since their COVID-era debut and they continue to be at the center of some of Apple's best work. The latest ad is all about Macs and how their security can help foil thieves.
These ads all follow a group of people who are starting their own business and using Apple devices and services to do it. In this instance, they're using iPhones and Macs to prepare for a big funding meeting only for a MacBook containing the proposal to be stolen. What results is a crazy manhunt to try and find the people that stole it — all the while teaching viewers about the security Macs employ these days.
The full ad runs for more than eight minutes and is more of a short story than an advertisement. And it's well worth your time, if only to laugh at the hapless thieves throughout.
Find My and more
The ad shows people using Find My a bunch of times, first to locate the stolen MacBook and then to locate a missing coworker, but that's just the start. In fact, Apple's credits list all of the features that were used in the ad and it's a long one that includes:
- Touch ID and Face ID
- Find My
- Passwords and Passkeys
- Safari fraudulent website warning
- End-to-end encryption
- Notify when left behind
- MDM remote lock
- MDM remote wipe
- Secure enclave
- Family sharing
The list of Apple security features is a long one these days and Macs are more secure than ever. But that's only made possible by the way Apple's other services and devices tie into an overarching ecosystem that, while sometimes limiting for power users, is undoubtedly the star of the show here.
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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.