Apple eats its own dog food

Love it or loathe it Apple appears to be coalescing its business around the focus of delivering products it likes to think may in some way transform the world.

Apple eats its own dog food

Globally connected

The depth -- and the impact -- of this value statement is ably evidenced in a video the company published today on its home page,

The short video was shot entirely on iPhone 5S smartphones at 15 locations worldwide on the day of the thirtieth anniversary of the Macintosh (January 24). It was edited together on Macs. The film features a series of moments that detail the impact of Apple's technologies and their use in different disciplines across the planet.

You can dismiss this as marketing, of course -- after all, it is marketing -- but you shouldn’t dismiss its inherent significance: we have technologies today that let numerous camera crews grab video footage at separate places across the planet, edit it, and release it worldwide within a few days.

When could this be done before so affordably? We are one of the first generations on the planet who can see something like this as being "normal".

Directed by Jake Scott, the son of Ridley Scott (director of the eponymous 1984 Apple ad) the film was edited by a team of 21, who worked through over 70-hours of footage. All this footage was shot remotely and delivered via existing Wi-Fi and cellphone networks and features Apple customers working in different disciplines.

Scott used FaceTime to direct all the films being captured worldwide: "Many involved in the production believe this innovative approach to a multi-location shoot will be adopted by other filmmakers," Apple says.

Would these evolutions in creative technology have taken place without Apple's influence?

Beyond the Mac

It seems certain the company has influenced the direction of some of these technologies. Consider the dreadful job Windows systems once did when handling video assets; Consider the impact on the video software industry of Apple's introduction of Final Cut Pro, which caused competitors to accelerate innovation within their video editing solutions. Apple has impacted the creative industries from production to distribution.

"From beginning to end, every facet of this production was made possible by innovations that trace their lineage back to the original Macintosh in 1984."

Apple seems to be trying to rally around the impact its ideas have had on the technology industry since the company's inception. It is trying to reinforce its commitment to its original aim of putting creative technology into the hands of creative people in order that they can leave their very own dents in the universe.

That's all good so far, but as the company asks us to participate in backwards-facing navel gazing at its historical impact on the technology and creative industries, industry watchers continue to ask what the company plans to do to maintain its track record.

Given CEO, Tim Cook's recent assertions that Apple remains excited concerning what it's putting together in its labs, friends and foes alike will be asking if the company will stick to its guns to deliver yet more transformative innovation, or if it has lost its way.

Perhaps all Apple really needs to do is retain focus on the mission that took it this far along the road to making a difference to the computer world.

Will 2044 be like 2014?

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Copyright © 2014 IDG Communications, Inc.

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