Apple has deviated from its usual practice and today shared a rare behind-the-scenes look at the production of the launch video for the MacBook Neo. The original video, which accompanied the unveiling of the computer last March, received widespread praise for its whimsical and unique style, and now the company allows the general public to see the professional tools and creative techniques that brought it to life.
In a short clip published on YouTube Shorts, Apple presents what it defines as: A glimpse of the magic done by hand. In contrast to productions based solely on computer graphics, the company revealed that it used physical models and tangible props that were specially built for the filming. The combination between those physical elements and advanced visual effects is what created the polished sequences seen in the final version of the video "Hello, MacBook Neo".
Apple’s decision to reveal insights from the production of a flagship product is an unusual move for the technology giant, which usually maintains secrecy around its internal work processes. It appears that the decision is related to the phenomenal success of the device itself; the MacBook Neo, which was launched at a price of 599 dollars, became an immediate sales hit. According to reports, the device broke Apple’s sales record for a launch week for Mac computers, and the high demand led to the current inventory being completely sold out. Customers who wish to purchase the computer now will have to wait until the middle of next month, when stock is expected to be replenished in stores.