Apple’s Mac Pro, released in the fall of last year, is the kind of provocative machine that makes even Luddites turn their heads. That’s mostly because it’s remarkably different than any of its predecessors (than any computer ever, for that matter). Its design is reminiscent, in some ways, of Da Vinci’s plans for a flying machine: an impressive idea, a maelstrom of creativity, a game-changer that inspires curiosity and awe. It’s not anywhere near as ground-breaking as Leonardo’s plans — but then again, Apple is able to execute.
That execution is the subject of the above short film by Apple. It’s a plug, sure, but that’s a small price to pay for a look behind Cupertino’s curtain. There’s a delicate balance between the creation of the tricked-out tube — at one point its chrome coating and large cut-out holes make it look like a medieval knight’s helm — and the forces at work crafting it: swiftly articulating robotic arms, the nimble robot fingers that assemble bits of motherboard, vibrant-paint spraying machines, and, of course, the men and women in blue coats overseeing the entire process. Eventually the empty metal tube becomes a device that can power most of our daily necessities, work and play. The final act of laser-etching magic also etches into fact the film’s thesis: the process behind this product’s creation is just as mesmerizing as the device itself.