apple-macpro-adApple has been hyping its neew Mac Pro computer since it was first announced in June, but a new spot designed to run in theaters is more like science fiction than advertising.

Neither the product, nor the company is mentioned until the very end.

Apple is touting the computer as the ultimate, from its shape to it’s powerful components. It’s even assembling them in the United States.

The company received a ton of grief when reports surfaced that its popular iPhone and iPads were being assembled in the Far East under Sweat Shop conditions to take advantage of low labor costs.

Paying an equivalent wage in the United States would amount to 56 cents an hour, according to some estimates.

There’s no word yet on where the computers will be assembled, how much workers will be paid or even a definite roll out date. The company said at the AWDC that it would be “later this year.” With only four months to go, that will have to be soon.

For geeks who care, the new computer is cylindrical, like an R2-D2 robot, only cooler. It comes in a sleek black case and is one-eighth the size of its earlier Mac Pro. Yet, it’s powered by a 12-core Intel Xeon processor with 1,866MHz DDR3 RAM and two AMD FirePro graphics cards.

“Can’t innovate anymore, my ass,” said Phil Schiller, Apple’s head of marketing at the Apple Worldwide Developers Conference, according to CNet.

But what really grabbed us was the high-concept commercial. Check it out below and follow TheImproper on Twitter for the latest media news.


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