Apple Bulbs

Last November Apple debuted a commercial for its new MacBook Pro. Created by Los Angeles-based ad agency, Media Labs, the commercial celebrates great inventions and discoveries that transformed the life of mankind. To the galloping pace of Rossini’s “William Tell Overture,” a path of illuminated light bulbs successively explode to mark civilization-advancing bright ideas over the millennia, from the discovery of fire and invention of the wheel to the steam engine, flying machine, eyeglasses, the zipper, paper clip, space rocket, robots, microscope, and toilet paper. The important contribution that each new invention made to civilization is indisputable. Certainly, Apple’s introduction of the Macintosh personal computer in 1984 was transformative too. Not sure that the MacBook Pro’s new Touch Bar falls into that category, or is deserving of being compared to the discovery of fire. The commercial is great, but implied analogy probably should be saved for Apple’s next big breakthrough.