Done in cinematic style, the virtually information-free ad begins with close-up shots of the stark lines and curves of the new Mac Pro on simple backgrounds, so it’s not immediately clear what you’re watching. As the video progresses, the music builds and the computer is revealed. The ad closes with some imagery that mirrors the device’s cylindrical form factor (including a flaming circle, an eye and the globe) and the words “Mac Pro. Fall 2013” appear alongside the Apple logo.
The ad went live on the company’s official YouTube channel on Friday. It’s a little unusual for extremely secretive Apple to post a “trailer” for a product, but the Mac Pro is a special case. Apple announced the product this spring at its annual developers conference. However, the company couldn’t release it until the fall, presumably because it would need Intel’s Haswell chips, which weren’t ready at the time.