Apple has launched a new advertising campaign for the Mac called “behind the Mac”. In this campaign, the company is sharing user stories of people using Mac for work, creative projects and accessibility reasons.

The Mac is a versatile platform. People use it for boring tasks, such as checking emails and browsing the web. But you can also use it for countless of other things. Apple wants to show you what you can do with a Mac beyond Word and Excel.

Apple has shared 4 videos today. The first is a 60-second recap of the three other videos. Each standalone video is a portrait of someone who is using a Mac every day. There will be 12 portraits in total on Apple’s website.

Peter Kariuki is a developer who created an iPhone app to improve road safety in Rwanda. Bruce Hall is a photographer who is legally blind and uses photography to see more details of the outside world. And Grimes is one of the most interesting music artists out there.

There are a few interesting things to note. All three are using laptops. It’s clear that MacBooks have become the most popular computers from Apple. It doesn’t mean that Apple should abandon the iMac, iMac Pro, Mac Mini and Mac Pro. But only a fraction of Apple’s customers will buy them.

It’s also interesting to see that none of the Macs have been updated in the last twelve months. Apple has nothing new to sell on the Mac front. And it’s a bit worrying that the company is starting a new advertising campaign right now. Maybe there won’t be any Mac update for at least a few months.

And if you’re currently using a recent MacBook or MacBook Pro, you might be using stupid dongles right now to plug accessories to USB-C and Thunderbolt 3 ports. The good news is that, yes, even Grimes has to use dongles.

Gadgets – TechCrunch