Titled "Colors," Apple's new TV spot is visually similar to the commercial for the 15-inch Retina MacBook Pro, which focused on the laptop's high-resolution screen.
Unlike other recent Apple commercials, the new ad uses a black background, starting off with a panning shot that reveals the 13-inch Retina display. The colors on the MacBook's display look more vibrant being starkly contrasted against the surrounding darkness.
Time-lapse videography is used to portray a flurry of activity on-screen, which creates an almost ghostly effect on the hands flying across the keyboard. Professional-level programs are hihglighted, including Aperture, Final Cut Pro and
Narration is typically short, but is delivered with a more reserved tone than Apple's playful new iPhone 5 commercials.
"Introducing the new 13-inch MacBook Pro. With the stunning Retina display. For the pro in all of us."
Apple is trying hard to differentiate its growing product lines, a task becoming increasingly difficult after releasing a bevy of new models on Tuesday. With the addition of the 13-inch MacBook Pro with Retina display, there are now eight different MacBook Pro configurations to choose from on the Apple Online Store.
The new 13-inch Retina MacBook Pro went on sale after it debuted on Tuesday, and carries a starting price of $1699 for the base 2.5GHz dual-core Intel Core i5 version, making it Apple's most affordable laptop to boast a high-resoultion display.