Apple Shoots Ad For New Product in California Diner

Leander Kahney ()

Apple reportedly shot a TV ad for an unreleased product at Jax Truckee Diner on Sunday

Apple shot a TV ad for an unreleased product at Jax Truckee Diner on Tuesday. Picture with permission by Alan Moore: http://www.flickr.com/photos/alansf/3777374579/sizes/o/

Amid tight security, Apple shot a TV advert for an unreleased product at Jax Truckee Diner on Tuesday afternoon.

Unfortunately, there are no pictures or even a description of the mystery product. Because of the security, no photographers or reporters were allowed on set. Filming took place on Tuesday afternoon.

“Apple found us, they’re trying to show us as a hip and cool spot for the 20-something crowd,” Jax on the Tracks owner Bud Haley told the Sierra Sun newspaper.

Of course, rumors that Apple is about to release a Web tablet are reaching fever pitch. Many think the tablet will be announced next month in time for the holiday season; but conflicting reports say the tablet will be launched early next year.

But if Apple is already shooting ads for the new product, chances are its release is imminent. After all, the probability of leaks are much greater when products are sent to outside partners like advertising agencies.

Jax Truckee Diner is a classic 1940s-style diner next to the railroad tracks in downtown Truckee, California.

The question is, why would Apple put a Web tablet in a diner? Perhaps to show a crowd of hip 20-somethings sitting around a booth, playing digital 45s before watching a streaming MTV video and then ordering waffles over WiFi?

UPDATE: I called Bud Haley, owner of the diner, who in a roundabout way confirmed the shoot, and said it was “exciting.” Unfortunately, Apple has him tied up in a confidentiality agreement, and he couldn’t/wouldn’t say if the ad was for a new product or an existing one.

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“As you can imagine, I’ve got to be careful and confidential,” he said. “I can’t say anything about it, I’m afraid. I’d love to give you more info, but I can’t. No comment is the best comment.”

Asked if his afternoon yesterday was exciting (I was desperate), Haley said: “Obviously, anything where Apple is involved is exciting. But I still can’t tell you anything. Sorry.” Haley has taken several calls from reporters and was very patient and gracious. He’s a good sport and is handling the nosy questions very well.

Here’s what Jax looks like inside:

jax_interior

Inside Jax Truckee Diner. Photo from Chow: http://www.chow.com/photos/366836

6 comments »

About the author

Leander Kahney

is the editor and publisher of Cult of Mac, and author of three books about technology culture: Inside Steve’s Brain, the New York Times bestseller about Steve Jobs; Cult of Mac; and Cult of iPod. Leander has written for Wired, MacWeek, Scientific American, and The Guardian in London. Follow Leander on Twitter @lkahney and Facebook.

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Posted in Advertising, Apple, News, Rumors |

  • Lucas

    and tomorrow we will get the news that the owner is being sued for breach of contract because he signed to keep his mouth shut about Apple even being there.

  • inate

    it’s the new iHop

  • Roy

    Lot’s of nice rounded corners in that diner, so I predict the new device will have nice rounded corners! More seriously, the commercial probably shows the device being used as a juke box.

  • Alfred

    Is this really exciting? There is really no reason why it could not be an advert for the next iPod Touch or some other iPod.

    This is not evidence of a tablet computer.

  • Tom Quintana

    The shoot being for a upcoming tablet in that type of location doesn’t make sense. It would make more since that it would be for the NEW upcoming(unconfirmed) iPod Touch and/or the iPod Nano that reportedly has built-in cameras. iPod announcements are twice a year. The 2nd one is always around September when its back to school time.

  • goosesensor

    weird. truckee is one hick-ass town.