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.
“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: