Apple's crazy attention to detail reflected in brilliant Magic Keyboard ad

Brilliant Magic Keyboard ad reflects Apple’s crazy attention to detail


Did you catch it?
Photo: Apple

Apple famously boasts the greatest attention to detail in consumer technology. Some say it’s been disappearing over the years, but if you look for it, you’ll find plenty of examples today.

Take the new ad for iPad Pro’s Magic Keyboard, for instance. Pause it at just the right moment and you’ll see the time Steve Jobs announced the very first iPhone beautifully reflected in the eye of a hummingbird.

Apple: A history of sweating the details

You can find great examples of Apple’s unparalleled attention to detail everywhere. The focus shows up in Apple’s apps, in its hardware, in its stores, and even in places where you wouldn’t expect anyone to care.

Apple once hand-painted the corners of every iPhone box to ensure they looked completely black. It ensured the cracks in the sidewalk outside its flagship store in San Francisco line up with the architectural elements of the store. It even took the time to hide the screws in some temporary Apple Store barricades!

Very few companies would ever do these things. They’re time-consuming, often expensive — and usually never even considered. Apple is perhaps the only company in the technology industry that goes that extra step, and it’s still happening today.

Eye spy an iPad Pro

Check out “Float,” Apple’s beautiful new ad for the iPad Pro’s Magic Keyboard. It’s just over one minute long, and it showcases the keyboard’s innovative new hinge, which allows the iPad Pro to float — as if it’s in thin air — above the Magic Keyboard’s keys.

Pause the video at the six-second mark and you’ll see iPad Pro reflected in the eye of what must now be the world’s most famous hummingbird. You will even see the time — 9:41 — which Apple uses in all of its marketing materials for iPhone and iPad.

Blink and you'll miss it. An iPad reflected in hummingbird eye is an unmistakeable example of Apple attention to detail.
Blink and you’ll miss it.
Photo: Apple

Why 9:41? That’s the time Steve Jobs revealed the very first iPhone during a Macworld keynote in San Francisco on January 9, 2007.

Later in the same ad, you’ll see the hummingbird reflected perfectly in the glass that surrounds iPad Pro’s camera lenses.

In Apple's "Float" ad for iPad Pro Magic Keyboard, a hummingbird is reflected in the camera.
What a beauty.
Photo: Apple

It’s the little things that matter.


Daily round-ups or a weekly refresher, straight from Cult of Mac to your inbox.

  • The Weekender

    The week's best Apple news, reviews and how-tos from Cult of Mac, every Saturday morning. Our readers say: "Thank you guys for always posting cool stuff" -- Vaughn Nevins. "Very informative" -- Kenly Xavier.