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:
Leander Kahney is the editor and publisher of Cult of Mac.
Leander is a longtime technology reporter and the author of six acclaimed books about Apple, including two New York Times bestsellers: Jony Ive: The Genius Behind Apple’s Greatest Products and Inside Steve’s Brain, a biography of Steve Jobs.
He’s also written a top-selling biography of Apple CEO Tim Cook and authored Cult of Mac and Cult of iPod, which both won prestigious design awards. Most recently, he was co-author of Cult of Mac, 2nd Edition.
Leander has been reporting about Apple and technology for nearly 30 years.
Before founding Cult of Mac as an independent publication, Leander was news editor at Wired.com, where he was responsible for the day-to-day running of the Wired.com website. He headed up a team of six section editors, a dozen reporters and a large pool of freelancers. Together the team produced a daily digest of stories about the impact of science and technology, and won several awards, including several Webby Awards, 2X Knight-Batten Awards for Innovation in Journalism and the 2010 MIN (Magazine Industry Newsletter) award for best blog, among others.
Before being promoted to news editor, Leander was Wired.com’s senior reporter, primarily covering Apple. During that time, Leander published a ton of scoops, including the first in-depth report about the development of the iPod. Leander attended almost every keynote speech and special product launch presented by Steve Jobs, including the historic launches of the iPhone and iPad. He also reported from almost every Macworld Expo in the late ’90s and early ‘2000s, including, sadly, the last shows in Boston, San Francisco and Tokyo. His reporting for Wired.com formed the basis of the first Cult of Mac book, and subsequently this website.
Before joining Wired, Leander was a senior reporter at the legendary MacWeek, the storied and long-running weekly that documented Apple and its community in the 1980s and ’90s.
Leander has written for Wired magazine (including the Issue 16.04 cover story about Steve Jobs’ leadership at Apple, entitled Evil/Genius), Scientific American, The Guardian, The Observer, The San Francisco Chronicle and many other publications.
Leander is an expert on:
Apple and Apple history
Steve Jobs, Jony Ive, Tim Cook and Apple leadership
Apple community
iPhone and iOS
iPad and iPadOS
Mac and macOS
Apple Watch and watchOS
Apple TV and tvOS
AirPods
Leander has a postgrad diploma in artificial intelligence from the University of Aberdeen, and a BSc (Hons) in experimental psychology from the University of Sussex.
He has a diploma in journalism from the UK’s National Council for the Training of Journalists.
Leander lives in San Francisco, California, and is married with four children. He’s an avid biker and has ridden in many long-distance bike events, including California’s legendary Death Ride.
You can find out more about Leander on LinkedIn and Facebook. You can follow him on X at @lkahney or Instagram.
