California, United States – Apple has unveiled ‘Great Ideas Start on Mac’, a new global campaign celebrating creativity, imagination, and the spark of inspiration.
The short film opens with a stirring narration, “Every story you love, every invention that moves you, every idea you wished was yours, all began as nothing. Just a flicker on a screen, asking a simple question: What do you see?”
Voiced by the late Dr. Jane Goodall, DBE, the film invites viewers to reimagine the blank screen not as emptiness, but as infinite potential—a space where ideas, inventions, and art take shape.
Accompanied by Goodall’s narration is the blinking cursor as the central visual input of the film.
It then featured a montage of scientists and filmmakers to musicians and designers—all united by the same glowing canvas of the Mac.
As Apple described, “From groundbreaking discoveries to award-winning films—all of it starts from nothing. Endless possibility is waiting, what will you make with it? Great ideas start on Mac.”
Set to an original score by Emile Mosseri, the campaign intertwines scenes of discovery and creation.
