Apple's recent Behind the Mac series is one of my favorite marketing campaigns of late. I find the visual of people sitting behind their Macs so romantic and nostalgic. It's a sight that's ever-present whenever I spend time in a coffee shop, and the series' tagline, "Make something wonderful behind the Mac," causes me to now wonder in public: what are these people making as they sit behind the iconic Apple logo's glow?
Following WWDC earlier this year, I shared that one of the things I least expected from the conference was that it would get me excited about the Mac. I've been iOS-first for three years now, with no regrets whatsoever. During that time, while the Mac has received incremental improvements, its growth has lagged significantly behind iOS and the iPad. While I never expected the same level of innovation on macOS that iOS received – since the Mac didn't need as much work, frankly – it was frustrating to constantly see iOS score new apps and technologies before the Mac.
It has long seemed to me like the Mac was on its way to an eventual death. But WWDC breathed new life into the platform, with Apple doubling down on the Mac's strengths as a productivity tool, and the prospect of ported iOS apps starting next year. Each of these changes will bring, I believe, genuine excitement back to the platform.