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Apple Spotlights the Use of Its Products at Work in ‘The Underdog’

The Caffè Macs pizza box was already something of a legend, but now it has its own Apple video too.

Earlier today, Apple posted a three-minute video title ‘The Underdogs’ which tells the story of a group of co-workers who stumble into the opportunity to pitch their idea for a round pizza box to their bosses. One of the group is rear-ended in a company parking lot at the start of the day. To make amends, a meeting to pitch the box is arranged.

The quartet of co-workers gets to work turning a simple sketch of a round pizza box into a finished product in a few days’ time. They use a combination of Macs, iPhones, iPad Pros, and the Apple Watch running a variety of apps including Microsoft Office apps like Excel, a 3D-design tool, and an AR app to get the job done. The video closes with the tag line ‘This is Apple at Work’ as the group jumps into an elevator on their way to make their presentation.

The video is nicely done capturing the frantic pace of a the group as they try to make the most of the opportunity presented to them. As Cabel Sasser of Panic notes though, what’s even better about the video is that the pizza box they design is the same pizza box that Apple patented and uses at its Caffè Macs cafeteria at One Infinite Loop in Cupertino.

Apple’s patented pizza box has been featured before including in a 2017 feature onThe Outline.

‘This is Apple at Work’ is featured on a special Apple at Work webpage on Apple.com that showcases how its products can be used in a collaborative work environment. The page walks through each stage of the design of the pizza box and the tools the team in the video uses to create it. The six-part feature even includes a downloadable USDZ augmented reality file of the pizza box featured in the video.

I like this video a lot. It does a great job of telling a compelling story in just a few minutes that’s relatable to a wide audience and demonstrates how Apple believes its products can help solve everyday problems faced by people at work. Whether or not the lives of this quartet of co-workers parallels yours, this is a video worth watching for its sheer comedic entertainment value.

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