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I didn't really like the way the laptop judders slightly (especially in the opening 10 seconds or so) because the images don't quite line up. I'm not sure whether it was a conscious decision to do it that way - obviously taking identical pictures is hard, but not impossible, though doing the whole thing digitally would probably be easier. Odd choice, if you ask me.

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This is a keen observation that make a surprising conclusion. I made the same observation but had a completely different reaction.

The stuttering was actually a motif to show this are pictures of different laptops of real people. It also completely tied into the music which was of a stuttery and impactful tone. It was obviously an intentional technique. You will notice that the laptops were also scuffed and looked used.

The whole ad was about how personal a macbook is to its owner. I think apple have been concerned mac's are now so 'mainstream' they want to encourage the view that you are your macbook.

I take your point. I think I would have preferred it had the jumping around been just a tiny bit more pronounced so it was very obviously intentional.

I'll take it over Apple's increasingly mawkish TV spots any day, though.

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