Great Ideas Start here

Apple introduces the new MacBook Air with M5 and MacBook Pro with M5 Pro and M5 Max, featuring two new films as part of the “Great Ideas Start here” creative platform.

The first film, "TABS," spotlights MacBook Air, the world’s most popular laptop, which gets even better with the incredible performance of M5. MacBook Air now comes standard with double the starting storage at 512GB and features Apple’s N1 wireless chip, delivering Wi-Fi 7 and Bluetooth 6 for seamless connectivity on the go. The film depicts a user pushing MacBook Air to its limits by multitasking between dozens of uniquely designed tabs, all choreographed to the rhythm of Fela Kuti's "Let's Start." Each tab was intentionally designed, and each minimization, swipe, or click was captured on MacBook Air to give a real demonstration of what’s possible with the power of M5.

The second film, "Best Performance Yet," celebrates finding your flow with the powerful MacBook Pro featuring the all-new M5 Pro and M5 Max, bringing game-changing performance and AI capabilities to the world’s best pro laptop. Directed by François Rousselet, and with an original jazz score by Grammy-winning composer Antonio Sánchez, the film uses music to explore the rhythms of work and the joys of finding your flow. In the film, the familiar clicks and taps of work are replaced with musical notes. As each professional jams on their new MacBook Pro, available in 14- and 16-inch models, their ‘instrument’ is added to the orchestra. M5 Pro and M5 Max deliver up to 4x AI performance compared to the previous generation, and up to 8x AI performance compared to M1 models. The film culminates with a powerful musical crescendo — commending its best performance yet.

Launching across digital and social platforms globally, the two films offer a portrait of the new Mac lineup from two angles: the breadth of everything running at once, and the depth of doing your best work.