Branding & Identity
...and the hype campaign officially begins: the Mac Pro on Apple's website still bears the all-too-vague promise of a December delivery date, but the soon-to-be-Spaceship-bound Cupertino All-Stars have not-so-shamelessly seen fit to sent us a custom poster tube (the contents of which are seen above and below), and it's a looker.
Somehow we're not surprised to find that Sir Jony Ive is not content to rest on his laurels: he's gone ahead and designed a "beautifully, unapologetically plastic" cap for the shipping tube, and it's stunning. The photos hardly do justice to the solid plastic puck; apologies for not donning white gloves before handling what would surely fetch a handsome sum on eBay in BNIB condition. In fact, while the rest of us might consider the cylinder itself to be sufficient packaging for large print materials, Apple's poster tube actually came in a box.
The posters themselves are a premium foil-stamped affair, featuring pornographic detail shots of the turbine-like tower printed on mid-gloss/weight stock. At 24”×36”, each poster comes in at roughly just over 13 times the size of the product depicted in what is surely the print equivalent of retina-display resolution; we're going to assume that the handsome sheen is also a close approximation of its anodized finish.
That's all good and well, but we're hoping the next tube that arrives from Cupertino comes with a little more processing power... preferably the rumored top-of-the-line $14K MSRP version.