Apple Reimagines the Blank Page in 'Great Ideas Start on a Mac'

​Apple has unveiled a new global brand platform for Mac that celebrates the power of possibility — and the idea that every great creation begins with a blank page. The campaign is a tribute to inspiration, curiosity, and the Mac as the tool that helps bring ideas to life.

Directed by Academy Award–nominee Mike Mills ('20th Century Women') and narrated by the late Dr. Jane Goodall, the new film, Great Ideas Start on a Mac, captures the moment where creativity begins — when the cursor first blinks on a white screen, and the potential of what could be takes hold.

The film opens with that familiar pulse of the cursor, before unfolding into a sequence of intimate, cinematic vignettes of real people mid-creation: artists sketching, scientists experimenting, filmmakers editing, and designers building. It’s a portrait of the creative process in motion — the spark, the struggle, and the breakthrough — all tied together by the Mac as a companion for making ideas real.

Bruce Stricklrott, ocean engineer

Among those featured are Bruce Stricklrott, an ocean engineer who’s used Mac since 1996 to document deep-sea discoveries; Ruchika Sachdeva, the designer behind Bodice, a modern Indian womenswear brand rooted in craft; Alice Wong, the activist who founded the Disability Visibility Project to amplify underrepresented voices; and the team at 1X Technologies, developing humanoid robots to help people spend more time on what they love. Each story begins the same way: with a blank screen, and the courage to start.

Ruchika Sachdeva, Bodice designer 

Dr. Goodall’s voiceover, recorded specially for the campaign, invites viewers to imagine what’s possible when they open their Mac — her calm narration underscored by an original score from Academy Award–nominated composer Emile Mosseri (“Minari”), giving the film emotional texture and resonance.

Alice Wong, The Disability Visibility Project founder

Launching globally across broadcast, YouTube, out-of-home and social platforms, the campaign is a call to creators everywhere to begin.

Great ideas start here. Great ideas start on Mac.

For more information, visit apple.com/mac​