As expected for weeks, Apple has made the Mac mini M4 official, presenting several significant developments. To support its point, the American firm has published two promotional videos: an in-depth “keynote” type presentation that we saw earlier and a shorter and much more offbeat marketing clip. The opportunity to discover this little 12 square centimeter bomb in another way.

An ad that stands out

For its first advertisement, Mac mini M4 offers itself a personification, highlighting its versatility and innovative capabilities. In fact, Apple is repeating what it put in place for its Beats Pill speaker with the “dudes”.

The Mac mini M4 ad personifies the small computer

Building on the precept of Steve Jobs, himself borrowed from Nike, the spot focuses on use cases rather than the computer itself. Thus, the two-minute video highlights the many capabilities of the Mac mini 2024, which make it a device of choice for many tasks:

  • Compact, Sleek Design: The Mac mini M4 is significantly smaller than previous models, measuring just 5 x 5 inches (12.7 cm), making it ideal for a bedroom or other small space.
  • Improved Connectivity: With ports on the front and back, including the addition of Thunderbolt 5 for faster data transfer (on the M4 Pro), the new design allows easy connections for peripherals and accessories.
  • Increased performance for creative workflows: Thanks to the M4 chip, the new Mac mini offers a 1.6x faster CPU and 1.5x faster GPU than the previous generation, allowing it to easily handle gaming, photography, video development and editing.
  • Apple Intelligence Integration: Equipped with in-house AI, Mac mini now lets you work and interact smarter, from advanced writing tools to personalized assistance with Siri. Note also that Final Cut Pro will soon integrate AI to generate subtitles for videos without having to use additional software.

As you can see, the Mac mini has been given a kind of soul, allowing it to explain itself what it can do, while moving around on a desk. Apple goes from plan to plan, showing us for example the difference in size with the old model, the complete connectivity for all types of users (with a bunch of accessories) and some software currently running.

A new original marketing approach, but a priori without controversy, unlike that of the iPad Pro M4 which had offended certain souls. In 2024, humor sometimes has difficulty getting through.

Available now for pre-order from €699, the Mac mini M4 will be officially launched on Friday November 8, alongside the iMac M4 and MacBook Pro M4, expected tomorrow.

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