[{"data":1,"prerenderedAt":88},["ShallowReactive",2],{"blog-whole-story-commercial":3},{"id":4,"title":5,"body":6,"date":7,"description":8,"extension":62,"image":63,"meta":64,"navigation":65,"path":66,"sections":67,"seo":83,"sitemap":84,"stem":85,"teaser":12,"vimeo":86,"__hash__":87},"blog/blog/whole-story-commercial.yml","The Whole Story: A Speculative Apple Commercial",{"title":5,"date":7,"description":8,"vimeo":9,"teaser":12,"sections":13},"2026-11-04","A speculative commercial for an M6 MacBook that shows the whole life of a device: from the mine, through the factory, to the dump.",{"videoId":10,"caption":11},"1243176556","A speculative commercial for the M6 MacBook, telling the whole story","Ads for laptops and phones only show the finished product. This speculative commercial for an M6 MacBook shows the whole story: where the metals come from, who puts the device together and where it ends up.",[14,18,23,27,30,34,37,41,44],{"type":15,"title":16,"content":17},"text","What ads leave out","Tech ads show a shiny product in perfect light. They don’t show the mines where the metals are dug up, the factories where the device is put together or the dumps where it ends up. This video keeps the look of an Apple ad but shows all of it. It is about an M6 MacBook, but the story is the same for almost every device we buy.",{"type":19,"alt":20,"src":21,"caption":22},"image","Still from the commercial showing a mine","/images/apple-commercial/still-mine.avif","Where it starts: the mine. [Footage from: \u003Ca href=\"https://www.youtube.com/watch?v=JcJ8me22NVs\" target=\"_blank\">«Special report : Inside the Congo cobalt mines that exploit children» by Sky News\u003C/a>]",{"type":19,"alt":24,"src":25,"caption":26},"Still from the commercial showing the MacBook in classic product-ad style","/images/apple-commercial/still-product.avif","The part we usually see: \u003Ca href=\"https://www.youtube.com/watch?v=vT-o5hh1cVc\" target=\"_blank\">Original ad by Apple.\u003C/a>",{"type":15,"title":28,"content":29},"Inspired by The Story of Stuff","The idea comes from \u003Ca href=\"https://www.youtube.com/watch?v=9GorqroigqM\" target=\"_blank\">The Story of Stuff\u003C/a>, a short film by Annie Leonard. It follows our things from the moment their materials are taken from the earth to the moment they are thrown away, and asks who pays the cost along the way. The video tells that story for one laptop. The people and places that carry most of the cost are the ones that never appear in an ad.",{"type":19,"alt":31,"src":32,"caption":33},"Still from the commercial showing an e-waste dump","/images/apple-commercial/still-ewaste.avif","Where it ends: the dump. [Footage from: \u003Ca href=\"https://www.youtube.com/watch?v=aDjDGrrDD7o\" target=\"_blank\">«The Worlds Biggest E-Waste Site - Agbogbloshie, Ghana»\u003C/a>]",{"type":15,"title":35,"content":36},"Paying the true price","Much of the dirty work is done by suppliers and subcontractors, so the companies that profit can point somewhere else when something goes wrong. The video ends by asking for more: a supply chain that is open and regulated from the mine to the landfill, companies that are legally responsible for every step, including the work of their subcontractors, and prices that include what it really costs to make a device and to get rid of it.",{"type":19,"alt":38,"src":39,"caption":40},"Closing text of the commercial","/images/apple-commercial/end-card.avif","Protect people and nature by paying the true price.",{"type":15,"title":42,"content":43},"A speculative project","This is a speculative project and has nothing to do with Apple. Like the \u003Ca href=\"/blog/co2-usage-ios\">speculative iOS CO₂e dashboard\u003C/a>, it does not try to sell anything. It asks what we would see if companies had to tell the whole story. Sources and footage credits are in the \u003Ca href=\"https://vimeo.com/1243176556\" target=\"_blank\">video description on Vimeo\u003C/a>.",{"type":45,"links":46},"links",[47,50,53,56,59],{"label":48,"url":49},"The Story of Stuff — Annie Leonard (YouTube)","https://www.youtube.com/watch?v=9GorqroigqM",{"label":51,"url":52},"Special report: Inside the Congo cobalt mines that exploit children — Sky News (YouTube)","https://www.youtube.com/watch?v=JcJ8me22NVs",{"label":54,"url":55},"Original MacBook ad — Apple (YouTube)","https://www.youtube.com/watch?v=vT-o5hh1cVc",{"label":57,"url":58},"The World’s Biggest E-Waste Site: Agbogbloshie, Ghana (YouTube)","https://www.youtube.com/watch?v=aDjDGrrDD7o",{"label":60,"url":61},"The Whole Story — the video on Vimeo","https://vimeo.com/1243176556","yml",null,{},true,"/blog/whole-story-commercial",[68,69,70,71,72,73,74,75,76],{"type":15,"title":16,"content":17},{"type":19,"alt":20,"src":21,"caption":22},{"type":19,"alt":24,"src":25,"caption":26},{"type":15,"title":28,"content":29},{"type":19,"alt":31,"src":32,"caption":33},{"type":15,"title":35,"content":36},{"type":19,"alt":38,"src":39,"caption":40},{"type":15,"title":42,"content":43},{"type":45,"links":77},[78,79,80,81,82],{"label":48,"url":49},{"label":51,"url":52},{"label":54,"url":55},{"label":57,"url":58},{"label":60,"url":61},{"title":5,"description":8},{"loc":66},"blog/whole-story-commercial",{"videoId":10,"caption":11},"pjtyl-z1fyAgX0r-sk4URYiqeQlCwndsNnGKIvfbemA",1793884664658]