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Your sweat-inducing, heart-affecting (Apple hopes) Mac Pro ad

Now being shown in movie theaters, the ad reveals how Apple wants you to feel excitement about its latest (and perhaps only) sexy new thing.

Are you moved? Apple/YouTube Screenshot by Chris Matyszczyk/CNET

You've been feeling a little neglected lately, haven't you?

You've been thinking your lover doesn't care. It's been too much of the same old-same old. And it's made you look around.

You admit to having dark thoughts. Like, you know, having an affair or even leaving.

This thing has been going on for some time and now people are beginning to look at you with pinched faces and pitying eyes.

So think of this as your lover saying: "I'm sexy. Really. Yes, this is me."

Of course I'm talking about the new Mac Pro ad that has been slipped by Apple into movie reels over the last week. What did you think I was talking about? The parlous state of your marriage?


As if to show that nothing has changed, Apple hasn't released the stocking-clad trumpeters to herald the entrance of this new ad.

It slipped it onto YouTube on Friday. And some movie goers say they've seen it before screenings of "Jobs."

That's the way Apple always likes it. Let others spread the word. Let the mouths of the mortals pass on the excitement.

Apple wants you to feel that this new Mac Pro is dark and alluring. It's rakishly wicked.

It's cylindrical, beautiful and mysterious. And it's coming, so the legend says, this Fall.

Do you feel something?

A little twitch here? A frisson there? What about over here?

Oh, goodness, creating excitement isn't as easy as it used to be, is it?