Copywriting and product-debate aside, that's some pretty impressive frontend presentation. From what I can tell from the minified JS, they're using Require.JS for code organization, their own jQuery-like utility toolkit they call Apple Core, fully pre-rendered text everywhere, and javascript that plays and pauses two copies of the HTML5 video, one backwards and one forwards, shuffling their opacities for seamless transitions.
Interestingly, they don't need separate videos for each transition, because the video is streamed rather than pre-buffered in its entirety. Not that Apple really cares about its bandwidth costs here, but it's an interesting strategy.
Interestingly, they don't need separate videos for each transition, because the video is streamed rather than pre-buffered in its entirety. Not that Apple really cares about its bandwidth costs here, but it's an interesting strategy.
The minified JS: http://images.apple.com/v/mac-pro/home/a/scripts/macpro.rele...
And the raw video (download and play in QuickTime): http://movies.apple.com/media/us/mac-pro/2013/96614028-695e-...