





Apple's marketing prowess apparently extends beyond its TV spots and much-hyped press conferences — it goes into in-store displays as well.

The above video, captured in an unidentified Apple Store, seems to have taken inspiration from Pixar's Up. A MacBook Air, which is touted for its light form factor (it weighs roughly three-quarters of a pound), is shown suspended from a balloon. (Admittedly, it could be a cardboard replica, although it effectively conveys the message either way.)

Interestingly, Apple's ads for Air seem to have mostly played up its thinness rather than its weight. Perhaps the company should tap its store personnel for more marketing suggestions.

[Via TNW]