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New Apple Store window display "floats" MacBook Air

updated 07:50 pm EST, Mon January 31, 2011

Inspired by Pixar's "Up," MBA tied to balloon

A clever new window display at one of the New York City Apple stores (and elsewhere) appears to show a MacBook Air hanging from a helium balloon with the tagline "so light, it floats." While the ballon is of course suspended by thin clear wires, the illusion has been effective at fooling at least some commenters on YouTube, where the standard-definition version of a video of the display (below), shot by makes it difficult to see the suspending wires.

Another video shot at the same store by another person specifically debunks the idea that the balloon is actually holding up the MacBook Air by focusing on the wires, but misses the point of the display -- which is not to fool people (the wires are easily observable in person), but to illustrate the lightness of the product. [via The Next Web]

by MacNN Staff





  1. iphonerulez

    Joined: Dec 1969


    NO WAY!

    I was sure the Mac Book was caught up in Steve Jobs Reality Distortion Field. These people need to get a life. My brother used to do window displays and was always trying for different illusions to attract attention. What is so wrong with Apple trying to create an illusion that the MacBook Air is very light. I hope they're not saying this is some sort of false advertising to mislead consumers about how much the MacBook actually weighs.

    Comment buried. Show
  1. ilovestevejobs

    Joined: Dec 1969


    Man that's stupid

    'nuff said.

  1. reciprocity

    Joined: Dec 1969


    Old News

    These have been in display windows for a few weeks now. The displays are clever, but it might have been a better illusion if one of the floor-level balloons was missing. It's funny to see how many people mess with the balloons -- many more than I've noticed with previous window displays.

  1. DahlBryn

    Joined: Dec 1969


    This is old news

    The Apple / Macbook Air balloon window display has been in
    existence in the Toronto Canada Eaton Centre for weeks now.

    It has three rows deep of 8 balloons attached to metallic discs
    reseting on the floor right in front of the glass. One of the
    spaces is empty and a Macbook Air is floating above.

    There is usually a door greeter standing on the side where the
    balloons are so people don't mess with the display on the floor.

    Interesting or perhaps clever, but certainly not newsworthy.

  1. testudo

    Joined: Dec 1969


    Re: Old news

    Well, I guess it's old news to those people who apparently spend several days a week hanging out at the Apple store.

    However, there are people, believe it or not, who may not have seen these yet.

  1. testudo

    Joined: Dec 1969



    I thought Apple didn't need gimmicks or the like to sell their products. And yet, here they are, needing gee-whiz window displays to try to garner some attention.

    What next, clowns making balloon animals? Bring in the Chick-fil-a cows?

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