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Prague Appears in Apple's Latest MacBook Pro Commercial
Prague Morning
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Prague has once again provided the backdrop for an Apple advertising campaign.
The American technology company has released a new commercial promoting its latest MacBook Pro, featuring several recognisable locations across the Czech capital.
The two-minute video centres on the Prague Congress Centre, with additional scenes filmed around Vyšehrad and Karlovo náměstí. Although Apple does not identify the locations in the commercial, viewers familiar with Prague will recognise several of the city’s landmarks.
The Congress Centre plays the largest role in the production. Its glass-walled entrance hall, with views of the Nusle Bridge, features in several sequences.
The commercial also shows people working on laptops at long rows of tables on an upper floor, alongside an overhead view of the building’s spiral staircase and its metal sculpture The Sun, created by Czech artist Vladimír Procházka.
The production also moved outdoors, using the historic fortifications of Vyšehrad as a setting. Another location is the park at Karlovo náměstí, where the monument to Czech physician and naturalist Jan Evangelista Purkyně can be seen.
Not all the Prague scenery in the advertisement is entirely authentic. In some sequences, Apple has used computer-generated imagery to modify the views through the Congress Centre’s windows, replacing the familiar city panorama with skyscrapers and mountain landscapes.
The latest production continues Apple’s history of filming advertisements in the Czech Republic.
Two years ago, the company also used Prague locations for an iPhone 16 Pro campaign, which featured the roof of the Prague Congress Centre and the Vyšehrad area, alongside the sandstone formations of the Prachov Rocks in the Bohemian Paradise region.
The new MacBook Pro introduces a touchscreen for the first time in Apple’s laptop range. The device is powered by the company’s M5 Pro and M5 Max processors. In the Czech Republic, prices start at CZK 84,990, with sales scheduled to begin on November 6.
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