Lincoln Highway diner location for new Apple ad

A classic diner in California was just used as the setting for a new ad for Apple, maker of computers, iPhones, and iPods. The former Truckee Diner (and before that, the Birmingham Grille when it was in PA), is now Jax at the Tracks, a 1940s diner with a retro redo. It changed owners recently and is now open from 7 am to 10 pm. A good guess might be that the ad is for a notepad computer. Apple has not yet sold one but it seems to be the coming wave in personal computing, sized between a smartphone and laptop.

CA_TruckeeDinerApple

According to Gizmodo, The Gadget Blog,

Amidst extreme security, yesterday Apple filmed a new ad at Jax at the Tracks, a hip 1940’s style diner in Truckee, California. Filming on location is a very interesting departure from the usual Apple TV commercials, which are studio based.

Speaking to the Sierra Sun, the owner Bud Hally said Apple wanted a “cool spot for the 20-something crowd.”

Some people think this means an ad for a new iPod, but the fact is that nobody has a clue about what this new unreleased secret product really is. Certainly, the security won’t be that high for a new variation of an existing model, but you never know with Apple.

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One thought on “Lincoln Highway diner location for new Apple ad

  1. I’ve eaten at this diner many times. There is a large add on room in the back with tables and chairs, but still the same feel as the original part up front. The story is that this diner was destoned for San Francisco but got held up at the California entrance station near Truckee. The California Highway Patrol would not let in be towed on over the Sierra on Highway 40, so they simply parked it in Truckee.

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