Apple has launched a new campaign called Apple at Play, highlighting how England Rugby uses iPads and Macs for real-time match analysis during games. The video, released just in time for the Men's Six Nations Championship, shows how Senior Team Analyst Joe Lewis and his team use Apple devices to collect and process live data.

The setup involves two analysts, five coaches, and seven video angles feeding hundreds of thousands of data points into MacBooks. This information gets instantly shared with the bench through iPads, allowing coaches to make informed in-game and halftime adjustments. The system tracks individual player performance metrics including carries, tackle success rates, and meters gained.

Beyond the technical aspects, the video offers a rare behind-the-scenes look at the intense pressure analysts face when briefing players during the short halftime window. While the technology showcase focuses on sports analytics, it demonstrates how Apple's ecosystem enables complex real-time data processing in high-stakes environments. The campaign effectively positions Apple devices as essential tools for professional sports teams requiring instant data analysis and communication.