The drumbeat is building now for Universal PicturesSteve Jobs, the Apple co-founder biopic directed by Danny Boyle, written by Aaron Sorkin and starring Michael Fassbender. Here’s the latest full trailer to hit as ads are hitting critical mass on TV — as many as iPhones sold in Q4 it seems. But with such a pedigree on the marquee, it looks to be worth the hype: Set backstage in the minutes before three iconic product launches spanning Jobs’ career — beginning with the Macintosh in 1984, and ending with the unveiling of the iMac in 1998 — the pic goes behind the scenes of the digital revolution and the man at its epicenter. Kate Winslet, Seth Rogen, and Jeff Daniels star along with Katherine Waterston and Michael Stuhlbarg.

Universal has planned a staggered release for this one. After its world premiere at Telluride over Labor Day weekend, it is the Centerpiece feature of the New York Film Festival on October 3, then hits theaters in New York and Los Angeles on October 9, expands October 16 and goes wide October 23.

Check out the new trailer above.