Apple drops two new iPad adverts, reminds us why it sells millions of them

If there is one thing that Apple is able to do consistently and effectively, it's marketing. The advertisements put out by the company are always among the best in the industry as they find ways of drawing in an audience and make you forget that you are actually watching a commercial. 

With two new advertisements hitting the airwaves this holiday weekend in the US and abroad, the company is once again pushing its iPad which has sold in huge volumes, but which actually saw a dip in sales last quarter

This time around Apple is using two scenarios - a composer and a writer - to show how the iPad is more than just a consumption device. When the iPad was first launched, it was, at the time, primarily for consuming content but as the hardware has improved, so have the applications and now the iPad is a linear platform for creating music, for writing, and for many other pieces of content. 

You can watch both of the videos that are posted here to see what Apple has been working on, and even if you are not a fan of Apple products, it's hard to argue that these advertisements are not effective. 

Source: YouTube 1 2

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OMG they made commercials. Where people use the product. I'm still shaking in excitement. Now THAT is innovation worthy of global media coverage! App-le, App-le, App-le!

First one is OK, sort of but second one SUCKS. What the #### were they thinking ? Can't they realise they've become boring now ?

The second video is BS!. Roaming is quite expensive, limited and slow, i won't even consider it as an alternative.

And the first video, while possible, it is pure snob.

Yeah OK...like Mozart needed an ipad to compose his music.
When was the last time you saw travelers taking pictures with their ipad? Me neither. All you do is look like the biggest dork with an ipad while everyone else uses either actual cameras or their cell phones.

Gergel7077 said,

When was the last time you saw travelers taking pictures with their ipad? Me neither.

I saw some tourist use one yesterday.

All you do is look like the biggest dork with an ipad while everyone else uses either actual cameras or their cell phones.

Oh man, we should give those dorks wedgies!

Honestly, who cares what you use to take a photo as long as it takes good photos. I have a DSLR that I've been using less and less as camera sensors in phones/tablets have been getting better and better. They take a lot less time than trying to dial in a DSLR.

Oh, and welcome to Neowin.

I am sure you can take decent pictures with an ipad if that was the device of last resort. But I bet that tourist you saw stuck out like a sore thumb. After all, you did notice it from a sea of other people. I hope you gave that person an Atomic wedgie and make them think twice about ever doing it again..LOL. ;)
Thanks for the welcome. :)

0nyX said,
Still a content consumption device

Apple disagrees... just look at that second video... Tweeting your followers is SO content creation ;)

I find that it isn't good for content creation personally but a lot of people have different experiences.

I prefer using a laptop - indeed for me the MacBook is the best portable content creation (and often consumption) device I've ever owned. I really only use my iPad as a secondary screen.

rfirth said,

Apple disagrees... just look at that second video... Tweeting your followers is SO content creation ;)

Most of the time is a no.

This seems like a good place to ask this question...

What exactly is the matter with iTunes? I've been using it for several years now and as a user with more than 20,000 songs in his library, there is no simpler way to organize my music. Transferring songs and files from my PC (Windows 8), to my iPad is as simple as a drag-and-drop. So, someone please.....explain.

Derek Teng said,
This seems like a good place to ask this question...
What exactly is the matter with iTunes?

Hating on iTunes is a thing. I agree, no problems here either. It does what I want and it does it well.

Have you ever used iTunes on Windows? Even on macs, people complain about matching problems. It works fine as long as you buy music from Apple. Anything else is a mess. Nothing beats old drag and drop.

Derek Teng said,
This seems like a good place to ask this question...

What exactly is the matter with iTunes? I've been using it for several years now and as a user with more than 20,000 songs in his library, there is no simpler way to organize my music. Transferring songs and files from my PC (Windows 8), to my iPad is as simple as a drag-and-drop. So, someone please.....explain.


Nothing makes a good Windows PC run like crap faster than loading Apple's bloatware on it.

Derek Teng said,
This seems like a good place to ask this question...

What exactly is the matter with iTunes?


The fact that you NEED iTunes to organize your music is a fail for me. It's a convoluted mess.

That's just it, in Windows, you don't need any software. Just drag and drop what you need and just play baby play. You are stuck using iTunes for Apple products. But , you can try MediaMonkey. That is easier to use.

Derek Teng said,
This seems like a good place to ask this question...

What exactly is the matter with iTunes? I've been using it for several years now and as a user with more than 20,000 songs in his library, there is no simpler way to organize my music. Transferring songs and files from my PC (Windows 8), to my iPad is as simple as a drag-and-drop. So, someone please.....explain.

Use the Zune software for a while and you'll see why we hate on iTunes!!!!!

Where did they drop the ads, on the way to the network that was showing them?

I despise people that use "drops" instead of "produces."

boo_star said,
Where did they drop the ads, on the way to the network that was showing them?

I despise people that use "drops" instead of "produces."

+1
Using "drop "as a synonym of "release" sounds a bit odd.

If that were true, then Microsoft, Google, and various other companies must be collaborating with Apple together in this secret method of ad distribution!!!

BRB, forwarding this to Julian Assange! :woot:

dead.cell said,
If that were true, then Microsoft, Google, and various other companies must be collaborating with Apple together in this secret method of ad distribution!!!

BRB, forwarding this to Julian Assange! :woot:


I never said other companies don't do the same. But we are talking about Apple's ads here.

iPad sells millions because it's Apple's. Apple people are known to buy anything and everything Apple compulsively.

But the thing is, and this might blow a hole in your logical fallacy, is that there are a lot of people who aren't, "Apple people," who buy Apple stuff. Many for the reason dead.cell gave.

I just freaking hate people that travel so far (or go to important events), and take pictures with a tablet. Get a real camera, for God's sake!

I know I should take it easy, but it just gets on my nerves. I always want to slap them in the face.

Gergel7077 said,
Ever heard of Anger Management? And noooo, I am not referring to the movie.

The tv show.

And i agree with the first comment, taking photo with a tablet is aesthetically incorrect.

People love the iPad because it's one of the few 4:3 devices. I wonder if the iPad would sell better or worse if it was 16:9

If you are in Ho Chi Minh city the absolute last thing you want to do is pull out an ipad to write about how good the food is because someone will swipe that thing out of your hands faster than you can say ipad.

Not to be crass or pile on Apple for being Apple... but basically, the writer commercial effectively showed using Google Maps, Google Translate, and Twitter. I know it isn't actually Google Maps etc, but the difference is rather pointless. It may as well be a ChromeBook.

badb0y said,
Why would anyone want an iPad? anyways... some people have very bad taste!!!
Same question I ask about people buying the $799 Surface Pro with no keyboard included.

JHBrown said,
Same question I ask about people buying the $799 Surface Pro with no keyboard included.

Um, because the keyboard isn't a required piece of hardware. You can use the virtual keyboard just like on an ipad. Funny how someone's perspective changes when you put things in proper context.

JHBrown said,
Same question I ask about people buying the $799 Surface Pro with no keyboard included.

Then someone is getting ripped off.
I've seen them go for easy <$500, and then there's the RT versions...

No doubt about it. Apple makes a fine product in the iPad. However, until they offer a simple way to pass files like PDFs and MP3s between the device and my PC, without having to have iTunes installed, I'll continue to use an Android device. It's simple. Plug in a USB drive and then just copy and paste from one to another. I hate iTunes for all the processes that need to run in the background. One "Apple Genius" actually suggested I email a 35MB PDF to myself, in order to get it on the iPad without using iTunes.

darkrats said,
No doubt about it. Apple makes a fine product in the iPad. However, until they offer a simple way to pass files like PDFs and MP3s between the device and my PC, without having to have iTunes installed, I'll continue to use an Android device. It's simple. Plug in a USB drive and then just copy and paste from one to another. I hate iTunes for all the processes that need to run in the background. One "Apple Genius" actually suggested I email a 35MB PDF to myself, in order to get it on the iPad without using iTunes.

that is why Windows 8 tablet is the best, secure like the iPad , and more flexibility than android tablets.

Mr.XXIV said,
less security ^

Only if it's a full Windows 8 tablet, Windows RT tablets are as secure if not more so than the iPad.

darkrats said,
No doubt about it. Apple makes a fine product in the iPad. However, until they offer a simple way to pass files like PDFs and MP3s between the device and my PC, without having to have iTunes installed, I'll continue to use an Android device. It's simple. Plug in a USB drive and then just copy and paste from one to another. I hate iTunes for all the processes that need to run in the background. One "Apple Genius" actually suggested I email a 35MB PDF to myself, in order to get it on the iPad without using iTunes.

have you heard of apps? theres plenty of file manager apps that wifi connect or bluetooth transfer files without itunes. way to miss the biggest app store out there. people need to stop pretending the stock ipad is all the functionality offered.

whats the big deal with sideloading docs or media through itunes?? is your computer a pentium4? itunes works fine

Edited by Co_Co, May 26 2014, 2:43am :

I'd be interested in some examples of such Apps. I've come across quite a few that say they don't use iTunes, but they always seem to need iTunes installed on the PC, even if technically they don't use it during the file transfers.

darkrats said,
I'd be interested in some examples of such Apps. I've come across quite a few that say they don't use iTunes, but they always seem to need iTunes installed on the PC, even if technically they don't use it during the file transfers.

ifiles works great and i have it, you just open your web browser and transfer files via local network wifi, goodreader is also very popular, file manager free i think i used to use back in the ios4 days

my previous comment came of a bit dickish on a second read. defensive much LOL

neo158 said,

Only if it's a full Windows 8 tablet, Windows RT tablets are as secure if not more so than the iPad.

Windows 8 tablet are way more secured then anything available.

You can use iCloud but that's only really a good solution if you are using a Mac.

I store almost everything in my OneDrive folder which syncs between my PC and MacBook, whilst enabling me to look up and download my files on demand to my iPad.

Co_Co said,

have you heard of apps? theres plenty of file manager apps that wifi connect or bluetooth transfer files without itunes. way to miss the biggest app store out there. people need to stop pretending the stock ipad is all the functionality offered.

whats the big deal with sideloading docs or media through itunes?? is your computer a pentium4? itunes works fine


Just the mere fact that you have to use iTunes or apps to do simple tasks that in Windows "don't require" apps is a huge FAIL.

nickcruz said,
Windows 8 tablet are way more secured then anything available.

Based on what measurement exactly? Windows 8 and iOS are on totally different levels, it's not even a fair comparison given their differences. But if you want to compare the two, even as a Windows advocate, I've gotta say that with the amount of rampant malware, there's no way Windows could be more secure unless you put in extra steps and measures to make it that way.

I don't have people bringing their iPads in for clean up by example.

Windows RT, as already mentioned, is the exception that I can agree with, given the way it handles applications. Having Windows without the problems of malware is a godsend for the many who are simply looking to browse the web, use office, and flash.

sinis said,

that is why Windows 8 tablet is the best, secure like the iPad , and more flexibility than android tablets.

Except its windows and worse still the hardware is typically as much of an eyesore as the UI is

nickcruz said,
Windows 8 tablet are way more secured then anything available.

They are more susceptible to Malware and Viruses than Windows RT tablets ever are. Malware and Viruses just don't run on ARM based Windows Tablets.

elenarie said,
This is a reminder why they sell millions? These two ads? Sigh.

Everyone still needs postit notes. They sell millions even in the face of an ipad. Not sure what the 2nd video was trying to say. :)

sagum said,

Not sure what the 2nd video was trying to say. :)

Yep, second video was kind of lame. It looked more like an iMaps promotion video than iPad, and we all know how classic that is. All through the ad, I got the impression that the iPad was really slow and too bulky to be a travel companion. She's a travel writer, yet she took ages just to type in "I love your shop" while the shop owner kept standing there waiting. Is there no speech to text option on the iPad? That's a must for writers. Or at least swipe typing? And what idiot lugs around a huge ass tablet while traveling, standing in the middle of the road looking up directions and using it as a camera, very impractical if you're a travel writer and documenting your journey. There's a reason DSLRs exist. All in all, it looked like a forced attempt to show usage of an iPad in a situation where it's not practical at all and would be more unproductive than productive. A phablet would be much better.

I really like how the iPad commercials have evolved. They are actually showing the device being used in production environments and that it's more than just a toy.

I think they show how unproductive iPads can be if they need a sugar bowl to hold it upright at a coffee table. This proves Surface's stand is a well thought solution. I know you could say to buy a cover that makes it stand, and then you need to buy all this extras to cover the lack of necessities. That is what makes iPads unproductive.

https://onedrive.live.com/redi...v=3&ithint=photo%2c.jpg

Edited by VHMP01, May 26 2014, 1:13am :

Cute James said,

Really? Cause its a fair point. If you need two hands for something else you have to lay the iPad, or any tablet really, down. Except the surface has a solution for that. Its not perfect but at least it isn't a sugar bowl

Prosidius said,
I really like how the iPad commercials have evolved. They are actually showing the device being used in production environments and that it's more than just a toy.
Not sure what the productive part here is. I see only stuff my 1020 can do in the second clip. The music bit in the first is cute and all but is completely fabricated and not a real life example except for the last bit which is all about consuming content and not creating it.

Exactly. I bet most composers wouldn't be caught dead using an ipad. As I stated in an earlier post, Mozart did pretty well for himself without an ipad.

A Zagg backlit keyboard case is only $99 and makes my iPad Air quite productive. MS charges $130 for their keyboard. The Zagg has a pretty good friction hinge that makes it very lappable as well.

Even before the release of Office for iPad, I found mine to be quite productive. I mainly use it when traveling to my consulting gigs (which I do a lot).

That said, I would get a Surface 3 in a heartbeat if MS would only offer mobile connectivity.

Gergel7077 said,
Exactly. I bet most composers wouldn't be caught dead using an ipad. As I stated in an earlier post, Mozart did pretty well for himself without an ipad.

That's not true; regular people out here in the real world aren't the same arrogant folk that you see on the internet trying to scoff at someone for the tool they use in order to get the job done, just because they have favoritism towards certain brands.

Gergel7077 said,
Exactly. I bet most composers wouldn't be caught dead using an ipad. As I stated in an earlier post, Mozart did pretty well for himself without an ipad.

Well you can use iPad in a way that is displayed in first ad, but personally I think it's quite a pain. Surface Pro 3 would much better suit such needs with full-blown DAW's and other tools (and there are ones that support touch, like Cakewalk Sonar X2)

dead.cell said,

That's not true; regular people out here in the real world aren't the same arrogant folk that you see on the internet trying to scoff at someone for the tool they use in order to get the job done, just because they have favoritism towards certain brands.

If it's not true, then you must know people that use it in order to make that claim. Please name names to prove that point.

Gergel7077 said,

If it's not true, then you must know people that use it in order to make that claim. Please name names to prove that point.

Mass Effect composer Sascha Dikiciyan.

Gergel7077 said,

If it's not true, then you must know people that use it in order to make that claim. Please name names to prove that point.

Off the top of my head, I know the Gorillaz produced the bulk of the album The Fall on the iPad. Considering I liked that album much better than Plastic Beach, I'm more inclined to believe that it really doesn't matter what they use.

Music is made everywhere. By instrument, computer, tablet, phone, bucket, mouth, hands... you name it. The medium does not matter if the sound that comes out is enjoyable.

dead.cell said,

Off the top of my head, I know the Gorillaz produced the bulk of the album The Fall on the iPad. Considering I liked that album much better than Plastic Beach, I'm more inclined to believe that it really doesn't matter what they use.

Music is made everywhere. By instrument, computer, tablet, phone, bucket, mouth, hands... you name it. The medium does not matter if the sound that comes out is enjoyable.


Music made with iPad (or any ARM device beside Windows RT ones for that matter) just sounds bad and you can't do anything about it. It is also limiting on amount of digital sound processing you can use at once. And the reason is that iOS and Android don't have proper drivers designed for this purpose and also devices on ARM don't have proper sound cards built in or a way to use external professional one (unless you're using WinRT, but even then it is only in theory, no software was actually made for that yet).

Even if you don't notice the difference in sound or complexity of composition, it's still a huge downgrade from traditional electronic music, unless we're talking about chiptune.

But as a controller (or one of the instruments) iPad does have some uses, but it's lack of USB port makes it a hassle to set up and potentially you'll need to buy specific 3rd party accessories for that.

Edited by x.iso, May 28 2014, 2:12pm :