Roger Fingas
Apple on Friday released four new commercials for the iPad Pro, coming amidst several rumors that the company is planning to update the iPad lineup within a matter of months.
Each of the spots is in response a Twitter post, and make a different claim about the tablet. Three of these compare the Pro with a computer, noting for instance that it can run Microsoft Word, and "doesn't get PC viruses." Apple also suggests that it's "faster than most laptops," "has LTE like your phone," and sports a "touchscreen you can write on."
The fourth ad once again mentions LTE support, saying that you can "get internet pretty much anywhere." Only some iPad Pro models have LTE however, and Apple charges $130 extra for the technology before any monthly carrier fees.
Apple is expected to announce at least two new iPad models this spring, possibly as soon as March. One of these is an updated 12.9-inch model, but the other is rumored to be a 10.5-inch device. A third, sized at 9.7-inches, could serve as a new "budget" model featuring an A9 chip. There's no indication so far that Apple intends to refresh the iPad mini.
Stock of 2014's iPad Air 2 is beginning to run low, perhaps adding to evidence that a refresh is imminent.
Apple typically avoids new ads so close to the end of a product's lifecycle however, which might undermine rumors unless Apple is eager to clear out old units as quickly as possible.
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80 Comments
I get that they're trying to highlight just one standout feature in each ad but to me they're all too quirky, clever, cringey. Also, the twitter nods make no sense and boy, how many times do you need to say "w o r d" at the end in that fourth ad?
I just rewatched and feel that 33% of each ad isn't necessary. If you stop at 10 seconds, the message is still clear. The 5 additional seconds is just unneeded flourish. And it all feels a little defensive, like they're trying to correct incorrect impressions about lack of capabilities or, in the case of "it doesn't get PC viruses", point out something that is obvious to some and probably not the biggest selling point to the others.
One part of this article made me excited: "as anticipated hardware refresh looms". Can't wait!
This has to be a response to the Microsoft ads they're running against Apple (The "I can't do this on my Mac" ads). These sorta remind me of the "Hello I'm a Mac" ads. Apple is pushing iPad Pro here...interesting!
I still want to see the iPad Air 3 get updated soon with the smart connector and a smart keyboard offered like on the iPad Pro models. This will make it really compelling for many, especially schools.
Why wouldn't they hold off until after new models are announced?
For some reason I find the little cards they hold up against their heads rather, can't really find the right word, icky, maybe. Cringeworthy even. I guess people will remember the message.
Anyway, I am waiting with loaded credit card for the update. Ditto iMac as long as it is decent and not Ived in some use limiting way.
iPad is my car, iMac is my truck. Please make it stay that way Apple!
"... and not Ived in some use limiting way." "We made iMac incredibly thin and light by crafting it from a solid block of aloomim-um, including the gorgeous display, removing the inherent visual distractions of an old-time computer interface." - Jony Ive, spring 2017