Fun new iPad Pro commercial by Apple. The ad follows the company’s recent marketing strategy to establish the iPad Pro as “a computer unlike any computer”. That may be a difficult message to get across, but Apple used a mix of features that highlight the unique nature of the iPad well: power, apps, portability, multitouch, and Apple Pencil.
Of these five categories, it is pretty obvious which is the one that Apple should focus on more going forward.
Just ahead of Thanksgiving in the United States, Apple posted their annual holiday ad on YouTube earlier today. The company’s holiday commercials have become a tradition in recent years, and they tend to carry a message that goes beyond advertising the specific features of Apple products.
This year’s ad, titled Sway, is all about AirPods and Apple Music. The video is set on Tuesday, December 19, and follows a woman who starts dancing and walking down a street as she listen to Sam Smith’s Palace on her AirPods. The performance continues after she bumps into a man walking by and the two start dancing together in the snow while sharing AirPods. The ad cuts back to reality and the tagline “move someone this holiday” appears. As with holiday ads in previous years, Apple picked a beautiful song to accompany the video; the incredible choreography nicely complements the idea of sharing a moment with someone through music.
Apple yesterday debuted a new advert on its YouTube channel which showcases the redesigned Apple Music that comes with iOS 10. The extended, 80 second, advert explores the key features of Apple Music and actually shows, step-by-step, how you can use the app.
The walk-through begins by showing how you can access your own music library, and then moves on to demonstrate the For You feature of Apple Music which, based on your tastes and listening history, will recommend “music you’ll love next”. The advert then pivots to demonstrating how you can share music and your playlists, before showing you how to download music to your device and explore new music in the Browse tab of Apple Music. Finally, the advert highlights the live and on demand radio stations that Apple Music offers, with a particular focus on Beats 1, which also offers interviews with musicians.
The ad follows a simple model: it showcases common usage of an iPad Pro with accessories, apps, and system features that aren’t available on traditional computers. The video jumps from showing the Apple Pencil to mentioning the iPad’s touch screen, the detachable Smart Keyboard, and apps like Office and Procreate that offer unique functionality on iOS 9. At the end, iMessage in Split View and Picture in Picture (also two features of last year’s iPad-focused iOS 9 update) make an appearance.
In the narration of the ad, Apple explains:
Just when you think you know what a computer is, you see a keyboard that can just get out of the way. And a screen you can touch and even write on. When you see a computer that can do all that, it might just make you wonder – “Hey, what else can it do?”
The video closes with the tagline “Imagine what your computer could do if it was an iPad Pro”.
The iPad Pro’s new commercial comes at an interesting time for Apple. The company announced its latest iPad, the 9.7-inch iPad Pro, as the “ultimate PC replacement” for Windows switchers, but its upcoming iOS 10 update only includes minor iPad changes – a departure from iOS 9’s iPad breakthroughs. On the other hand, the iPad line recently returned to revenue growth after several quarters, likely thanks to the iPad Pro and its higher selling price.
Explaining to consumers how an iPad can be a PC replacement and, at the same time, a new take on desktop computing has always been one of Apple’s toughest propositions. This new iPad Pro commercial seems to start from the basics again, asking what a computer truly is and how it can be different. It’ll be interesting to see if a wider marketing campaign and more commercials will follow.
Apple aired two new iPhone 6s commercials earlier today, highlighting the 4K video shooting capabilities of the device, as well as the Touch ID sensor with various iOS app integrations.
In the 1-minute 4K ad, dubbed ‘Onions’, Apple imagines a scenario in which a young girl shoots a close-up video of her mother cutting onions that somehow turns into a movie phenomenon. In the ad, the ‘Onions’ movie even goes on to win an award (with a ceremony hosted by actor Neil Patrick Harris) with a tongue-in-cheek tone that, presumably, wants to communicate how the iPhone’s camera can be used to shoot high-quality footage – whether it’s an onion or an actual movie.
In the second ad, Apple follows the style of its previous, fast paced iPhone 6s commercials to focus on what can be done with Touch ID on iOS 9. The ad shows people paying for products with Apple Pay, starting a car with Touch ID in a dedicated iPhone app, logging into bank accounts, and more.
Apple posted a new Apple Music ad on YouTube earlier today, featuring Taylor Swift listening and singing along to Drake and Future’s Jumpman while running on a treadmill.
The ad, which is called ‘Taylor vs. Treadmill’ and was posted on Apple’s Beats 1 Radio YouTube channel, features the ‘Distractingly Good’ and ‘All the music you want’ taglines at the end as Swift falls off the treadmill while still continuing to rap along.
Most notably, however, the ad focuses on Apple Music’s support for Activity Playlists, which include selections of songs for various scenarios such as working out or relaxing at home. In this ad, the playlist picked by Taylor Swift is called #GYMFLOW.
You can watch the ad below or check it out on Beats 1’s YouTube channel here.
Apple aired a new iPhone 6s commercial earlier today, featuring Sesame Street’s popular Cookie Monster character.
The ad is focused on the hands-free Siri capabilities of the iPhone 6s. In the video, Cookie Monster unsurprisingly wants to eat cookies and sets a timer for the oven to finish baking them. Cookie Monster asks Siri to set a timer without interacting with the iPhone’s display and then asks Siri to check how much is left in the timer, also without having to press the Home button.
The ad follows various commercials Apple has aired to highlight 3D Touch and Live Photos, two other features available on the iPhone 6s. You can watch the video below.