updated 12:15 pm EDT, Sat November 6, 2010
Apple rumored tapping David Sims for new iPad ads
Apple may have already turned to a well-known fashion photographer to shoot commercials for the next-generation iPad based on slips from those who were reportedly around the scene. The company was supposedly shooting in Manhattan's Pier 59 with Britain's David Sims, known best for ads for companies like Burberry (below). Details of the ad itself weren't mentioned, but the 9to5Mac insider noted that the iPads were all current models but would be edited afterwards to show the new models, suggesting the design would be the same size and just change the functionality.
Most now expect front and possibly back cameras on the iPad, along with performance upgrades such as a dual-core ARM Cortex-A9 processor and possibly a newer display.
The use of existing products as placeholders wouldn't have stopped Apple from requiring non-disclosure agreements and keeping security tight around the set.
While the report is uncorroborated, it would be consistent with Apple's recent tendency to choose high-profile directors to create and direct ads. Fight Club director David Fincher was responsible for shooting some of the earlier iPhone ads, while American Beauty's Sam Mendes shot iPhone 4 ads that were eventually confirmed to be FaceTime spots. Apple usually reserves these for major product revisions and may be setting expectations early.
The timing would also be consistent with the belief that Apple would have the new iPad ready early in 2011 and considerably earlier than April. The original was unveiled in January, but is known to have been delayed three months to get production levels up to sufficient levels.