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Apple posts first iPad 2 TV ad: 'We Believe'

updated 11:10 pm EDT, Sat April 2, 2011

iPad 2 TV ad stresses technology out of the way

Apple on Saturday night posted the first-ever TV ad for the iPad 2 (below). The 30-second spot deliberately avoids the push on specs by its rivals and argues that "technology is not enough." It's through the natural interfaces of iBooks, GarageBand, and photos that technology "gets out of the way" and creates something special, Apple said.

It recalls a common theme Apple has used at the end of its keynotes. CEO Steve Jobs has usually cast the company as an "intersection of liberal arts and technology," where creatives and those not locked into the engineer method can make good technology better.

Visually, the ad is a break from Apple's more recent ads, both in the dark scheme but also in its focus. Every shot is a close-up showing a pinch to zoom into a photo or a drag to bend a guitar string, emphasizing the finger touches over seeing the entire app. Apple's iOS device ads have often insisted on showing the full screen to help demonstrate apps and features.

The ad is slightly unusual in launching three weeks after the iPad first arrived. To date, however, Apple hasn't needed any direct advertising to get attention. Sales are still outstripping demand and have been triggering long retail lineups from those unwilling to wait as much as a month for an online order.

Motorola in contrast has focused on attacks that try to cast iPad owners as living in an Orwellian world.

By Electronista Staff
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  1. Fast iBook

    Fresh-Faced Recruit

    Joined: Mar 2003



    Moto is bitter.

    - A

  1. aristotles

    Grizzled Veteran

    Joined: Jul 2004


    Loved the part with the Garage band app

    The angle of the shot with the plucking of strings almost seemed 3rd. I think the responsiveness of the UI of Garageband helped create that illusion.

  1. chas_m



    Damn straight.

    That ad is a litmus test on whether someone "gets" Apple or not.

    In talking with a large number of new clients recently, what's really stunned me is that older folks are really starting to "get" Apple now.

    This is not to say that things like the iPad have magically made them in to power-users; not at all (though iPods, iPhones and iPads are definitely easier for them to use than many of us "nerds" might think). What I'm saying is that they've figured out what Apple is going for.

    Comment buried. Show
  1. Thorgeirr

    Fresh-Faced Recruit

    Joined: Apr 2011


    Way too 'magic'

    This ad is much to emotional! Most people will see they're trying to be mentally seduced.
    Let's get back to the sauber and/or honest way of expression!

  1. facebook_James

    Via Facebook

    Joined: Apr 2011


    The more magic, the better!

    Apple's competitors can't compete with magic. Apple has the market cornered on magic!

    Apple's competitors can only compete on specs. Apple's ad destroys this notion.

    The iPad is magical!

  1. redcapzero

    Fresh-Faced Recruit

    Joined: Aug 2007


    @Damn Straight

    As an "older", Id like to say that your comments ring true. On a personal note, there will come a time when all that I own (w/ the exception of video / audio processors) will be Apple based; e.g.: lighting / shading & home security controlled via iPad and or iPod Touch; both products being flush mount / camoflaged via TruFig.

    Yep we 'ol timers are "getting it", and dare I say...LOVIN' IT !!


  1. Paul Huang

    Mac Enthusiast

    Joined: Sep 1999


    Just try to write Chinese on the screen and you wi

    The responsiveness of the iPad 2 screen has to do with the touch layer bonded with the LCD, and also the density of the touch layer. This is one of the reasons why iPad 2 'fits like a glove'. Of course, the user interface is way ahead of the game.

    Try to write Chinese characters on the screen (handwriting recognition) and the difference between the iPad 2 and the wanabees are abundantly clear—no amount of specification-touting can replace a single touch.

  1. msuper69

    Professional Poster

    Joined: Jan 2000


    As someone mentioned on a blog elsewhere...

    I wonder how many people that see that ad will realize that the guitar is not real and is actually an app running on the iPad?

  1. sharpieclm

    Fresh-Faced Recruit

    Joined: Jul 2010


    Apps visible in Apple commercial vs competitors

    I do not follow all the commercials closely, however I have noticed Apple showing apps on iPad, iPhone or IPod in the commercials. The competitors rarely, if ever, show apps on their devices, It is usually special effects and the device rotating, etc - never shows them working. Just an observation

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