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Old Nov 11, 2012, 04:08 PM   #1
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Apple Airs Two New iPad Mini Television Ads, 'Photos' and 'Books'




Apple has started airing two new television ads for the iPad mini, the second and third spots released for the iPad mini. Apple previously released the 'Piano' ad that was shown during the iPad mini media event.

The first ad, 'Books', focuses on the abilities of the iPad mini as an e-reader. It shows the full-size iPad and the iPad mini side-by-side both opening and closing books in iBooks. The ad uses clever pairings of books to draw comparisons between the larger and smaller tablets: The Sun Also Rises and The Valley of the Moon; East of Eden and How the West Was Won; and, Moby Dick and Gone Fishing.

The second ad, called 'Photos', uses the same side-by-side format as the other two iPad mini ads. This time, Apple shows off iPhoto for iOS with the 60's classic song Two of a Kind by Bobby Darin and Johnny Mercer in the background.

Article Link: Apple Airs Two New iPad Mini Television Ads, 'Photos' and 'Books'
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Old Nov 11, 2012, 04:10 PM   #2
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Unfortunate, but they didn't have the same impact as the first.
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Old Nov 11, 2012, 07:57 PM   #3
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Unfortunate, but they didn't have the same impact as the first.
I actually like the photo one as much as the piano one hontestly.
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Old Nov 11, 2012, 04:11 PM   #4
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I find it all the more ironic when it emphasizes text and photos, yet you know the Mini doesn't use a retina screen...
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Old Nov 11, 2012, 04:11 PM   #5
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I find it all the more ironic when it emphasizes text and photos, yet you know the Mini doesn't use a retina screen...
Smaller DPI then 10".
It is not that bad on iPad 2, better on mini.
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Old Nov 11, 2012, 04:21 PM   #6
Pakaku
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Originally Posted by PracticalMac View Post
Smaller DPI then 10".
It is not that bad on iPad 2, better on mini.
It is a lower DPI, but only because they quite literally shrunk an iPad 2 screen, and its UI, down to a 7.8" screen. Which also brings up ergonomic issues...
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Old Nov 12, 2012, 12:22 AM   #7
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love the photo ad. really nice! my pref is photo>piano>book.

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It is a lower DPI, but only because they quite literally shrunk an iPad 2 screen, and its UI, down to a 7.8" screen. Which also brings up ergonomic issues...
mm...just curious, have u actually tried one? i have tried a few times in apple shop. res is not good but thats because i am using retina now. the second time i went, i guess my expectation was a little lower...and it was a delight to use it. and yes, i have ordered.

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Ok it showed a part of a movie in the commercial, but "cheated" by showing the 4:3 version
eh? u can fill the screen with double tap, isnt it?
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Old Nov 12, 2012, 07:26 AM   #8
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It is a lower DPI, but only because they quite literally shrunk an iPad 2 screen, and its UI, down to a 7.8" screen. Which also brings up ergonomic issues...
Yes, typing is immensely easier.

It has better dpi than an iMac and people are complaining. I checked it out. Really does have a nice feel, but retina is better. OTOH, I'm not paying extra for retina mbpro.
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Old Nov 11, 2012, 04:12 PM   #9
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I find it all the more ironic when it emphasizes text and photos, yet you know the Mini doesn't use a retina screen...
Ding ding...was going to say the same thing.

They would have crushed it with putting retina on this...everyone knows it's coming...ridiculous they left it off.
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Old Nov 11, 2012, 06:23 PM   #10
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Ding ding...was going to say the same thing.

They would have crushed it with putting retina on this...everyone knows it's coming...ridiculous they left it off.
Really?....... with the current screen technology, they couldn't put a retina display into the iPad Mini without making it thicker, heavier, having shorter battery life, and more expensive. That was a tradeoff Apple was unwilling to make.
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Old Nov 11, 2012, 08:08 PM   #11
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Ding ding...was going to say the same thing.

They would have crushed it with putting retina on this...everyone knows it's coming...ridiculous they left it off.
It's not ridiculous. The power requirements of the Retina display are too great for the mini right now.
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Old Nov 11, 2012, 10:16 PM   #12
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It's not ridiculous. The power requirements of the Retina display are too great for the mini right now.
You don't know that.
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Old Nov 11, 2012, 10:41 PM   #13
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i like the ipad mini commercials so much i am going to buy 1,800 shares of aapl for one million dollars.

or i can wait and buy 1,800 shares of aapl in 2014 for 300K.

i'll wait.....
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Old Nov 12, 2012, 03:12 AM   #14
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You don't know that.
Yes I do.

To get a similar level of brightness on the iPad 3 as is on the iPad 2, the backlight strength had to be increased which in turn increases power consumption. The iPad 2's display uses only 2.7 watts an hour at max brightness, yet the 3's display uses 7 watts.

To compensate for that Apple had to increase the battery capacity from 25 Whr in the iPad 2 to 42.5 Whr in the iPad 3, which in turn increased weight by about 50g.

Now, the mini's display uses 2.3 watts an hour at max brightness, and only has a 16.3 Whr battery.

So it literally can't handle the power consumption of a Retina display, which would take the display's power consumption up to ~6 watts an hour. And then you'd need the A5X SoC which uses up even more power as well. Even if Apple managed to cram in a 25 Whr battery into the mini, which would add more weight, it's still not enough. They'd need at least a 35 Whr battery.

Not to mention heat output from both the display and SoC which would be substantial in such a thin device.

The only way a Retina display will make its way to the mini is if Apple can get power consumption down low enough. Hopefully that will be possible with an IGZO display.
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Old Nov 12, 2012, 04:39 AM   #15
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Ding ding...was going to say the same thing.

They would have crushed it with putting retina on this...everyone knows it's coming...ridiculous they left it off.
They also left off 50 additional dollars from the price tag. Wait a year, and you'll get retina for the same current price.
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Old Nov 11, 2012, 04:12 PM   #16
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the book one doesnt even make any sense
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Old Nov 11, 2012, 04:14 PM   #17
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the book one doesnt even make any sense
I thought the same thing. So far, the Piano commercial has been the best IMO.
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Old Nov 11, 2012, 04:15 PM   #18
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i like this one more than the piano commercial
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Old Nov 11, 2012, 04:15 PM   #19
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Ehh....
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Old Nov 12, 2012, 02:44 AM   #20
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i like this one more than the piano commercial
i agree this one is much better than piano commercial
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Old Nov 11, 2012, 04:17 PM   #21
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the book one doesnt even make any sense
compare the two book titles
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Old Nov 11, 2012, 04:18 PM   #22
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the book one doesnt even make any sense
"The Sun Also Rises" and "The Valley of the Moon".
"East of Eden" and "How the West was Won"
"Moby Dick" and "Gone Fishing" (Captain Ahab was fishing... for a whale)
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Old Nov 11, 2012, 04:24 PM   #23
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"The Sun Also Rises" and "The Valley of the Moon".
"East of Eden" and "How the West was Won"
"Moby Dick" and "Gone Fishing" (Captain Ahab was fishing... for a whale)
Yep, it is a bit contrived isn't it.

The Photos one is great though.
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Old Nov 12, 2012, 07:51 AM   #24
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Originally Posted by mrfoof82 View Post
"The Sun Also Rises" and "The Valley of the Moon".
"East of Eden" and "How the West was Won"
"Moby Dick" and "Gone Fishing" (Captain Ahab was fishing... for a whale)
Also Moby Dick is 873 pages vs 67 pages for Gone Fishing (iBooks store page count).

Does anyone's iBooks open anywhere near as fast as that commercial? iBooks is one of the slowest apps on my devices.
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Old Nov 12, 2012, 08:48 AM   #25
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the book one doesnt even make any sense
Hint, you have to read the titles. Its word play
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