Apple Debuts New iPad Air 2 TV Ad 'Change' with New Website Section

[swingerofbirch]

As Apple started losing personal computing market share, they marketed more and more toward certain markets: creatives, education, science.

You used be able to go to apple.com/science, for example, to see how Macs were used in science.

When Steve Jobs returned, his focus was very much on getting a consumer device out the door.

The iPad was also originally marketed as a consumer device.

It seems Apple has been attempting a similar approach with the iPad in this commercial and also with the Your Verse ads as Apple used to with its Mac ads (PowerBook: The power to be your best; What's on your PowerBook?). Those older Mac ads showed very specific use-case scenarios, as these new iPad ads do.

I think the problem with the iPad ads is that as the viewer, I have no idea what's happening in the ad. There's a lot of chaotic activity, in which the iPad is present, and often it's not clear why the iPad is present.

Rather than having a feature, the iPad is being sold as a neutral platform upon which features (apps) can be added. It literally is a blank slate. That's hard to sell.

But it might be a bit clearer to come out with an ad that says, "Our iPad is literally a blank slate. What will you do with it?" And then perhaps more clearly show ONE specific use case scenario. That's more in line with the old niche Mac ads.

On the other hand, you could show a middle-aged woman on a sofa watching Judge Judy while playing Boggle on an iPad. I think that would be the Steve Jobs approach. And I think it would be better for iPad's sales.

 

[jabingla2810]

... all of this stuff is 'work' and i can achieve way more than i really even expected from the thing - when i bought it in 2010 (ipad2)....

I agree with your point, I use my iPad for all sorts of stuff, particularly photo editing.

But you didn't buy an iPad 2 in 2010, it wasn't released untill March 2011.

 

[MH01]

Nice ad, but all is lost because the iWatch won't have 2GB of RAM.

i must have missed the iWatch in that ad.... Did it reload safari??

 

[Maliya897]

I like it,good job,i'm waiting for it.





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étui galaxy alpha
housse samsung galaxy alpha

 

[MH01]

You can sure clearly see the non-Apple users posting here

They stand out like a sore thumb on Xmas.

Given its a rumour site and not a cult (debatable at times), non-apple users are free to post here.

To be honest it's good to get feedback from other people other than apple fans.....they tend to be a tad bias

 

[Marx55]

Just imagine what you could do with a real computer: a Mac tablet!

 

[Narcaz]

Not my kind of ad. I get the idea of focusing on a specific professional market. Hey people out there: we have some cool ideas to implement an iPad in your workflow. But it is totally missing mass market with its dropping sales. I think iOS 8 and the iPad Air 2 brought very little reason to upgrade.

iOS 8 still doesn't work very well on my iPad3/ iPad Mini 2 and looks identical to iOS 7. And thinner and faster is nearly irrelevant for most users, who do light websurfing, watch videos and read books. Unless Apple opens its hardware restrictions (native hdmi, usb3 ports etc) and adds split screen multitasking, guest accounts, safari extensions and a more tablet focused UI, i won't buy a new device in the next years.

 

[mattoligy]

What a terrible ad :-/

 

[xDKP]

By far one of the best ad's in recent times. Love the flow, speed and the more "regular stuff" people are doing in this compared to the last batch of iPad does-a-lot-with-apps-ads.

Great stuff Apple - keep up the ads showcasing your stuff - not bashing others.

 

[polterbyte]

Great commercial. It's not the tool: it's what you do with it.

 

[porky]

How is the os crappy? Seeing as developers have made a ton of great apps, it's hardly crippled in terms of APIs.

It's even opened up and allowed communication between apps with iOS 8, if that was your complaint.

It's very efficient considering how slow the processors are and how small the batteries are in iOS devices, yet the benchmark scores and battery life doesn't give away the lesser specs.

Are you basing your judgement on the fact the home screens display apps and nothing else? If they displayed widgets would you think it more advanced?

For me it's the photo app. I'm putting al my pictures in albums. But they stay also in All foto's. So i can't see which are already in an album and which not. I can't also send a link to an album to a friend. Sync with Mac is still not possible... I also can't Find THE photos in ly iCloud drive! So i don't use iPhoto anymore. So now i use onedrive till Apple releases the photo app.

 

[thekeyring]

For me it's the photo app. I'm putting al my pictures in albums. But they stay also in All foto's. So i can't see which are already in an album and which not. I can't also send a link to an album to a friend. Sync with Mac is still not possible... I also can't Find THE photos in ly iCloud drive! So i don't use iPhoto anymore. So now i use onedrive till Apple releases the photo app.

The problem is Apple hasn't really released a solution - they're just working on one and letting users beta test a part of it

However the OS isn't crappy, you said you're using OneDrive so it's possible to create an app that gives users what they want. It's not that the OS is so limited you can't build anything.

 

[happydude]

Blah? Not real world? Oh ok.

To be BLUNT - these ads are genius. ANY ad that ties ANY product to ACTIVE lifestyle is a winner. And ya the ad makes the iPad cool. Spot on.

Btw are you "implying" that "other" tablet commercials are kicking their "a$s" - like the Micro$oft surface pro? The very same Microsoft pro that LOST market share despite a $200 mil campaign ? The same campaign that attempts to torpedo the Mac Book Airs etc yet Mac sales posted record Gains? Ya I thought you were spot on lolololol

you think they're genius. it's like, your opinion, man...

mine is that they're not. another apple fanboi attacking criticism.

and no i'm not implying microsoft tablets. google's nexus 7 in particular has an ad campaign that seems to me to be effective. again, i assume you'll attack me for mentioning/implying a competitor to apple. take that an apple's decline is sales year over year for the last quarter, decrease in global market share, perceived lack of innovation in tablets (not my words, JD Power's) and amazon receiving better customer satisfaction...

but that aside, i'm just commenting that i don't think this latest ad campaign is effective. you may like it, but their sales are down and customer satisfaction is down. isn't an ad campaign supposed to overcome that?

 

[Fzang]

I updated Penultimate on my rMini and now they have an all-new fancy pancy interface, but now it's awfully slow to start up and lags a ton. Sheesh. I like Apple stuff, but sheesh. When did this thing come out again?

 

[carmenodie]

The ad sucks!
It's the same old schtick. What Apple, IMHO, should have done was show people using their iPad to create content etc from start to finish. Not a collage of goddamn images with a nauseating soundtrack.
Show people doing the step by step process to make their ideas come alive.
Take me on a journey, not a *****ing acid trip.
Do I love my iPad?
Hell to the nth power of ****** yeah!!!!!!

 

[teslo]

I agree with your point, I use my iPad for all sorts of stuff, particularly photo editing.

But you didn't buy an iPad 2 in 2010, it wasn't released untill March 2011.

noted. it sure does seem longer ago that that tho. just goes to show how new all this stuff is.

 

[Rogifan]

The ad sucks!
It's the same old schtick. What Apple, IMHO, should have done was show people using their iPad to create content etc from start to finish. Not a collage of goddamn images with a nauseating soundtrack.
Show people doing the step by step process to make their ideas come alive.
Take me on a journey, not a *****ing acid trip.
Do I love my iPad?
Hell to the nth power of ****** yeah!!!!!!

Show a step-by-step process of creating something in less than a minute?

 

[Aluminum213]

...You do know that's the point right...?

The point is to have a UI of a phone blown up on a tablet?

News to me

 

[afsnyder]

Introducing the most amazing bezel ever designed on a tablet. It's bigger than bigger!

The iPad Air 2s actually have a decent bezel. It's not overly large compared to iPhones since you actually need some thumb room if you don't want to block the display.

 

[rowspaxe]

not necessarily in a silly mood when i get rough drafts of vector illustration projects done with my finger on the bus...

your finger? and you dont see any problem with that? while there are many trade-offs between the ipad and the surface pro 3. the pen functionality and one note are a huge plus for sp3. inkscape is an awesome free vector program on windows. the ipad, however, is my go to device for...oceanography, motocycle browsing, etc

 

[Keirasplace]

Not my kind of ad. I get the idea of focusing on a specific professional market. Hey people out there: we have some cool ideas to implement an iPad in your workflow. But it is totally missing mass market with its dropping sales. I think iOS 8 and the iPad Air 2 brought very little reason to upgrade.

iOS 8 still doesn't work very well on my iPad3/ iPad Mini 2 and looks identical to iOS 7. And thinner and faster is nearly irrelevant for most users, who do light websurfing, watch videos and read books. Unless Apple opens its hardware restrictions (native hdmi, usb3 ports etc) and adds split screen multitasking, guest accounts, safari extensions and a more tablet focused UI, i won't buy a new device in the next years.

Tablets in general are dropping in sales. Only thing increasing in sales are the low end, under $150 tablets. Is anyone doing "real work" (tm) with those tablets?

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you're right. For your use, I can see it work and for some creative professionals it will work.

But for so many professions it doesn't. I don't see an accountant use it on a bus, I don't see complex excel sheets or even number sheets.

I tried to use the ipad in my workflow, but IOS itself is just not ready for it. Unless you have a great 3rd party app and it's stimulated by your employer.

I analyse data, write functional designs, papers and create process flows.
Pages and numbers is laughable.

So if my employer doesn't stimulate me to get MS office on my ipad, and visio (not on IOS) or even omnifocus, there's no way the ipad can ever be used for what I need to do.

The ipad is for now a niche on the professional market, yet as you see this ad, it's targeted as a working tool for everyone. It kinda annoys me.

Well, IT A NICHE IN YOUR MARKET. Good grief, it is always the same thing. What I see is what's out there. "I see truth" (sic)

The place were Apple is not losing significant sales with the IPAD is not the business market, but the retail market. That should tell you something!

 

[porky]

The problem is Apple hasn't really released a solution - they're just working on one and letting users beta test a part of it

However the OS isn't crappy, you said you're using OneDrive so it's possible to create an app that gives users what they want. It's not that the OS is so limited you can't build anything.

Exactly, why can't Apple do that ? Apple who has made iMovie , iPhoto etc . can't give us a decent photo solution ...

 

[thekeyring]

Exactly, why can't Apple do that ? Apple who has made iMovie , iPhoto etc . can't give us a decent photo solution ...

Photos, iPhoto for Mac + a sync cable was the solution that works (and still works).

Apple are beta testing one part of a new solution (Photos for iCloud) so it won't be completely ready yet.

It seems like beta testing is a better way to roll out cloud services though.

 

[ksuyen]

Too bad it's pretty much a lie — new iPad models do not really "change", they are just more of the phone-based iOS that cripples the device (9 icons on display per folder? LOL).

Making the device sligthly faster, sligthly thinner and with a sligthly better camera (but no flash...) is not innovation. It's not enough either, as seen in how few people actually upgrade their iPads.

Right now, the new iPad models are toys made mostly for those who have no tablet and for the fanboys (who would buy anything regardless). Apple has failed in making them attractive to anyone else.

First, I would like to compliment what a beautiful ads it is. It makes me, an Air 2 owner, such a happy owner.

Second, for the guy who commented above, read the reply below, and...

This post is the pinnacle of absurdity...
Tell all of the airline pilots, who's flight-check logbooks have been replaced by iPads, that they are "toys"...
Or all of the doctors and musicians that use iPads every day to create music and save lives on their "toys".
Or the teachers and educators....never mind, you probably are too busy updating your anti-virus soft wear or re-booting your Android or Windozzz tablet from another "blue-screen"...

suck your lolly

 

[charlituna]

Obviously has to be a fake Air 2. I didn't see iOS 8 stutter at least once.

I have ios 8 on an iPhone and two iPads and it has never stuttered for me. Haven't heard any complaints for the guys at work either (where we have about 30 iPads of varying ages all on 8)