Apple Shares New 'What's a Computer' Ad Focused on iPad Pro Features

[LotusLord]

It really depends on your use case. We're now finishing our 3rd year with our sales staff of over 300 using iPads for their day to day work in the market and in the office. We previously used HP tablets, then convertibles, then Panasonic convertibles and there is very little they did previously that they can't do now with their assigned devices. We rely on Publisher files for some signs used in bars and restaurants primarily just changing pricing which the sales people occasionally did themselves if there was a rush. That's basically the only loss. All day battery (or multi day in some cases), better reliability, cheaper pricing, reduced licensing costs, and files are actually backed up to the cloud (admittedly this would/does happen for our traditional computer users now too, but as you might imagine the reliability of all flash versus traditional HDD file storage combined with auto cloud saving, is a huge boon)... It's all a win for us on iOS devices over traditional computers.

Does it work for everyone? No it doesn't. It doesn't work for everyone in our organization even, but to say that they're not computers that can be used for work is not accurate.

 

[blinkytoo]

The part no one mentions is that it shows a kid who never takes his face out of his "device". This is a pretty sad state of affairs I think. Go play catch kid, for gods sake.

 

[zombierunner]

What's a computer? Really? I thought the ad was good till the girl said those words.

 

[TheColtr]

Nice commercial, but the "what's a computer" line made it so lame. Please, like a kid that age wouldn't know what a computer is...? Come on.

THANK YOU! That was my exact thought. Like this kid has never gone to school and been forced to use their dinosaur computers, his mom doesn’t have a computer? I get the message but that line just is so silly.

 

[fairuz]

Uh, are iPads not computers? Last time I checked...

BTW, it's dumb that all these ads market the iPad as a PC replacement by saying it can do most of what a PC can do without being a PC (which is technically only due to the lack of a mouse, I guess). Like, who cares? How is it supposed to be better?

 

[ipedro]

Well done. iPad is a computer. It's just that some people's perception of "a computer" has not evolved with the technology.

 

[groove-agent]

What service are you using, and how much space do you have?

And yet there is. I do.

 

[Rustus Maximus]

"What's a computer?"

It's one of those things you promised to release in December and then again "sometime in 2018."

The ad is slick, as is most of Apple's multi million dollar advertising. However, it seems to be in contradiction to the message they hastily threw at professional users a few months ago after that group's concerns started to hint at a full scale revolt against a company that seems to have forgotten it's core. The two sides do not have to be mutually exclusive so stop being bipolar in your advertising. The future is not mobile. The future is not desktops. The future is just the future and the only thing it should be doing is making things easier, more powerful, simpler. If it doesn't, then it shouldn't be rewarded with attention or patronage.

This kid is a girl or a boy?

Yes.

 

[criticasm]

One of their best ads. That ‘what’s a computer” line is perfect.

Surely this is the whole iPad debate in a nutshell. A device that people who were brought up on computers can’t quite get their heads around. So why bother trying to force the issue to please that narrow demographic? Why not just remove yourself from the argument all together?

What people fail to understand with the computer industry is that everything you know to be normal was just the way someone thought to do stuff. It’s not enshrined in some religious tablet somewhere. The file system, pci cards, task managers etc... are Just designs by someone who had an idea of how to solve a problem. They are not the ONLY way to solve a problem.

The iPad, (indeed iOS) is the first time a company has had the guts to rethink the way we “compute”. But all computer guys want to do is attack it. It’s the same how computer game guys attack console games. And the console guys attack iPad and phone gamers. Just because something doesn’t quite do something as great or perfect as some other more cumbersome to use device. It’s then seen as not worthy.

For every 1 person who can’t quite get their particular flavour of software or use case to work on an iPad there are probably a thousand others who are happily creating things or sorting out work/life on an iPad. They are still “computing”. A computer needn’t have direct access to a file system or have an x86 processor. It’s not the law.

A person that says "what's a computer?" is a like someone who eats eggs saying "what's a chicken?"

 

[freddiecable]

It is NOT a computer when you can NOT share your screen. Period.

 

[oneMadRssn]

I mean, it was an ad. I think Apple was just trying to make a point. We are already in the post PC era. Many people are going iOS only or only use a Mac for very specific tasks (this likely won't ever change). Individuals and companies are all working towards becoming more mobile. It allows for greater flexibility and collaboration.

What's the difference? How does an iPad allow greater flexibility and collaboration than a Lenovo tablet/laptop hybrid, or a Surface Book 2? I agree that Windows 10 isn't that great. But still - there are plenty of "computers" that are light and have the battery life as good or better than an iPad. Indeed, the retina Macbook is a great example.

As an OS, I think iOS is still way too limited to be useful. It's getting there - it seems every two years or so they take a step forward in terms of large-screen usability. But it's not there yet.

This is the example task I always give, and it's a pretty common one: a vendor emails you a zip file containing some doc, excel, and ppt files. Someone else emails you PDF or a website link with additional new information. You must update the doc, excel, and ppt file with that additional new information, zip them back up, and email back to the vendor.

On any "computer" running macOS or Windows, this is a super easy task. You can open all the files simultaneously, you can view 3, 4, or if your screen is big enough, all the files at once. You can click and edit, click and edit, very quickly. Then just hit save. Indeed, you don't even need to unzip the files because you can edit the files inside the zip container.

On iOS, this is a gigantic pain in the butt. You need an app for unzipping. Then opening the documents in each of their respective apps actually creates a copy of that document within the app. Then you better hope your editing programs and PDF viewer support split-screen multitasking, and even then you can only do two apps at a time. Then saving each file and sending it back to the zip app to zip, and sending that zip back to the email app to send. All throughout, you get copies of each document being made in each app, and it's a mess.

 

[DNichter]

What's the difference? How does an iPad allow greater flexibility and collaboration than a Lenovo tablet/laptop hybrid, or a Surface Book 2? I agree that Windows 10 isn't that great. But still - there are plenty of "computers" that are light and have the battery life as good or better than an iPad. Indeed, the retina Macbook is a great example.

As an OS, I think iOS is still way too limited to be useful. It's getting there - it seems every two years or so they take a step forward in terms of large-screen usability. But it's not there yet.

This is the example task I always give, and it's a pretty common one: a vendor emails you a zip file containing some doc, excel, and ppt files. Someone else emails you PDF or a website link with additional new information. You must update the doc, excel, and ppt file with that additional new information, zip them back up, and email back to the vendor.

On any "computer" running macOS or Windows, this is a super easy task. You can open all the files simultaneously, you can view 3, 4, or if your screen is big enough, all the files at once. You can click and edit, click and edit, very quickly. Then just hit save. Indeed, you don't even need to unzip the files because you can edit the files inside the zip container.

On iOS, this is a gigantic pain in the butt. You need an app for unzipping. Then opening the documents in each of their respective apps actually creates a copy of that document within the app. Then you better hope your editing programs and PDF viewer support split-screen multitasking, and even then you can only do two apps at a time. Then saving each file and sending it back to the zip app to zip, and sending that zip back to the email app to send. All throughout, you get copies of each document being made in each app, and it's a mess.

For me, it provides greater flexibility because there is literally an app for everything. We think of something we need in my business, and we can typically find an app that does the job. Just the other day, we needed to scan something while out in the field and send a copy to my team for them to annotate and return. All easy steps on an iPad (or an iPhone). The collaborative nature is more of a personal feeling, but something I have noticed. We walk around the office a lot and work on different documents, presentations, etc. There is something extremely collaborative about a tablet, changing or manipulating ideas while we stand at our desks. We also use Airplay to view documents, videos, etc. all the time. Cost is also a factor as iPad's are cheaper to maintain, last longer, and get the job done with less expensive software. The example you give is handled daily. A couple ways we do this. We have a shared cloud account for my team, which we save files. These can be updated by any device we choose. No reason to send, open, unzip, anything. If an outside client sends me something like this, I use an app called Documents, I think it was $5, handles everything you mentioned really easily. I totally get an iPad isn't for everyone, but it's the best computer I've ever used.

 

[thekeyring]

The point is the iPad is supposed to replace my need for a Mac.

No it's not. If Apple believed that, they would stop making the Mac. Or at least, stop making products like the ultra thin and portable MacBook. (if they still felt more powerful machines like iMac Pro were still necessary).

iPad can replace a PC for lots of people. If you're technologically minded enough to go "wait a minute, no it can't!" then it can't for you. There are lots of "laymen" who wrongly assume it can't. These ads give them a push to walk into a store and ask about iPad. Then they learn that their email, web browsing and Facebook tasks can all be done on iPad.

My Mum works for the local council. She does 99% of her work on an iPad. The only time she fires up her laptop is to access certain documents. These could be moved to iCloud Drive / Dropbox / OneDrive, but the local council haven't implemented that particular solution yet. Once they do, the iPad will have completely replaced her laptop for real work.

For me? An iPad never will. But that's because I want a laptop. I'm not foolish enough to ask Apple to make an iPad that ships with a keyboard, mouse, and macOS. They already make products that do that... MacBooks.
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Key Question "What's a Computer". Same with "What's a Truck". Depends on how much heavy lifting one needs to do. They compliment each other rather then replace one another in my world.

Exactly. You would never say "I want a car, but it has to carry a large, very heavy load. In fact, I'll probably need a trailer for that."

 

[melendezest]

Apple used to be the London Symphony Orchestra.

Now it's Taylor Swift.

Sells a lot, but it's bubblegum.

 

[Altis]

Well done. iPad is a computer. It's just that some people's perception of "a computer" has not evolved with the technology.

It's more that what some people do with computers are a pain to do with an iPad.

You could probably build a house with a Swiss Army knife, but it would be an exercise in frustration and futility.

iOS is not inherently better "technology" than a desktop/laptop.

 

[threesixty360]

What's the difference? How does an iPad allow greater flexibility and collaboration than a Lenovo tablet/laptop hybrid, or a Surface Book 2? I agree that Windows 10 isn't that great. But still - there are plenty of "computers" that are light and have the battery life as good or better than an iPad. Indeed, the retina Macbook is a great example.

As an OS, I think iOS is still way too limited to be useful. It's getting there - it seems every two years or so they take a step forward in terms of large-screen usability. But it's not there yet.

This is the example task I always give, and it's a pretty common one: a vendor emails you a zip file containing some doc, excel, and ppt files. Someone else emails you PDF or a website link with additional new information. You must update the doc, excel, and ppt file with that additional new information, zip them back up, and email back to the vendor.

On any "computer" running macOS or Windows, this is a super easy task. You can open all the files simultaneously, you can view 3, 4, or if your screen is big enough, all the files at once. You can click and edit, click and edit, very quickly. Then just hit save. Indeed, you don't even need to unzip the files because you can edit the files inside the zip container.

On iOS, this is a gigantic pain in the butt. You need an app for unzipping. Then opening the documents in each of their respective apps actually creates a copy of that document within the app. Then you better hope your editing programs and PDF viewer support split-screen multitasking, and even then you can only do two apps at a time. Then saving each file and sending it back to the zip app to zip, and sending that zip back to the email app to send. All throughout, you get copies of each document being made in each app, and it's a mess.

In the modern world these files exist online. No one is sending you a zip because they don’t need to. In fact many offices email servers block zip files due to them being containers for malicious files etc..

So you view the files online and edit them there. No copies are made to your drive unless you really need to download them to edit if you don’t have WiFi somewhere.

After editing you don’t have to send them back because the person who sent you the link can view what you’ve edited.

The problem you have is that you are thinking about a workflow that has been around for about 20yrs. Sending zip files. Sending documents etc.. having files on your machine.

The iPad and iOS are built for a new generation where the cloud is the computer and devices are essentially clients.

There are growing pains yes. And transition is hard. But Apple have stuck with it where others would have given up. And we are starting to see the benefits.

Admittedly this new world won’t work for some people who are stuck in the transition. And for that there are traditional computers like MacBooks and surfaces. However we can’t stop progress because it hinders a 20yr old work process which is only there because of the limitations of that era. (We zip files because they are large but if the files don’t need to move anywhere and stay in the cloud why do we actually need to zip files anymore?)

Skate where the puck is going to be as they say...

 

[ipedro]

A lot of people argue iPad isn’t a real computer, it’s just a content consumption device.

Those people lack creativity and imagination. I'm a photographer and my 12.9" iPad Pro is my main content creation device.

I far prefer Lightroom for iOS than I do for macOS. Adobe seems to think so too which is why they've redesigned Lightroom for mac to look like and work like the iOS version.

I also use my iPad to write. I use iA Writer. I don't even have the Mac version.

90% of the things in the ad were content creation.

 

[brianvictor7]

until iPad has a proper filing system, it will never replace my laptop

And a mouse option.

 

[ipedro]

It's more that what some people do with computers are a pain to do with an iPad.

You could probably build a house with a Swiss Army knife, but it would be an exercise in frustration and futility.

iOS is not inherently better "technology" than a desktop/laptop.

Again, speak for yourself. It's far more convenient and efficient for me to edit photos hands on, directly on those photos, than it is to use a pointing device. This is why photographers and graphic designers almost universally prefer Wacom tablets, specifically the Cintiq's that have a screen in the tablet. The 12.9" iPad Pro + Pencil is like a super light, completely portable and far more affordable Cintiq.

I also prefer writing on an iPad. I stand it up vertically like a letter size piece of paper. It's like watching a book come to life in real time on a page. Then, I export the PDF and mark it up with the Pencil while sitting back in a chair rather than hunched over a screen.

As technology evolves, some people stick to the comfort of their old ways, desperately clinging to what they're used to while others look at the possibilities that new technology provides and use it in different ways. And those ways invariably becomes the norm.

 

[oneMadRssn]

In the modern world these files exist online. No one is sending you a zip because they don’t need to. In fact many offices email servers block zip files due to them being containers for malicious files etc..

So you view the files online and edit them there. No copies are made to your drive unless you really need to download them to edit if you don’t have WiFi somewhere.

After editing you don’t have to send them back because the person who sent you the link can view what you’ve edited.

The problem you have is that you are thinking about a workflow that has been around for about 20yrs. Sending zip files. Sending documents etc.. having files on your machine.

The iPad and iOS are built for a new generation where the cloud is the computer and devices are essentially clients.

There are growing pains yes. And transition is hard. But Apple have stuck with it where others would have given up. And we are starting to see the benefits.

Admittedly this new world won’t work for some people who are stuck in the transition. And for that there are traditional computers like MacBooks and surfaces. However we can’t stop progress because it hinders a 20yr old work process which is only there because of the limitations of that era. (We zip files because they are large but if the files don’t need to move anywhere and stay in the cloud why do we actually need to zip files anymore?)

Skate where the puck is going to be as they say...

I think you overestimate how many businesses tolerate having working files in the cloud. As a backup, sure. As a means of transferring, sure. But I think it is still wildly irresponsible to store working files in the cloud.

First, the obvious concern is privacy and security. Medical? Need to comply with HIPA. Legal? Need to comply with ethics and many other rules. Financial? It's a whole alphabet soup of regulations. Doing business with the EU - a different set of rules. There are certainly cloud services that comply with each one, but they aren't quite as easy as iCloud is, and some aren't well integrated with iOS.

Second, many businesses do not trust their files to a third-party. What happens if the server goes down? What happens if their rates suddenly go up? Most companies still try to keep a lot of this in-house, especially large companies. Not only does it give them control over security and privacy, but it also gives them ultimate control.

I'm not arguing that progress needs to stop. I welcome it, daily. I always try to politely convince my employer to try new technologies. But progress isn't progress if it's actually worse. Not only am I not convinced that iOS is better for a large number of tasks, I actually think in many instances it's a significant regression.

For example: Only two apps displayed at once. That's a huuuuuge limitation. I didn't think it would be at first, but it wasn't until I tried using the iPad for my day to day work that I realized how limiting that was.

As another example: No shortcuts. They're ancient and not very user-friendly, but man did I miss being able to hit Ctrl-F or Ctrl-X whenever I needed to find or undo something. Not only does not every app have a search function, but even those that do, it isn't nearly as quick as a twitch of the fingers.

 

[RickInHouston]

Think about this:

The ipad has to ONLY NOT DO ONE THING to not make it a computer replacement.

and that will never happen.

 

[ctrlzone]

Well clearly this is how Apple is treating it's Mac product line, suggesting a media consumption device brings more/equal power. Must be working really well that they are even repeating this bs all over again.

this is not ********, iPad pro is faster than most computers on the planet, actually. so yes, it brings more power.
touch is way faster than mouse and keyboard, the convenience of a tablet is unbeatable in a daily workflow.
iOS is way more stable and reliable than any other OS, this saves a lot of money in a company, a lot!
id say this is applicable in 95% of all jobs that exist.
the only thing; there is still a lack of software, but development of professional apps is exploding right now.

this is the near future

and then how is apple treating is mac line ?
we have new macbooks new macbook pros, new imac, new imac pro, a new modular mac pro and a mini is in the pipes...

conclusion: apple treats macs well

 

[satchmo]

A computer allows you to work offline and save a document to local storage.

Perhaps I'm missing something but I can't even save a Pages doc without having to resort to some cloud storage.

Sometimes I'm working on sensitive files and rather be offline when I'm at the coffee shop or library.

 

[jujufreeze]

What's a computer? Not an ipad.

 

[cgsnipinva]

The point is the iPad is supposed to replace my need for a Mac.

I don't think that is necessarily true nor their objective. I think from a mobility perspective - the iPad is supposed to compliment your iMac and maybe replace a laptop in most use cases.

I use my iPad a lot for business and personal use. I still have an iMac as my primary computer to do certain heavy lift tasks - programming - large volume photo-editing and archiving, and working in my home office.

However, when I am on the road -- its my iPad Pro 12.9".

The original iPad was a content consumption device. Yes

But with iOS 11 and the the improvements to the iPad and related core software -- its capabilities are growing and will continue to do so.