iPad Life : Apple’s New iPad Pro Ad

“What’s a computer?” she asked.

I love Apple’s new ad for the iPad Pro. It shows a young girl using her iPad throughout the day. It starts with her grabbing it off the floor, working on schoolwork with Word, drawing with Procreate, using Goodnotes, and reading a comic on the way home. At the end, her neighbor asks her, “What are you doing on your computer?”

“What’s a computer?” she replied.

What I love is everything they showed her doing wasn’t bullshit. It’s all stuff you can do on an iPad. It’s all stuff I’ve done on an iPad. It’s not some bizarre video that only works in certain conditions that most people can’t replicate. It shows the iPad isn’t a computer, that boring, old, heavy, kludgy thing her parents use.

It’s not a promise for the future. She seamlessly switches between apps, drags a photo in Message and uses her Pencil at various times during the day. My favorite part is around the 30 second mark where she is using the iPad with a Smart Keyboard on a glass counter at a cafe while she waits for her order. When she is ready to leave she smacks the iPad down into the folded position by lifting it up and giving it a practiced smack down that and folds the keyboard under the iPad. The movement reminds me of an Arthur Fonzarelli moment.

The spot also shows off what I consider to be the canonical iPad setup: iPad with the Smart Keyboard and Pencil.

I’ve watched this spot so many times. It’s everything I love about how Apple markets their devices — a little short film showing how people actually use the damned thing.

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