Apple steps up iPad 2 campaign to push functionality over hardware specifications
Apple has started airing a new spot promoting iPad 2 as a collection of "delightful, even magical" integrated functions rather than just a device with various hardware specifications.
The new ad continues the series of iPad commercials that have focused on its capabilities, with little if any mention of its hardware specifications. However, the new ad strikes a new sentimental tone portraying the device as being natural and intuitive to the point where the underlying technology vanishes.
"This is what we believe," the new spot says. "Technology alone is not enough. Faster, thinner, lighter; those are all good things. But when technology gets out of the way, everything becomes more delightful, even magical. That's when you leap forward. That's when you end up with something like this," fading to "iPad 2" in titles.
