Apple's new ad campaign for the Apple iPad focuses on apps

Apple's new ad campaign for the Apple iPad focuses on apps
Apple, looking to differentiate the Apple iPad from the competition, has changed the focus of the company's ad campaign. New billboards show an Apple iPad mini and a full-sized Apple iPad running specific apps from the App Store with the tag line, "300,000 apps for everything you love." Apple obviously plans on focusing on the large number of iPad-specific apps compared to the smaller amount of Android apps made specifically for Android powered tablets.

The headline on each billboard differs depending on the apps pictured on the pair of of tablets. "Elementary" is used to display school-related apps while "Ear Opening" is written above the picture of the two iPads running music related apps. When the Apple iPad mini and the fourth-generation Apple iPad were introduced in October, Apple's top marketing dude, Phil Schiller, showed off the difference between an app optimized for the Apple iPad and the same app on an Android tablet; the latter was merely a stretched out version of the smartphone app.

But Android has been in this position before, when the App Store first started and built up a rather commanding lead over the Android Market. Will history repeat itself? When Steve Jobs introduced the Apple iPad 2, he noted that there were 65,000 apps specifically optimized for the iPad at the time while pointing out that there were "at most 100 apps" for Android 3.0 Honeycomb. The fact was, there were only 17 apps optimized at the time for Honeycomb in the Android Market.

We expect to see Apple extend this focus on optimized Apple iPad apps to its next set of television spots for its tablets.

source: AppleInsider

Related phones

iPad mini
  • Display 7.9" 1024 x 768 pixels
  • Camera 5 MP / 1.2 MP front
  • Processor Apple A5, Dual-core, 1000 MHz
  • Storage 64 GB
  • Battery 4440 mAh
iPad 4
  • Display 9.7" 2048 x 1536 pixels
  • Camera 5 MP / 1.2 MP front
  • Processor Apple A6X, Dual-core, 1400 MHz
  • Storage 128 GB



3. nikenturd unregistered

LOL Apple blows. I guess those APPS is what all they got since theyre 1 year behind in technology.

25. darkkjedii

Posts: 31632; Member since: Feb 05, 2011

Apple blows to people that don't like apple, mainly close minded android fans who think only android matters. Millions of people enjoy their iPads daily, cuz to them apple doesn't blow... Sooooo really u just said that to say absolutely nothing, other than u don't like apple. Don't worry though, your android pals will give u plenty of lol's and green thumbs. By the way I typed this from my iPad 3 which doesn't blow.

71. Reluctant_Human

Posts: 913; Member since: Jun 28, 2012

He's just displaying the same bias you use towards anything non apple.

70. jsdechavez

Posts: 814; Member since: Jul 20, 2012

EXACTLY! APPS is all Apple has. They are so behind in innovation. They relied to long on refreshing the same old tired hardware design and UI that they need to really, really capitalize on their only strength, their app store.

4. BattleBrat

Posts: 1476; Member since: Oct 26, 2011

I posted this before, I post it again. I (stupidly) bought an ipod touch xxl (known to you as an ipad 4) And it is worthless, my Xperia Tablet S SMASHES this POS, I hear people saying that the Ipad is a better tablet than an Android Tablet, And they are FULL OF IT!!! The lack of a file system cuts the legs out from under it. and the lack off floating resizable apps further kills it OverSkreen browser is badass, and Floating Widget is equally badass. I can type something in quick office while looking something up in OverSkreen, while having slacker radio's control widget on screen (with floating widget) AT THE SAME TIME! Then i can using androids file system, transfer it to a memory stick using a $1 adapter With the giant iPod touch I can do none of this. IT IS A GIANT I POD TOUCH NOTHING MORE! $700 down the drain!

9. darkkjedii

Posts: 31632; Member since: Feb 05, 2011

Dude if it sucked that bad, them why did you keep it long enough for it to be monkey down the drain? You shoulda returned it man. It sounds like either you're really trying to bash the iPad, or you didn't act on the return policy, even after realizing u didn't like it. How long was it before you knew u didn't like the thing man? It really sounds like you asked for it.

11. Eonnaydra

Posts: 217; Member since: Oct 23, 2012

BattleBrat,you are an idiot. I have tested the Xperia Tablet S and it has an horrible screen,it is not stable,it lags sometimes even more 2-3 seconds.Let's be objective and unbiased.These kind of guys like you and all the apple or android fanboys ruin this tech site. And I'm not an fanboy,iPad is still the best tab on the market in every aspect,I must admit that,despite having a Nexus 7.

20. darkkjedii

Posts: 31632; Member since: Feb 05, 2011

I agree with you eonnaydra. I've tried other tablets, and my fiancé has a galaxy tab 8.9 running 4.1. The iPad UI is boring I admit that, but the core features and operability of the iPad combined with the apps, and Eco system are second to none. Also whatever apple is doing with software/hardware optimization is insane. The iPad needs a UI facelift, but the tablet in and of itself is the best you can buy rite now.

27. BattleBrat

Posts: 1476; Member since: Oct 26, 2011

The iPad, it is smooth, BUT IT'S USELESS! iOS makes for a craptastic Tablet OS it is too locked down, too simple, tablet computing for dummies it is, but you see, I HAVE A BRAIN! I know how to optimize my Android devices for battery life and performance AutoKiller and Juice defender are your friends. My tablet runs lean and mean. Screen looks fine to me, it isn't Retina,but I'm getting the next Nexus 10 when it comes (it'll be a toy tablet, not for school) 2-3 second lag? not on my tablet! Why dont I return the iPad? 1. iTunes U 2. There are some notetaking apps that are not on android that i liked on my iPod touch (the smaller one LOL) that prevent me from selling it. 3. If the iPad is the book, what will I word process on? I need two tablets.

32. darkkjedii

Posts: 31632; Member since: Feb 05, 2011

That fact that u need juice defender and all that stuff states that there's a problem from the get go. I don't need to optimize, and download juice defender. I just get great battery life out the box, and can do everything I need and want to do on my iPad. I think u just wanna bash apple, and want the attention u get from android nation when u do it. So I say have at it enjoy yourself. I'll enjoy my iPod xxl POS USELESS iPad LMAOOOOO

38. darkkjedii

Posts: 31632; Member since: Feb 05, 2011

I like how u say the iPad UI is useless, but its used by NASA, the NFL, MLB, hospitals, airlines, and elementary thru college...yet it's useless huh? Get over battlebrat, or should I just say brat lol. U hate apple and that's fine, thats your choice but don't hate so much, it makes u look childish dude.


Posts: 4851; Member since: Apr 13, 2012

Totally agree! In Saudi- Arabia and in middle east people all buy the iPad just to show off and think there cool, and this is thetrend showing I can afford it, what a joke ™®©

13. tedkord

Posts: 17480; Member since: Jun 17, 2009

Monkey down the drain. I know it was an auto correct, but the image have me a chuckle.

14. tedkord

Posts: 17480; Member since: Jun 17, 2009

*gave* me a chuckle. See. Friggin auto correct.

24. darkkjedii

Posts: 31632; Member since: Feb 05, 2011

I just read that and cracked up Ted. Wow monkey down the drain LMAOOOOO

29. lolioslol

Posts: 182; Member since: Dec 10, 2012

apple's novelties cannot be returned once opened, dumbass.

34. darkkjedii

Posts: 31632; Member since: Feb 05, 2011

Actually your the dumbass cuz apple will take back opened items long after the return period if they exhibit no outside or liquid damage. Dumbass android boy

21. darkkjedii

Posts: 31632; Member since: Feb 05, 2011

Also what made u even buy an iPod xxl if the Xperia S smashes it? This is an iPad 4 u bought, meaning u had three other iPads + the mini to learn from. Dude I hate to say it, but while I won't call u a liar cuz I don't know u...I will say u sound like a sucker dude.

30. lolioslol

Posts: 182; Member since: Dec 10, 2012

Says the guy that bought a Note II, got rid of it, and bought it again. Of course that never happened, you never had a Note II, but that's your fave story to tell.

33. darkkjedii

Posts: 31632; Member since: Feb 05, 2011

Say what u say but I know one thing. I sure as hell won't be trying to prove to u that I did. I could give a flying **** what u have to say. To b honest.

47. lolioslol

Posts: 182; Member since: Dec 10, 2012

I'm confused, I thought I was being ignored? LOL

5. frydaexiii

Posts: 1476; Member since: Dec 01, 2011

I really hate how Apple uses Apps as a selling point...Because 1) Almost 99% of their promoted apps weren't developed by them and 2) Almost 90% of their apps aren't free, this is like EA making players pay for a DLC ending after paying for the full game already. If it's not part of the package, don't promote it as if it was, or at least include a coupon or voucher to redeem like 20 paid apps for free or something. It really surprises me that people actually fall for this kind of marketing scam.

6. blingblingthing

Posts: 982; Member since: Oct 23, 2012

These ads are really intended for some poor uninformed saps. People that are informed shop around and can see their is android doing more for less.


Posts: 456; Member since: Nov 19, 2011

How many software programs are on the PC? billions, you don't see any focus on how many for the most prolific platform for over 20 years..why you ask? because most users use a handful of programs that suit their needs. Apple, iDon't care when you hit a billion apps.... 99% are useless... and 99% is a conservative estimate. Typical Apple trying to make a big deal about nothing useful and just a big bullet point

51. greathero1

Posts: 584; Member since: Jun 13, 2008

Well im pretty sure the developers who developed the apps love the attention associated with the advertising. This is a plus for developers in my book and nothing but upside to their bottom line can come from it. You have to see the bigger picture bro and chill in the Apple/google pissing contest.

72. frydaexiii

Posts: 1476; Member since: Dec 01, 2011

Where did I say this was bad for devs? I just said they're ripping off consumers by saying the iPad has access to 300 000 apps without a single mention of added cost of actually purchasing said apps.

66. 9thWonderful

Posts: 232; Member since: Jan 24, 2013

that's funny b/c at least 30% of their apps are either the new 100% is now 120% or you don't know what you are talking about. the "apps aren't free" argument worked back in about 2011 but now its not the case. i download plenty of free apps on both my iP5 & my iPad. have you actually used an iPad long enough to have a valid point or are you just talking? seems like you are just talking.

73. frydaexiii

Posts: 1476; Member since: Dec 01, 2011

Yeah, if you count freemium and trial apps....Believe me, when my friend went for national service, he lent me his iPad 2 for use for 2 weeks. And within that 2 weeks was the time I truly developed a deep hatred for Apple's bulls**t about having quality apps and blah blah blah. It doesn't friggin count when 99% of the time when I was looking for apps to do simple task, it would cost me money (I'm not friggin s**tting you when even a simple scientific calculator app which is a dime in a dozen available for free on Android cost $0.99). And worst, their trial apps...Their trial apps are basically nothing more than screenshots with a little buttons and sounds that comes from the real app. There was this one guitar app that I downloaded lite version of. Here's what their lite version does, It gives you access to random 5 chords every time you start the app, you can't save the positions and it's ridden with ads. Tell me, does an app like this that hardly does anything counted as a "Free" app to you? At least with Android, the lite version meant that it still does what it's supposed to do, but with ads and additional features locked (features like Tuner, etc), that's a trial app and can be counted as free. oh yes, freemiums, yeah sure the apps store is full of them...Tell me when you actually complete any of them without paying for any in game items with real money. Here's what happened to the iPad btw, I tinkered around with it for about 2 days and for the rest of the 12 days, it just sat on my living room table untouched until my friend came and took it back.

7. Nikolas.Oliver

Posts: 1574; Member since: Jul 01, 2012

Lol, i can use tablet optimized apps on my nexus, my gmail runs in two panel mode, paranoid android...

8. nikenturd unregistered

As an Android user , Apple hater and a musician I gotta admit iOs music Apps are pretty impressive, i wonder why these apps havent been ported yet (exclusivity perhaps)....haven't seen an Android music app (ie. guitar ) that worked smoothly well....

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