Apple’s new iPad ad: “Change” is in “Air”

Apple tossed out a new ad for the iPad Air 2, following a celebratory motif that is found in other Apple ads. In this latest ad, we are treated to all the different ways people use an iPad, which as you can imagine, is quite varied given how big the ecosystem is for iOS devices.

The theme of the ad is “Change,” but the underlying current is “thin,” a message conveyed via the ever growing white letterbox borders filling the screen from the top and bottom. The music bed is a song titled “Who Needs You,” by The Orwells.

Tablet sales are trending very limited growth in the years to come, so we may see a bit more aggressive marketing by Apple as we get into a final pattern of the holiday shopping season. Along with the hardware, iTunes and its wide app selection will likely be part of the message from Cupertino as well.

If you have been thinking about adding the Apple iPad Air 2 to your list for the holidays, check out our review. The tablet competition is fierce, but the iPad Air 2 more than holds its own with sharp design, fast performance, and premium build quality.



1. vincelongman

Posts: 5677; Member since: Feb 10, 2013

The changes are in the right direction, but not enough in tablets yet for me However the iPad Pro sounds very interesting (if running touch friendly Mac OS X) IMO hybrids are going to replace tablets very soon and ultrabooks eventually (but not high end laptops or desktops of course)

2. rockers123

Posts: 137; Member since: Sep 08, 2013

You can even control the sheeps wit iPad (0:58) ... Serously?

6. srgonu

Posts: 540; Member since: Feb 13, 2012

That's what is happening around. Sheeps are controlled.

3. nlbates66

Posts: 328; Member since: Aug 15, 2012

yes, they'll release a 12.2" tablet and then sue every other company that has had them on sale for the past year or so.

4. 0xFFFF

Posts: 3806; Member since: Apr 16, 2014

Apple seems really desperate to give people some reason to buy an iPad. The commercial made me laugh as Apple tried to hit as many demographic segments as possible within a short time. We never get a bigger idea of what all those different people really do with an iPad, but heck, it must be more cool stuff, right?

5. HansGoneInsane unregistered

Due to its great App-Ecosystem, the iPad simply can offer something to any segment.

7. AlikMalix unregistered

I think it's desperate when a company talks more about competition and their consumers than their own product in commercials..

8. AlikMalix unregistered

To be honest, here's my rant... I love the Note 4 Pen - it is crisp, useful, and you dont have to carry one around in a pocket... I like my selection of pens, pensil, and brush for my iPad, but none are built in and are app-centric only, unlike S-pen which is OS-level, and S-pen is more precise than my 3rd party pens (but they're all cheap). I have an iPad3 - runs great on iOS8 (shipped with iOS 5 - so it will last a long time) but the convenience of a built in stylus is almost a gamechanger (the Android/TouchWiz part is a deal breaker)... SO..... I've decided - I will not buy another iPad if it doesn't have a built-in "iPen" that's as good as Note4's S-pen (not Note3 or below - those are worse)... rant over...

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