Here's how Apple shoots and edits iPad Pro video ads... on an iPad Pro

by Peter Kostadinov / Jan 29, 2019, 6:52 AM

While people rarely question how a specific ad spot was shot, edited, and shaped into the captivating form of short video footage that it is, the fact that all of this could be done on just one device is enough to spark up the attention. That's exactly what Apple did for its latest iPad Pro ad spot.

The Cupertino tech giant decided that the best flattery it could give to its latest benchmark-cruncher is nothing else but a chance to demonstrate its multi-functionality and productivity prowess. In essence, Apple's latest ad is basically a behind-the-scenes clip showing how a few essential video ads were previously made entirely on an iPad.

That's a very meta thing of Apple to do, but admittedly, the fact that you can shoot, edit, animate, and even produce a musical score for video ad on a tablet without that much hassle is rather telling. That's one of the ways to substitute your expensive video-production setup for a powerful device that fits in a messenger bag.

And here's the most popular iPad Pro ad that has been shot and edited on the same iPad:

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6 Comments

1. Phonehex

Posts: 759; Member since: Feb 16, 2016

I'm sure most of the iPad pro buyers would anyway have the skillset to do all the above. Very easy and simple.

posted on Jan 29, 2019, 7:07 AM 0

6. worldpeace

Posts: 3129; Member since: Apr 15, 2016

You forgot the "/s"

posted on Jan 30, 2019, 12:38 AM 0

2. RoboticEngi

Posts: 1251; Member since: Dec 03, 2014

And are we sure they did it? GSMARENA has a very funny article about apples "shot on iPhone XS" video, where they doubt it has only been done on an iPhone Xs.

posted on Jan 29, 2019, 7:36 AM 0

4. Xxtoxicskittlexx

Posts: 189; Member since: Jun 11, 2018

Exactly! Did you see the "Chinese New Year" shot on iPhone video? That depth of field and background blur in shots isn't possible with any smartphone right now. You know how Apple gets away with this and markets as "shot on iPhone" the tiny little disclaimer at the bottom. There were a few shots that were filmed on the iPhone and they are noticeable. Until there is a Twitter storm about demanding answers Apple will get away with it. I don't have any issues with Apple. As a filmmaker myself it bothers me when people are provided false advertising.