Over the last few days, Apple has released four new iPad Pro ads that take the messaging for the line in a little bit of a different direction. Where the last ad from six months ago compared the iPad Pro to a computer by showing off ways that it could perform similar tasks, but in a more portable and easier to use package, the new commercials are all about contrasts between the two.
Here is the previous commercial, What’s a Computer? for reference:
And the four new ones:
Better Than a Computer
Don’t Hunt for WiFi
Do More with Word
No PC Viruses
Apple is going back to highlighting some of the unique advantages of the iPad, with the focus of the commercials placed on the availability of built-in LTE, the fact that viruses aren’t really an issue on iOS, and the capabilities of the Apple Pencil. Honestly, I REALLY like this shift in strategy. It’s a losing battle trying to position the iPad Pro head to head against a computer on the PC’s home turf. While a device like the Surface Pro is a full-fledged computer with tablet features added, the iPad is better positioned as touch-first tablet with computer features added to show it in its best light.
Another interesting aspect of these commercials is the fact that they come almost a year after the release of the 9.7″ iPad Pro. Apple isn’t in the habit of doing commercials for product categories that are about to be upgraded, rather waiting until after updates are released and featuring the updated products. As such, it will be interesting to see how these commercials line up with all of the iPad rumors out there now, or if they indicate a potential delay in the release of any new or updated iPads.