Apple Gets Serious About The iPad’s Creative Power In New Ad


Apple aired a new iPad advertisement during the NFL playoff game between the San Francisco 49ers and the Carolina Panthers today, and it’s all about creativity. It’s no secret that Apple wants to push the creative aspect of its mobile devices, which are still seen largely as consumption gadgets, and this new ad embraces a grand vision of iOS as fertile ground for inspiration and creation.

“What will your verse be?” is the tagline for the ad, and the idea is that each person gets to contribute one verse to the overall poem of human experience (which is a terrible poem by the way). The iPad in the commercial is used in a number of different creative capacities, including as a filming accessory, as a prototyping tool, as a means for writing, and as a way to 3D prototype and work in the depths of the ocean.

It’s telling that…

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