Apple updated its YouTube Apple with a new advertisement named “What's a computer” to promote its iPad pro. The advertisement features Apple’s rose gold 10.5 inch iPad pro and a young girl carrying it. This is the first time the company is heavily promoting its iPad. The idea behind the advertisement is quite clear, Apple wants to convey that the iPads will replace the computers in the coming time.
The Apple advertisements focus on the features of the iOS 11 used by the girl on her iPad Pro. A smart keyboard and Apple pencil are also connected to the iPad in order to show what the device can do. There will be a time when you don't even remember about the computers, says Apple via an ad.
In the 1 minute 8 second video the girl never sits ideally, she seems always on the move with her iPad. Throughout the ad, the girl could be seen talking to her friends using FaceTime and writing on the screenshot using the Apple Pencil. She also takes the Snaps from the rear camera and write text in word, illustrates images, read comics. This is to promote the advanced features of iOS such as the Dock interface, sharing the annotating screenshot with others. She also browses her photos and drags and drop a photo from the gallery to iMessage while using the FaceTime, the multitasking capability of iOS 11.
Apple is focusing on the marketing and promotion of the iPad and its features accessible with iOS 11. Earlier this year, the company has launched an ad which featured the Tweets from the frustrated PC users. The furious PC and laptop users were sharing their issue and problems with computers. The advertisements went viral on the social media platforms such as Instagram, Facebook, and Twitter that got Apple in news for a while for its iPad promotion.
With this advertisement, Apple wants to target the PC and laptop users and let them know that iPad is all they need. At one place in the ad, the girl’s mother asked her “what are you are doing on your computer”? , then “What is a computer” she replies, the part shows that the company believes that its iPad is going to take over the computers in the future and make them a long forgotten history. This is not the first time Apple is telling people how they can explore its products using the media channel. In July, the company also launched an advertisement featuring The rock also known as Dwayne Johnson, popular Hollywood actor. The advertisement was about using the Siri effectively in an iPhone.
Apple has never sold its products with the advertisement theory it tends to promote a new way of living to the consumers.