Apple's come up with two cool new ads for their latest campaign, which has to do with iPads. Part of the 'Your Verse' campaign, they're focused on the cool stuff people do with iPads. In this case, they've chosen to highlight composer and conductor Esa-Pekka Salonen and travel writer Cherie King.
If you've seen the first Your Verse ad, you might have heard Robin Williams quote from his monologue in Dead Poets Society: "The powerful play goes on and you may contribute a verse. What will your verse be?"
A reminder why iPads are cool
For Salonen, a Finnish composer, the iPad isn't merely a music creation tool - he himself is behind an app created to promote classical music.
The app, called Orchestra, demonstrates the kind of capabilities unique to the iPad: high quality films of eight performances are viewed from the perspective of the conductor and of the most active players and instrumental sections in each piece. Users can choose to see the full score, a condensed score curated by Salonen, or a simplified score. All the while, BeatMap highlights the active instrumental sections note-by-note, educating while entertaining.
One space that iPads has dominated is the music creation sector - Android as an OS is still less than ideal for music creation, plagued by audio lag that is only now being really addressed. Music creation apps like digital audio workstations (DAWs), synthesisers and the like are far more numerous on the iPad as compared to the rather small selection for Android.
For travel writer King's segment, King demonstrates how being deaf does not prove a hindrance with the help of technology. Her iPad helps her navigate, translate and communicate while on the go in her video.
To be honest though, much of what King does in her video are things she could probably do as well on an Android tablet or even an Android phone for that matter. It doesn't quite demonstrate the iPad's strengths as much as Salonen's clip.
But with the iPad's dropping sales, you can't blame Apple for highlighting as many ways you can use an iPad as a useful tool as opposed to just being a really easy way to watch YouTube videos on your couch. People don't upgrade tablets as frequently as they do phones and everyone who really wants an iPad probably has one by now and isn't likely to upgrade no matter how thin and light an iPad Air looks.
If you do happen to be in the market for an iPad, why not check out our neat guide on which iPad is for you?