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Apple shooting next-gen iPad ads with David Sims?

updated 12:15 pm EDT, Sat November 6, 2010

Apple rumored tapping David Sims for new iPad ads

Apple may have already turned to a well-known fashion photographer to shoot commercials for the next-generation iPad based on slips from those who were reportedly around the scene. The company was supposedly shooting in Manhattan's Pier 59 with Britain's David Sims, known best for ads for companies like Burberry (below). Details of the ad itself weren't mentioned, but the 9to5Mac insider noted that the iPads were all current models but would be edited afterwards to show the new models, suggesting the design would be the same size and just change the functionality.

Most now expect front and possibly back cameras on the iPad, along with performance upgrades such as a dual-core ARM Cortex-A9 processor and possibly a newer display.

The use of existing products as placeholders wouldn't have stopped Apple from requiring non-disclosure agreements and keeping security tight around the set.

While the report is uncorroborated, it would be consistent with Apple's recent tendency to choose high-profile directors to create and direct ads. Fight Club director David Fincher was responsible for shooting some of the earlier iPhone ads, while American Beauty's Sam Mendes shot iPhone 4 ads that were eventually confirmed to be FaceTime spots. Apple usually reserves these for major product revisions and may be setting expectations early.

The timing would also be consistent with the belief that Apple would have the new iPad ready early in 2011 and considerably earlier than April. The original was unveiled in January, but is known to have been delayed three months to get production levels up to sufficient levels.

by MacNN Staff



  1. debaser82

    Joined: Dec 1969


    iOS 4.2 features

    This is probably just a commercial showcasing the new iOS 4.2 features for the iPad.

  1. SergioRS

    Joined: Dec 1969


    Might be iOS 4.2, might not...

    Apple seems to have put quite some time and thought into the whole FaceTime product, and the iPad seems to be the only glaring omission in their mobile product line. I know that's the only thing that has kept me from ordering one.

    sidenote: wouldn't it be pretty spiffy if you could plug your Flip video cam (extension cable) into the AppleTV's USB port and make FaceTime calls from that? Hmmm....

  1. Grendelmon

    Joined: Dec 1969


    Who cares?


  1. testudo

    Joined: Dec 1969



    David Sims! I can't believe they've hired David Sims! We all know David Sims! He's like the bestest director ever! How they ever were able to get him to do commercials is anyone's guess. He must really love Apple's products, for you know he wouldn't just make commercials because he was paid to do it. No one involved with Apple does it for the money. It's for the love of the products!

  1. bredlo

    Joined: Dec 1969


    comment title

    Uh, that Burberry ad is just an old iPod ad without the silhouettes!
    Why are they paying this guy, they could've sued him instead!

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