updated 11:48 pm EDT, Wed October 23, 2013
Same spots seen at yesterday's iPad Air unveiling
The three promotional videos created by Apple to showcase its iPad line and the new iPad model have now been made available on YouTube and the company's own website, with the third video airing on television as the first commercial for the new iPad Air. The first video, "Life on iPad," depicts the many varied ways people use what Microsoft calls "an entertainment device" for work in all walks of life. A second video discusses the iPad Air and how it was designed.
The most striking of the videos may be the third one, which has now debuted as a minute-long TV spot for the new iPad Air. In the ad, narrated by Breaking Bad star Bryan Cranston, a conventional pencil is seen on a variety of desktops, with narration extolling all the things that can be accomplished with such a tool. At the end of the ad, the iPad Air is pulled up from behind the pencil, emphasizing its thinness and again focusing on what people can and actually do do with the iPad rather than touting specific features.
In "Introducing iPad Air," lead designer Sir Jonathan Ive narrates a video about how the product came to be. He describes the iPad Air as the result of work begun years ago, presumably a reference both to Apple's bringing the A-series processors in-house as well as the practical engineering challenges of making ever-thinner batteries without compromising long uptimes. He is assisted by Dan Riccio (head of hardware) and Craig Federighi (software chief) who respectively talk about some of the hardware and software changes in the new model.
The video first seen in the presentation Apple gave on Tuesday, "Life on iPad," showcases the ways in which the iPad is used -- particularly in places where any kind of convention desktop or notebook would be awkward or impossible. For example, performing analytics inside a harvesting combine; capturing and then analyzing a video of a high-speed skater's performance; underwater exploration and in a busy restaurant kitchen among other situations.
While some of the uses seen are recreational (video of a hot-air balloon gathering, for example, or FaceTime on a mountain top), the majority of examples are productivity- or education-oriented -- in direct contradiction to Microsoft's recent assertion that only its Surface tablets are good for any "real work," while iPads were seen by the Windows maker as "entertainment devices."