updated 12:30 am EDT, Tue May 27, 2014
Web stories, video ads focus on music creation and travel documentation
Two new ads in the series of "Your Verse" iPad promotions were released by Apple on Sunday, each focusing on how users actively engage with the iPad to create or document rather than simply consume -- a regular theme of the series. The first, "Orchestrating Sound," details the development of an app to demystify classical music and showcases music creation. The second, "Exploring Without Limits," shows how seasoned travellers can record and enhance their journeys.
Along with the two new ads, Apple has redesigned the corresponding "Your Verse" promotional web page to offer a more media-centric experience -- from highlighting photos and videos to including links for all the apps mentioned in the iPad promotional series. In the case of the first ad, there is also a link to the iTunes Store for original music featured in the spot.
"Orchestrating Sound" profiles composer and conductor Esa-Pekka Salonen, who illustrates both his iPad-based working method as well as a new app he helped created called The Orchestra, which aims to help listeners explore select classical pieces beyond just the music itself. Salonen uses an iPad Air to help write compositions, employing Pianist Pro to play bits of the developing musical piece into the software, transfers them to his Mac for further refinement if needed, and then uses Notion on the iPad to play the piece as it would sound through an orchestra.
"I have this total freedom to go back and forth between my full studio and the most portable setup I can imagine," Salonen said. His full violin concerto is also available on the Your Verse website.
Travel wrier Cherie King is the subject of the second ad, "Exploring Without Limits," and profiles how she uses her iPad Air to help her with her travel, including apps such as Tripwolf, AroundMe and, BabelDeck (for translation) and Fotopedia to help her discover and explore new places. King, who was born deaf, says that her website and documentation of her travels (using tools like Maps, Camera, FaceTime, Messages, Wordpress and Notes, among others) helps other deaf or hearing-impaired people to realize that "they can do it too."
As with Salonen's story, King's adventures are showcased along with links to the apps she uses. Also featured are links to her various sites and social media pages.