Apple Highlights Retina Display in New iPad Ad

| News

Apple aired a new iPad commercial Tuesday evening that highlighted the third generation model’s high-resolution retina display, and also showed off the tablet’s versatility as a research tool, content creation device, and multimedia playback platform.

Apple's Apple’s “Do It All” iPad commercial

The commercial happened to air on the same day that Microsoft unveiled its Surface tablet. Microsoft is pushing the tablet as a content creation tool while implying that other tablets — presumably the iPad — are just for content consumption.

While the third generation iPad is already shipping, Microsoft hasn’t said when its tablet offerings will be available and hasn’t said how much the devices will cost, either.

Apple’s new “Do It All” commercial can be streamed at the Apple website.

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Comments

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Microsoft is pushing the tablet as a content creation tool while implying that other tablets ? presumably the iPad ? are just for content consumption.

Yesterday I saw that same basic message on a billboard for Blackberry. A couple of music producers say, “We need tools, not toys.”

Interesting that this resurrects the 80’s-90’s PC disdain for Macs. Also interesting: the iPad seems oblivious to that disdain, rumbling right over the jabs more energetically than anything before it.

Odd, though: I’ve just watched the three iPad ads at apple.com. Despite the “Do It All” theme, all the ads do seem to support MS’s and RIM’s contention. They do show only consumption, unless you count Garageband or iPhoto/simple painting as content. From a business perspective, that’s hardly “Do It All.”

OTOH, even if the iPad IS mostly about consumption and recreation, then that’s perfectly fine in its own right. <facetious>It seems to have done alright with those limited uses<end facetious>. So if that’s a “toy,” then for our digital age it’s probably the most well-designed, diversely useful, delightful, elegant, FUN toys I’ve ever seen.

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