Seems to me these ads and emails are Apple saying "iPad is more than just a consumption device", not "replace your Mac with an iPad". Microsoft is trying to portray Surface as the ultimate device. One stop shop for everything you need. Apple is not doing that with iPad although they know a lot of people have ditched their laptop for iPad. This is reminding people there's a lot more you can do on your iPad besides watching movies, surfing the internet and playing games.