Apple touts iPad as music creation tool in new ad featuring Elliphant
Apple dropped a new iPad TV spot featuring music creation apps just in time for the Grammy Awards, featuring Swedish recording artist Elliphant, UK producer Riton, DJ The Gaslamp Killer and Parisian film director So Me.
The new spot portrays Elliphant writing her song "All or Nothing" with the help of an iPad, and depicts Apple's tablet playing a role in recording, production, live performance and documentation, using the bundled GarageBand app along with third party titles including iMPC Pro, NanoStudio, Serato Remote and Manual Camera, all of which cost less than $15.
The ad reflect Apple's culturally aware Beats acquisition that has so deftly and competently targeted the youth demographic with a savvy understanding of the Los Angeles music scene. The tagline of the ad is "everything changes with iPad," and directs attention to a new iPad "apple.com/change" website.
Apple's iPad has been under relentless attack from tech media pundits for not eclipsing previous sales records set in the year before Apple had its large screen iPhone 6 on sale, despite the fact that the company continues to sell virtually every profitable tablet on the market in a climate where cheap hardware producers are dumping vast numbers of loss leader (albeit defective) Android tablets for as little as $50.
Asymco's Horace Dediu just tweeted (above) charts comparing the revenues of Apple, Google and Microsoft that highlight the fact that iPad regularly contributes revenues higher than Apple's Mac sales, which are in turn higher than Microsoft's Windows and Windows Live business.
Google doesn't report its mobile revenues or profits separately because virtually all of its revenues are tied to desktop PC ads. Samsung, the second largest tablet producer after Apple, also refrains from detailing its unit shipments or revenue related to tablets for similar reasons. Apple is the only significant company in the world that reports its revenues and unit numbers atrributable to tablet sales.
In the most recent December quarter, Apple reported sales of 21.4 million iPads generating $8.985 billion in revenue, noting "particularly strong growth in Greater China where net sales increased 70% year-over-year" and a year-over-year Average Selling Price decline of just 5 percent despite generally being priced significantly higher than competing tablet from other vendors.
Apple's Mac business in the same quarter sold 5.5M computers and generated $6.9B in revenue.
The new spot portrays Elliphant writing her song "All or Nothing" with the help of an iPad, and depicts Apple's tablet playing a role in recording, production, live performance and documentation, using the bundled GarageBand app along with third party titles including iMPC Pro, NanoStudio, Serato Remote and Manual Camera, all of which cost less than $15.
The ad reflect Apple's culturally aware Beats acquisition that has so deftly and competently targeted the youth demographic with a savvy understanding of the Los Angeles music scene. The tagline of the ad is "everything changes with iPad," and directs attention to a new iPad "apple.com/change" website.
Apple's iPad has been under relentless attack from tech media pundits for not eclipsing previous sales records set in the year before Apple had its large screen iPhone 6 on sale, despite the fact that the company continues to sell virtually every profitable tablet on the market in a climate where cheap hardware producers are dumping vast numbers of loss leader (albeit defective) Android tablets for as little as $50.
Google, Microsoft and Apple.
Revenues by Revenue Source. pic.twitter.com/6zdGeNj3TF
-- Horace Dediu (@asymco) Asymco's Horace Dediu just tweeted (above) charts comparing the revenues of Apple, Google and Microsoft that highlight the fact that iPad regularly contributes revenues higher than Apple's Mac sales, which are in turn higher than Microsoft's Windows and Windows Live business.
Google doesn't report its mobile revenues or profits separately because virtually all of its revenues are tied to desktop PC ads. Samsung, the second largest tablet producer after Apple, also refrains from detailing its unit shipments or revenue related to tablets for similar reasons. Apple is the only significant company in the world that reports its revenues and unit numbers atrributable to tablet sales.
In the most recent December quarter, Apple reported sales of 21.4 million iPads generating $8.985 billion in revenue, noting "particularly strong growth in Greater China where net sales increased 70% year-over-year" and a year-over-year Average Selling Price decline of just 5 percent despite generally being priced significantly higher than competing tablet from other vendors.
Apple's Mac business in the same quarter sold 5.5M computers and generated $6.9B in revenue.
Comments
Another positive article about Apple by Mr. Dilger? Yet another puff piece? Let the sniping begin. The iPad is actually an epic fail by Apple since its sales are slipping, right? The fact that, as this article points out, the iPad sells more than Macs, sells more than any other tablet (because Google and Samsung refuse to report sales for obvious reasons) is irrelevant. It’s the epic fail that isn’t being reported here. Therefore Dilger is to be denigrated and made fun of.
Buffering problems, crashing apps, etc. with the heftier apps Such as Animoog, Alchemy (RIP), Audiobus, etc.
Synths that worked great in iOS 7 are now sputtery, distorted mess since iOS 8 was released.
Nevertheless, it's great that Apple realizes that music production is a VERY big market for iPads.
F
I'm curious to know how Jony feels, obviously he loves design purity, but he also wants his stuff to be loved, and if you're putting a sticker on it, you probably love it.
... The iPad is actually an epic fail by Apple since its sales are slipping, right? ...
Would help sales were people such as I, still using the first generation iPad, to upgrade. I wonder how much though?
Probably. I wouldn't put a sticker on my iPad because I use it way too much (I've actually worn the finish smooth on the back) but I do have a sticker on my MBA.
The only other one I've wanted is simply a black overlay for the Apple logos on the side of the G5/Mac Pro tower case.
It's not a bubble, it's a market.
Wow so Apple is featuring stickers on the iPad now?
I'm curious to know how Jony feels, obviously he loves design purity, but he also wants his stuff to be loved, and if you're putting a sticker on it, you probably love it.
I'd wager that Jony Ive couldn't give a flying f**k about who puts what sticker on which object.
To be honest when I first bought it, I was hyped on iBooks and surfing the net but later on it just became a secondary device after I bought a MacBookAir. Main reason was the resolution and screen size differences. If there was somehow a bigger iPad then I would be in the market for that! Was glad to see RAM being increased in the IPad Air 2 so at least I know this is now the bare minimum spec in future iPads.
I also own an iPhone 6 Plus.. I compared this to an iPad mini and decided that is was a worthwhile decision since everything I do on iOS can be done just as well on iPhone 6 Plus. So I guess that's where some of the cannibalisation is.
1) How about peaked instead of plateaued?
2) I could see a 12.x" iPad increasing the revenue, profit, unit sales, and ARP over what we've seen before, but I'm not sure that will happen with the current size options. I personally feel that the iPad will be holding a strong profit maker for Apple for a very long time to come, and not be on the decline we saw with the iPod soon after the iPhone arrived.
Another positive article about Apple by Mr. Dilger? Yet another puff piece? Let the sniping begin. The iPad is actually an epic fail by Apple since its sales are slipping, right? The fact that, as this article points out, the iPad sells more than Macs, sells more than any other tablet (because Google and Samsung refuse to report sales for obvious reasons) is irrelevant. It’s the epic fail that isn’t being reported here. Therefore Dilger is to be denigrated and made fun of.
The sales are slipping less than the market, especially the top of the market. So, how is it a fail? It still sells 20M a quarter. Most companies wish they had 1/10 that level of success in their failure ;-).
Apple needs to fix the audio distortion issues asap!!
Buffering problems, crashing apps, etc. with the heftier apps Such as Animoog, Alchemy (RIP), Audiobus, etc.
Synths that worked great in iOS 7 are now sputtery, distorted mess since iOS 8 was released.
Nevertheless, it's great that Apple realizes that music production is a VERY big market for iPads.
F
Isn'T it possible that the apps themselves are the problem?
I disagree.
I think the iPad is hugely successful and is the future of computing. I always enjoy Daniel's erudite articles.
The only puffing I can see is that caused by your huffing.
Don't worry, Apple, I'll be upgrading my hot and heavy iPad 3 to an iPad Air 3 later this year. My cycle appears to be every 2-3 years.
So design purity means you can't love your iPad?
Got it.
Now, you can buy a music studio for $15, that allows you to create beautiful masterpieces that, if you're lucky, will make you $15 on Spotify in just your first year!
What an enticing prospect.
If MicroSofty had 1/10 the sales of the iPad they'd have sold twice the number of Surfaces then they did.
Id Samsung sold 1/10 the sales of the iPad, they still would exaggerate the real number.