Apple's latest iPad Pro ad asks, 'What's a computer'
In a continued push to position iPad Pro as a full-fledged laptop replacement, Apple on Monday released a short TV ad touting the tablet's benefits over traditional portable machines.
Titled "What's a computer," Monday's 30-second spot offers a brief rundown of iPad Pro highlights, including a stow-able keyboard, multi-touch display and handwriting input via Apple Pencil. The result, Apple argues, is a much more flexible platform than rigid keyboard-and-screen designs.
"Just when you think you know what a computer is, you see a keyboard that can just get out of the way, and a screen you can touch and even write on," a narrator says. "When you see a computer that can do all that, it might just make you wonder, 'Hey, what else can it do?'"
Apple is working hard to create a narrative for iPad Pro, one that positions the tablet as part workstation, part play station. Historically, tablets are viewed as mere content consumption devices, as they lack the hardware and software assets required to run professional applications.
As seen in today's advertisement, which showcases the 9.7-inch iPad Pro, Apple believes its latest tablet solution can be a viable work machine. Aside from advanced hardware technology like Apple Pencil and a built-in touchscreen, iPad Pro is made more capable through unique software integrations found in iOS 9. For example, the latest iPads Pro can handle quick multitasking, two-up Slide Over app views and even picture-in-picture video.
AppleInsider found the most recent 9.7-inch iPad Pro release a worthy successor to the iPad Air 2, noting new hardware like Smart Connector and Apple Pencil open the door to professional grade applications. in it current iteration, however, power users looking for a true laptop replacement might find the iOS ecosystem a bit wanting.
Titled "What's a computer," Monday's 30-second spot offers a brief rundown of iPad Pro highlights, including a stow-able keyboard, multi-touch display and handwriting input via Apple Pencil. The result, Apple argues, is a much more flexible platform than rigid keyboard-and-screen designs.
"Just when you think you know what a computer is, you see a keyboard that can just get out of the way, and a screen you can touch and even write on," a narrator says. "When you see a computer that can do all that, it might just make you wonder, 'Hey, what else can it do?'"
Apple is working hard to create a narrative for iPad Pro, one that positions the tablet as part workstation, part play station. Historically, tablets are viewed as mere content consumption devices, as they lack the hardware and software assets required to run professional applications.
As seen in today's advertisement, which showcases the 9.7-inch iPad Pro, Apple believes its latest tablet solution can be a viable work machine. Aside from advanced hardware technology like Apple Pencil and a built-in touchscreen, iPad Pro is made more capable through unique software integrations found in iOS 9. For example, the latest iPads Pro can handle quick multitasking, two-up Slide Over app views and even picture-in-picture video.
AppleInsider found the most recent 9.7-inch iPad Pro release a worthy successor to the iPad Air 2, noting new hardware like Smart Connector and Apple Pencil open the door to professional grade applications. in it current iteration, however, power users looking for a true laptop replacement might find the iOS ecosystem a bit wanting.
Comments
I use both an MBP15 and the iPad Pro for both both work and play. At work, it's 80/20, respectively. At work, and during travels, it's the iPP 80, MBP 20. I love both. But to suggest that the iPP is generically a substitute for a laptop is silly. And false. For starters, the iPP does not allow for the ability to transfer folders, just files. That's often clunky for my needs. There are certain key types of common software I use in my work -- SAS, Stata, simulation software -- that are just not a possibility on the iPP. Finally, while it's nice to be able to multitask between two different apps, I often need more than two, and the iPP can't handle that.
The real estate industry got by with so much crap for so long...I remember having to run Parallels with XP on my iMac (slowly) b/c MLS, ZipForms, etc., only supported Windows. Hell, I remember having to have a telephone landline so the Lockbox key could update every night. And I had to have a Multi-function printer so as to Fax contracts. Ugh!
Oops! Sorry. Went off there for a little bit.
I think it was Schiller who said recently, Apple wants you to use your iPhone, and if you need a little bigger screen, use your iPad, and if that's not the best fit, use your MBP and if that's not doing it, use your iMac. I agree w/ him. As Neil said in the Ai Podcast the iPad didn't replace the PC, but the iPhone in your pocket did. I kind of agree w/ that. It's about "screens." I wonder, if at some point, we end up carrying the iPhone and have "dumb" iPad sized screen at home on the couch and another one at the office. Hmmmm.
Best
Steve Jobs would agree with you. Let's not forget this slide of his from the iPad keynote:
I actually had to purchase a MacBook Pro so I can see my film editors work (granted I've been using Macs all of my my life, now I just prefer an iPad in my professional life as I'm more productive with it.)
Modern computing is all about being able to "work" wherever, whenever, and as opportunistically as possible and with very few compromises. It's not and never will be about one size fits all for every task. Having several different Apple form factors to choose from and making more and more content, of both production and consumption variety, portable across more platforms is a blessing that accentuates the Apple Advantage. Whether it's a handheld form factor or the iCloud, it's all part of the contiguous computing fabric that exists today. This diversity in computing capability and portability will only get wider and better in the future. New form factors will appear and existing form factors will evolve.
The cliche arguments and blog stock answers about what is production and what is consumption are moot unless you want to stay firmly entrenched in the past. It's not a zero sum game and overlaps in capability and capacity will continue to fluctuate. Eventually the legacy apps will fade and be replaced by modern apps that leverage a wider swath of the computing fabric. But there will always be certain computing form factors that have situational advantages over other form factors for specific purposes, times, and places. And no, nobody is going to take away your big desktop box with 2D graphics. It may become less relevant or harder to justify, but it'll still have a place just like antique cars still have a place, like in parades, car shows, old timer reunions, museums, movie re-creations, etc.
So is a Cray XC.
So is an iPad.
Maybe you're being too restrictive.
Sometimes you want to dance rather than dig a trench.
Embrace the power of AND.