Apple’s latest iPad Pro ad asks, “What’s a computer?”. 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.
Apple ends the ad with the tagline “Imagine what your computer could do if your computer was an iPad Pro,” positioning the powerful tablet as a viable PC replacement. Today’s new video is the first iPad Pro ad Apple has released since its “A Great Big Universe” spot that debuted following the announcement of the 12.9-inch iPad Pro.
Historically, tablets are viewed as mere content consumption devices, as they lack the hardware and software assets required to run professional applications.
As of March 2016, Apple sells two iPad Pro models, available in 9.7 and 12.9-inch sizes. Pricing for the 9.7-inch model starts at $599 while pricing for the 12.9-inch model starts at $799. The high selling price of the iPad Pro led Apple to see its first iPad revenue growth in 10 quarters during the third quarter of 2016.