Apple iPad Ads Highlight Wealth of Applications
The latest ads seem to be a bit of a departure from Apple’s minimalist approach, featuring more upbeat music and a faster pace.One of the savviest technology companies on the planet released two television commercials aimed at convincing consumers to pick up its iPad and iPad mini tablets. The two commercials, titled “Alive” and “Together,” highlight the software operating system and ecosystem of applications that help make Apple’s hardware so desirable. The fast-paced ads, which are accompanied by a bouncy musical score, showcase the various capabilities of the tablet. Like everything else with Apple, the company’s advertising strategy is always closely scrutinized, and the latest ads seem to be a bit of a departure from Apple’s minimalist approach. In addition to the new TV spots, Apple also debuted a new line of print advertisements also aimed at highlighting the wealth of applications designed specifically for the tablet. Apple is facing increased competition from other tablet vendors like Samsung and Amazon, but remains the clear market leader. Apple's tablet sales were driven by strong demand for the iPad Mini. With a recent Canalys report estimating that the 7-inch device made up more than half of Apple's total tablet shipments, owing to an attractive price point (a debatable point of analysis) and compact design, which the firm said has led to "significant cannibalization" in the iPad range and the wider PC market.
The 2012 holiday quarter also marked the first time Apple has not controlled half the tablet market; the company's share stood at 49 percent at the end of 2012, despite record shipments. Including iPad sales, worldwide PC shipments increased 12 percent year-on-year in the fourth-quarter to reach 134 million units.