Apple always launches thoughtful, worked and simple ad campaigns that show how their new products work. You do not have to be a ball, some campaigns have received criticism, but in general the company takes good note in originality with its spots.
But I think that the announcement that Apple has released a few moments ago on YouTube stands out a lot, and I think it has one of the best final phrases I've seen in a long time in an advertisement for the company. It is the new announcement of the iPad Pro, and makes clear the intentions that Cupertino has long term.
What is a computer?
In the ad we can see a girl spending the day with her iPad Pro around the city, using it for all kinds of things. Writing, drawing, reading comics, taking photographs, chatting and videoconferencing ... the interesting thing comes at the end, when a neighbor talks to the girl while he writes a document lying on the grass in her garden.
- What are you doing on your computer?
- What is a computer?
Seldom have I seen such a clear explanation of Apple in two simple sentences. That's what the company wants: that the next generation that is already growing now adapts to an era in which mobile devices are the absolute kings of the market. In which the concept of computer, in the general user, disappears.
How do you leave this announcement to the Mac? Well, not very well, everything has to be said. But neither should we deduce that the Mac is going to die. Apple computers will continue to be present, only to be focused on the more professional market while the iPad and iOS are evolving to cover all the needs of the general public.
In my opinion, one of the most effective ads from Apple that I've seen in years.