Apple has dropped a brand new ad to introducing its revamped flagship iPad Pro models.
The spot, created by TBWA, offers “A Beginner’s Guide to Proper Computing” narrated by a British voice from the late 1940. While the lady gives instructions for correct computer use, a diverse cast using the new iPad Pro are shown doing exactly the opposite things. For instance, when the voiceover recommends users to start by taking a seat at their desk, a young woman is featured sitting somewhere in nature, with the iPad in her lap, and then laid back on a bench. While the guide instructs people to focus on only one task at a time, the iPad gives them the chance to multitask, when users are forbidden to touch the screen, iPad users can touch its Liquid Retina display with their finger. In addition, they can also use the device with the all-new Magic Keyboard with built-in trackpad (coming in May), or with Apple Pencil, can take photos with the Wide and Ultra Wide pro cameras and experience augmented reality with the new LiDAR Scanner.
“You have now learned the basics of computing. Follow these instructions precisely and enjoy using your computer correctly,” the voiceover says toward the end of the video, which sees the lines “Your next computer is not a computer” flashing across the screen.
The soundtrack is “Jam for Bwengo (Senbeï Remix)” by Naran Ratan.
Running the newly updated iPadOS 13.4, the 11-inch iPad Pro and 12.9-inch iPad Pro are now available for pre-order at prices starting from $799 and $999, respectively. Both models, as well as the required iPadOS 13.4, will be available beginning March 24.