About a month ago, I wrote a piece supporting Apple's then-new television commercial. "You won't even hear the words Apple or tablet or iPad" in this 30-second spot, I wrote. "'Now, we can watch a newspaper, listen to a magazine, curl up with a movie and see a phone call,' the deep-voiced narrator tells you. 'Now, we can take a classroom anywhere, hold an entire bookstore and touch the stars. Because now, there's this.'" Just this. No further specifications, no mention of memory or hard drive space or Wi-Fi or ports and plugs. The tablet isn't a device we need; we're buying them because they're beautiful and they make our lives easier. Apple gets that more than any other company with a tablet currently on the market.
That same narrator is back with this, Apple's newest commercial. It's another 30-second spot and all it shows us is more ways the iPad offers a newer, more convenient way of doing the things we're already doing. The old ad showed models watching movies, reading newspapers and making phone calls; the new ad, called "We'll Always," shows that, with the iPad 2, you can also telecommute, make home videos, share photos, find dinner recipes, stream sports programs and get lost in a good book.
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