iPad Air | transitioning from Content Consumption to Creation

To speak to a comment ”but the action to buy was not taken for practical reasons (waiting for the right money, time, effort, reason”.
Not so long ago people would line up to buy iPad with seemingly no thought whatsoever to the practicality of doing so. In one of the above posts, Mindy said ”I am an avid iPad user, and still felt inspired to go out and buy the new version - although I didn’t.”
What changed? Why even hesitate this time around?
I was waiting until the iPad went high-res. When it did, I still held back. I became interested again with iPad Air…but something has changed in my priorities. I would rather buy a MacBook Air now. Why is that? That very question helped me realize that there is something fundamentally different about the way iPad Air is being presented to the market. There’s a keydifference in how iPad is currently being used compared with how MacBook is being used…and Apple realizes this. They are trying to address that difference in this latest ad. iPad is largely a content consumption device andMacBook is largely a content creation device. I think Apple knows that the novelty of a touchscreen content consumption device has worn off. Their challenge is to inspire everyone to start using iPad for content creation. When you look at what they’re trying to communicate in the ad, it’s all about content creation and collaboration — often in-situ, on-site, in-the-field:

• composing a photograph at the falls


• marking up stills in video to analyse hockey passes during practice


• enhancing live music


• locating someone during a rescue mission


• referencing engineering drawings on site at a wind turbine


• designing layouts for shooting video in situ


• analyzing storm patterns in the field


• taking iPad into the field to study nature


• sketching inspirations from the cathedral interior on location


• using iPad to find bearings on location in snow capped mountains


• orchestrating the Marching Band synchronization in the field to ensure the perfect aerial dinosaur shape


• using 3D CAD simulations to design robots in the test lab


• making movies of sports and arts - hockey, sumo, or dancing on location

That’s why there’s so much emphasis on “contributing a verse”. Apple is saying think different…think bigger…instead of just consuming content, go forth and create…go forth and contribute a verse (using iPad).