Amaya Toman Advertisements have been an integral part of Apple's business for many years. The fact that Apple is good at advertising in the overwhelming majority of cases was already proven in 1984 with its iconic Orwellian spot promoting the first Macintosh. In today's article, we decided to take a closer look at iPad ads - and that they have been blessedly created in the ten years of its existence on the market. Thanks The Apple Archive we were able to look at most of them and remember what news Apple promoted through them.
2010: Meet the iPad
2010 was the first year of the iPad. It is therefore logical that Apple had to focus more on communicating what the iPad actually is and what it is used for in its advertisements. The commercials of that time had a very simple, direct, understandable message - Apple, for example, released a series of advertisements called "iPad is...". While in the video titled "iPad is Amazing" shows in a nutshell and in a very tempting way everything that can be done with the new tablet in TV commercials with the names "iPad is Musical", "iPad is Electric" a "iPad is Delicious" presents the features of the new iPad in a little more detail.
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A series of comprehensibly presented was also a matter of course instructional spots, enlightening users on the basics of using the iPad, and it couldn't be missing either video lesson, in which then chief designer Jony Ive and other personalities from Apple speak. In the year when it introduced its iPad, the company held back in advertising and opted for simple shots, introducing the tablet itself and clear, direct messages.
2011: Something for everyone
In 2011, everyone already had at least an idea of what Apple's iPad had to offer. Therefore, the company began to focus more on the benefits that the iPad means in its advertisements ordinary users as well as for professionals. In one of his advertising spots, he emphasized his contribution in education, but he also emphasized the emotional side in a number of videos development i subsequent use your tablet. In short, Apple tried to convince users in 2011 that if they love what they do, they will absolutely love (and need) their iPad. He emphasized that the iPad is a tablet that satisfies almost all the senses. 2011 was also a year of balancing, which Apple summed up in another one of the videos. Of course, there was no shortage this year either the introduction of a new model or his more detailed inspection. The novelty was the Smart Cover, which Apple also promoted in advertising spot.
2012: Welcome, little one
The year 2012 at Apple was marked, among other things, by the arrival of the iPad mini (and the corresponding Smart Cover), so we will focus mainly on it in this paragraph. Since it was a brand new product, Apple understandably had to to properly rebuild the public.
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There was no shortage either playing on feelings in a Christmas commercial, example of working with photos or maybe reminder, that the iPad is a great tool for reading books. In most of these spots, Apple showed the features of the iPad mini and, by showing it side by side with the classic iPad, indicated that the iPad mini is smaller, but not less capable than its larger sibling - it presented both tablets more like teammates. But the performance was not left out either the next generation of the classic iPad s emphasizing the features of its display and a reminder that it can be done on the iPad really do everything.
This is how Apple promoted its iPads on billboards and other places:
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2013: Light as air
While the novelty in the field of tablet applications was the iPad mini in 2012, the iPad Air came a year later. Apple promoted it in print, outdoor and media campaigns, and it became well known to the public, for example "pencil video", the spot introducing the world was also successful features of the new iPad Air. Apple also told the world in 2013 that the iPad is great for use as well filmmaking purposes, theirs monitoring, and of course he is also an ideal helper and companion practically for all purposes. The spot with the title was a similarly dynamically conceived advertisement "Alive", highlighting the rich range of applications for iPad.
2014: Tablet or watch?
In 2014, in terms of products, Apple focused more on the new iPhones and above all on the first (or zero) generation of its Apple Watch. But that doesn't mean the iPad is left out. In addition to print ads, the public was treated to a spot, emphasizing the benefit of the second generation iPad Air for work, but she wasn't missing either "pencil" reminder from the previous year or video about it, how Apple helped in the revitalization project of one of Detroit's neighborhoods. The world also learned that The iPad is changing the world for the better.
2015: You need a stylus…
2015 was primarily a year of arrival and introduction iPad Pro a Apple Pencil. Apple posted spectacular video, which unveiled its latest iPad Pro, designed for professionals, and "space" advertising spot. But he didn't forget about the classic iPad and emphasizing its contribution to creation videa whether music. In 2015, Apple also launched advertising campaign on iPad called "Do More".
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2016: …and you don't need a computer
In 2016, the public focused mainly on AirPods, the improved HealthKit platform, the new MacBook Pro with Touch Bar, or perhaps the absence of a headphone jack on the iPhone 7. Advertising campaigns for the iPad took a back seat to all of these events, but they were definitely heard about - especially in connection with with a spot called "What's a Computer?", which was met with rather disapproving reactions. But there were also clips promoting multitasking on iPad Pro or programming options on iPad thanks to the new Swift Playgrounds. The world also saw spots with the title "Dillan's Voice" a "Dillan's Path", highlighting accessibility options on the iPad.
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2017: iOS 11 is here
2017 was the year of the arrival of the fifth-generation iPad and the iOS 11 operating system - that's why Apple published, among other things, an instructional "how to" video. This year, the world also got a new iPad Pro with a 10,5-inch display and an A10X Fusion processor that will make your working day even more productive and efficient. In another of the spots, Apple reminded people that the virus on their iPad you definitely won't catch it.
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2018: Ditch the MacBooks
In 2018, Apple again reminded people that if they choose the the correct model of your iPad and installs the right apps on it, does without a computer when working. He showed in detail, k what changes happened with his latest generation iPad Pro, and how necessary paperwork it can also be handled elegantly electronically. She was not absent this year either a reminder of versatility classic iPad, through spots called "Organized Notes" a "Homework" Apple, in turn, emphasized the contribution of its tablet in the field of education.
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2019: Beautiful new machines and iPadOS
The year 2019 brought several new iPad models – for example, the iPad mini or the 7th generation iPad. But the world also saw the iPadOS operating system, which Apple duly introduced in your ads. She also saw the light of day Christmas ad for iPad, which caused mixed reactions – while it moved some viewers to tears, it outraged others. But even in 2019, Apple did not forget to demonstrate that what all users can do on the iPad Pro.
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Dan Pražák
Source of images in galleries: Apple archives
