Ondrej Holzman [su_youtube url=”https://youtu.be/INs_bnk4yJQ” width=”640″]
Anyone who knows even a little bit about Apple's history, especially the marketing one, could not have any other first thought when watching the new iPad Pro ads than seeing the legendary Get a Mac campaign from ten years ago. But what is more important is that Apple manages to tell a much better story about the iPad Pro in the new spots.
The Californian company, led by Tim Cook, has been announcing since the introduction of the first iPad Pro in the fall of 2015 that it sees its "professional" tablet as a definite PC replacement. For now, however, it is definitely not a global trend that Apple would like, and iPads are rather gradually finding their way into various areas of human activity.
However, it was partly Apple's fault, because many times it seemed that the iPad Pro was pushing the envelope as a clear replacement for the PC, even though its device was not yet ready for it. Even today, it is still not the case that when a PC user picks up an iPad Pro, a smooth transition awaits him, but the situation is definitely improving.
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That's why it's important that Apple found a much better narrative in its latest marketing campaign to expose iPad Pros to a larger audience. There is no need to lie to ourselves that TV spots that run only in selected countries will attract millions of customers, but even a partial change of thinking in Cupertino can make a difference. Perhaps with regard to the further development of iPads.
After all, the title of the campaign "We Hear You" already indicates that Apple is responding to the current market situation. In short fifteen-second spots, the Californian giant only addresses a few potential problems (which it looks for in real tweets) that users with iPads normally solve, but as a whole the campaign brings a certain narrative. And he is not as dogmatic as he may have appeared until now.
Apple explains that if you have an iPad Pro, you don't have to hunt for Wi-Fi like you do with a computer, that you can use Microsoft Word just fine (plus, for example, with a Pencil) and that you don't have to worry about viruses. In a few very basic points, but which can appeal to ordinary PC owners, he describes how the iPad Pro can be better than their computer. But they're not aggressively pushing that the iPad Pro is now here as a universal computer replacement for everyone.
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The message of the Get a Mac campaign, which has many features in common with the current one, was made even stronger by the fact that customers could identify with Justin Long Long, playing a Mac, who stood against a PC played by John Hodgman. In the spots about the iPad Pro, only the tweets are personalized, but in the end, the most important thing will be how the customer is impressed by that particular message.
And as for iPads as such, it will be most interesting to see what news Apple is preparing for this year. Even with regard to constantly falling sales are in anticipation of bigger changes, both hardware and software.
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Hello, I would like to ask if anyone has had this experience? That he replaced the pc/mac with an ipad with a keyboard? Since we don't know what will happen with the mb Air, I think that the girlfriend will switch to an ipad in the future :D
Sure, there are experiences like that, jump to see the forum. Putting away your computer and getting by with an iPad is fine, but it's not for everyone.
Die-hard naysayers will stubbornly claim that the iPad can't replace a computer, and there's always a reason. Of course, they are right on a global scale, but every person does not need to replace a computer in everything - they simply do not need to do some things, and the iPad will suit them for others. Everything has its pros and cons.
If you program, work in CAD or need some more complex graphics, you should definitely not go with the iPad. If the Internet, mail and Office are enough for you to work, then it would be possible. But all the same, you will probably work better on a Macbook. And you probably won't even recognize those pounds in a backpack.