Apple’s new ad, titled What’s a Computer?, has a message many iPad enthusiasts have been saying for years: The iPad changes our definition of a computer.
The 1 minute ad shows a young teen going out into the city using their iPad for things like writing, taking photos (and marking them up with the Apple Pencil), talking with friends on FaceTime, and making art. These things aren’t all that the iPad can do, but it certainly showcases that the ecosystem and the apps available aren’t the limitation it once was on iOS.
Also, as a quick side note the music in this (Go by Louis the Child) goes to show that the Apple marketing team knows how to pick the perfect music for their videos.
The whole reason I started this blog was because I wanted to share how the iPad is my main computer, and those interested in making their slabs of glass with the Apple logo on it their main computer can do so with little friction. When Apple makes the same message clear in their marketing and advertisements it just goes to show that they are embracing the iOS lifestyle head on.
The line the teen says at the end, “What’s a computer?” Really put me off at first because it seems as those this young person genuinely didn’t know what a computer was. However, after more thought on this it doesn’t seem that is the real question Apple is making.
In my opinion it seems to have two meanings outside of the obvious. The first being that there may be a day where computing on a desktop or a laptop is something only those in certain industries need. Things like video editing, high end graphic design, and anything else that requires a lot of power to get the job done will still need the Mac. For the rest of us, we will be able to do everything we need to on an iPad with ease and simplicity. The question here of “What’s a computer?” is more of a look into what the future could hold and not just a simple question a young girl asks.
The other meaning is more of a philosophical question Apple is asking us. Outside of the iPad enthusiasts like myself many people see the iPad as a giant iPhone. They say that the tablet is more of a media consumption hog instead of a powerful computing device that can handle a large majority of the work you throw at it. Apple asking this question of “What’s a computer?” is a question they are asking consumers to rethink and change their perspective on after nearly a decade of people saying tablets aren’t for “real work.”
Regardless of how you, or others, interpret this ad, Apple is sending a clear message that the iPad isn’t just for YouTube and Netflix. It is for creativity, communication, and a way to make the things you want to make and the iPad can be a great home for that.