Apple Debuts First iPad Ad During Oscars, Demonstrates a Dozen Ways to Hold the Thing


Apple debuted its very first iPad ad during the Oscars tonight, showing off the tablet's various functions (with an emphasis on reading) in signature style. Oh, and if you were wondering how to hold a giant slab of screen with no kickstand, the ad makes sure to demonstrate about a dozen options.

It's a pretty typical modern Apple ad: soundtracked to inoffensive, perky indie rock, it shows the gadget's functions front and center, in this case committing to essentially a dead sprint through the iPad's uses. Newspapers, movies, calendar, maps, photos, email, iWork, and, of course, books are all given just enough time to register before the ad flashes on to the next one.

The ad, then, is a continuation of the iPhone campaign, rather than the MacBook ads, which typically feature a narrator explaining whatever change Apple's made to the line to warrant a new product. It makes sense, since the iPad shares the OS, software, interface, and (some) accessories of the iPhone, and has almost nothing in common with Apple's computer line—but it just reinforces the idea that this product is little more than an oversized iPhone. Apple doesn't even need to explain what it is—you can watch 30 seconds of a demo and realize that if you can use an iPhone, you can use this. That, of course, is to both its strength and detriment, but time will tell if people embrace the jumbo-sized mobile or not. The iPad will be released on April 3.

[YouTube via MacRumors]

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  • Catalin Sadagurschi


    From my knowledge it will be possible to get books from the New York Times Best Seller list, including Macmillan Publishers, Hachette Book Group, HarperCollins Publishers, Penguin Group.
    Here is the HD ad:

    Professional Streaming Consultant

  • caroline park

    As far as commercials go, Apple's have always been among the least annoying. This one doesn't disappoint -- but I'm not sure I'll sacrifice a new pair of shoes for an Ipad; at least, not yet.

  • John kj

    In my opinion, size will be a problem if you are using it as mobile. Yes, what you said is right..only time will tell if it will become a hit or not..

    But sure as a new plaything, it will sure get sales.

  • Richard Geller

    Actually, a pretty nice commercial.... It makes a good case for the iPad's utility without a single word of copy. Considering how annoying most TV ad copy is, it deserves a modicum of our gratitude. That said, I'm mostly interested to learn just how open or closed a platform the iPad will be. Will I be able to purchase eBooks from Amazon, Barnes & Noble, Borders, and from author's sites direct that will work on it? Or will it be a closed system like Amazon's Kindle? Open, I'm interested. Closed, not.

    Richard Geller