The Tao of Steve

Apple’s New Ads for the iPad 2 Plays On Our Collective Emo Humanity

It looks like Apple is swinging the advertising pendulum in the other direction for the iPad 2. Welcome to a warmer, fuzzier sales pitch than the initial a launch of the iPad where Steve Jobs hyped his device on pretty-much one attribute: THIS HERE TABLET IS A REVOLUTION. TV commercials from the time featured up-tempo bouncy rock songs and MTV quick-cuts of fingers tap, tap, tapping their way to the technological future.  That rubbed some users, notably Valleywag’s Ryan Tate the wrong way. What kind of technological revolution doesn’t come with porn–or Flash? Perhaps that’s why Apple has changed its course with the iPad 2.

Borrowing a page from Google’s Dear Sophie Lee series, Apple’s new iPad 2 commercials take a much more domestic approach, emphasizing how the device can be used to make personal connections and bring us closer to our loved ones. “Technology alone is not enough,” says the soothing voice-over over the Hallmark soundtrack. “Faster, thinner, lighter–those are all good things. But when technology gets out of the way, everything becomes more delightful, even magical.” Awww, your grandma’s gonna love this thing.


A homemade meal, reading books, watching baseball–what, no Norman Rockwell milk man?

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