Credit score the place it’s due: the industrial for the brand new iPad Professional is impeccable. Within the industrial, a hydraulic press, like the type that crushes Skittles all day on TikTok, slowly descends onto an entire amalgamation of inventive endeavors. As the big steel plate drops like Tesla’s inventory in 2024, it crushes musical devices and destroys classical sculptures. Tubes of paint pop like balloons sending a cascade of coloration throughout Apple’s rigorously constructed canvas of stuff. Lastly, it accomplishes its job. This gathering of creations meant to symbolize the entire historical past of human creativity is laid flat by the unstoppable pressure of Apple’s hydraulic press.
After which, because the press slowly rises, all of that artsy mess disappears. What’s left behind is Apple’s new, superbly modern iPad Professional.
Apple’s intent is obvious: all the things you might do with all these things can now be carried out with a single iPad. Isn’t expertise exceptional? That’s a tactic that has labored very effectively for Apple’s advertisers prior to now, they usually’ve touched on this idea earlier than — notably in early iPod and iPhone commercials.