Apple's annual developer conference in San Francisco.
Apple Posts iPad Air Introduction, Life on iPad, and 'Pencil' TV Ad Videos
Before introducing the company's newest iPads, Tim Cook ran this 'Life on iPad' spot "to celebrate our customer's creativity and genius in using their iPads." The two-minute film shows the iPad being used in a wide variety of different situations, including in a surgery suite, by musicians, firefighters, tourists, football players, and many more.
No Apple product launch would be complete without a Jony Ive-led video showcasing how much detail and thought went into the design of the new product, and the iPad Air is no exception. The videos are so iconic that they have been endlessly parodied in commercials and on late-night comedy shows.
Finally, the company produced a new television ad for the iPad Air in keeping with the theme from the keynote that the iPad can be used for a limitless variety of tasks. The ad, called 'Pencil', starts with a pencil on a desk, with a voiceover suggesting the ad is about that simple writing implement. At the end, the new iPad Air is revealed from behind it.
It's an extremely simple tool, but also extremely powerful. It can be used to start a poem, or finish a symphony.
It has transformed the way we work, learn, create, share. It's used to illustrate things, solve things, and think of new things.
It's used by scientists and artists, scholars and students. It's been to classrooms, boardrooms, expeditions, even to space.
And we can't wait to see where you'll take it next. Introducing the thinner, lighter, more powerful iPad Air.
We've posted the last film, about the production process behind the Mac Pro, in a separate article that more closely examines the process.
[Update]: As pointed out by Mashable, the narrating voice of the "Pencil" TV ad for the iPad Air is none other than Breaking Bad star Bryan Cranston.