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Apple Debuts Music-Themed iPad Air 2 Ad Ahead of Grammy Awards

Ahead of tonight's telecast of the 57th annual Grammy Awards, Apple has debuted a new music-themed iPad commercial titled "Change" featuring Swedish singer Elliphant, Los Angeles-based producer Gaslamp Killer, and English DJ Riton.


The ad shows the three musicians composing a remix to Elliphant's "All Or Nothing" entirely on an iPad, from initial songwriting, production, recording, and more. Apps shown throughout the add include Apple's GarageBand for songwriting, iMPC Pro for production, Serato Remote for live performances and Manual Camera for filming video.

Billboard also reports that Apple CEO Tim Cook and SVP of Internet Software and Services were the focus of much attention at a pre-Grammy party held by record producer Clive Davis. Apple is estimated to have paid upwards of $2 million for its Grammy ad.

The new iPad ad follows rumors of a revamped Beats Music subscription service, with a report last week noting that Apple would be charging $7.99 per month for access on OS X , iOS, Apple TV, and Android. Apple is expected to relaunch Beats Music later this year, possibly at June during the company's annual Worldwide Developer's Conference.

Related Roundup: iPad Air 2
Tag: billboard.com
Buyer's Guide: 9.7" iPad Pro (Buy Now)


Top Rated Comments

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17 months ago
Sad, what apple has become.
Rating: 12 Votes
17 months ago
Apple is losing the plot. I know I sound like a "Apple is doomed" guy, but it's far from that. They're not doomed, far from it. They're lost though. First it's U2 for all, and now it's some crappy beats made in Garageband than can be passed off as music to the newest generation. They don't know what they're doing.

Software quality control has gone down like 10 pegs (figuratively at least), commercials are a joke...Apple, it's not too late.
Rating: 11 Votes
17 months ago
Bleh :confused:
Rating: 10 Votes
17 months ago
I compose **** music with garage band all the time. Nothing new here.
Rating: 9 Votes
17 months ago
ad is alright
the music isn't
Rating: 9 Votes
17 months ago

Yawn. They need a new ad agency. The guy having a seizure near the end didn't help it.


You may not like the ads but this shows the usefulness of iPad. Compare to others.. showing specs..

Even me, i dont like the song. I dont know them... But watching these video shows the power of an iPad, how people use thier iPad.

I like that stickers on the back. :apple:
Rating: 9 Votes
17 months ago

Too bad the iPad's sales are falling, and the tablet market it created is stagnant.


Partly because it doesn't do anything much more than the original iPad? Many people still use it for book reader, watching movies, browse, social media and maybe a bit playing time for infants. That's quite narrow for a $549 device.
Making music on an iPad is niche and only a handful of people would do it. Most will do it on their laptop and computers.

In short, iPad should be way more powerful and functional than it is to make it worthwhile. Some might not be agree with me, but it's still a giant iPhone without the phone part. It's still not able to substitute a Mac or computer completely.
Rating: 9 Votes
17 months ago
Art and entertainment are subjective. Just because you personally don't appreciate this music doesn't make it "bad" or lacking in merit.

(I, personally, hate this music SOOOOOO much. I just left my sink disposal running to try to clear the sound out of my head.)

Maybe Apple wants people to fire up GarageBand and try to do better. Pretty good odds, there!
Rating: 7 Votes
17 months ago
Watching videos, looking at people's social feeds, and browsing the internet all day is what I call a waste of your life.

Spent my weekend sitting on the couch drawing pictures in Procreate. Better than saying I sat on my *** watching movies on Netflix.
Rating: 7 Votes
17 months ago
I thought the music was pretty cool.

It looks like Apple is trying to broaden the appeal of their brand for the next-generation of kids and teenagers that might be more into more underground (or "alternative") music. This is probably smart since U2, Coldplay, and even Feist are probably their parent's music.

Skating to where the puck's headed or something like that.
Rating: 7 Votes

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