Apple Posts iPad Air Introduction, Life on iPad, and 'Pencil' TV Ad Videos

Apple debuted a number of videos at its special event yesterday and it has now posted a number of them on YouTube.

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.

Top Rated Comments

postpc Avatar
132 months ago
if I have to watch one more Jony Ive Scientology style head tilt brainwash video I'm going to have to throw up
Score: 30 Votes (Like | Disagree)
3N16MA Avatar
132 months ago
I'm walking into an Apple store with $500 demanding they sell me a pencil.
Score: 28 Votes (Like | Disagree)
Sky Blue Avatar
132 months ago
Is that Bryan Cranston's voice in the iPad commercial? Sure sounds a lot like him.

Score: 22 Votes (Like | Disagree)
Meandmunch Avatar
132 months ago
Pencil ad is brilliant. Simply brilliant.
Score: 19 Votes (Like | Disagree)
Xenc Avatar
132 months ago
I like the pencil ad. It reminds me of the commercials Apple ran with the MacBook Air in an envelope.
Score: 18 Votes (Like | Disagree)
Screwtape Avatar
132 months ago
Is that Bryan Cranston's voice in the iPad commercial? Sure sounds a lot like him.
Score: 15 Votes (Like | Disagree)

Popular Stories

Apple Logo

Apple Discontinued These 5 Products This Year

Monday November 27, 2023 7:03 am PST by
As the end of 2023 nears, now is a good opportunity to look back at some of the devices and accessories that Apple discontinued throughout the year. Apple products discontinued in 2023 include the iPhone 13 mini, 13-inch MacBook Pro, MagSafe Battery Pack, MagSafe Duo Charger, and leather accessories. Also check out our lists of Apple products discontinued in 2022 and 2021. iPhone Mini ...
ios 17 namedrop

Police Departments and News Sites Spreading Misinformation About How iOS 17 NameDrop Feature Works

Monday November 27, 2023 5:11 pm PST by
Apple with iOS 17.1 and watchOS 10.1 introduced a new NameDrop feature that is designed to allow users to place Apple devices near one another to quickly exchange contact information. Sharing contact information is done with explicit user permission, but some news organizations and police departments have been spreading misinformation about how functions. As noted by The Washington Post,...
iOS 17

26 New Things Your iPhone Can Do With Next Month's iOS 17.2 Update

Wednesday November 22, 2023 10:57 pm PST by
Apple made the first beta of iOS 17.2 available to developers in October. Since then we've seen two more betas, and with each iteration Apple continues to add more new features and changes, many of which users have been anticipating for quite a while. Below, we've listed 26 new things that are coming to your iPhone when the finalized version is publicly released in December. 1. Help You...
iOS 17

iOS 17.1.2 Update for iPhone Likely to Be Released This Week

Monday November 27, 2023 8:24 am PST by
Apple will likely release iOS 17.1.2 this week, based on mounting evidence of the software in our website's analytics logs in recent days. As a minor update, iOS 17.1.2 should be focused on bug fixes, but it's unclear exactly which issues might be addressed. Some users have continued to experience Wi-Fi issues on iOS 17.1.1, so perhaps iOS 17.1.2 will include the same fix for Wi-Fi...
Cyber Monday Deals Feature 2022

40+ Apple Cyber Week Deals for AirPods, iPad, Apple Watch, and More

Sunday November 26, 2023 9:47 am PST by
Cyber Week has taken the place of Black Friday, and you'll find some of the same deals still around for the next few days, although many from Black Friday have now expired. This includes dozens of record low prices on Apple products like AirPods, iPad, Apple Watch, MacBook, iPhone, and more. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a...
General Black Friday Deals 2022 Green

40+ Apple Black Friday Deals Still Available for AirPods, iPhone, iPad and More

Friday November 24, 2023 5:01 am PST by
Black Friday 2023 has officially ended, but we're still tracking some of the best deals of the year on Apple products like AirPods, iPad, iPhone, MacBook, and many more. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. Specifically, in this article we're...