Apple Shares New 'What's a Computer' Ad Focused on iPad Pro Features

Apple today shared a new "What's a computer" iPad Pro ad on its YouTube channel, highlighting the myriad things an iPad Pro can do along with new iPad features introduced in iOS 11.

The video, set to the song "Go" by Louis The Child," shows off the iPad's versatility as a computer replacement, following a teen as she chats with friends, takes and edits photos, writes a paper, draws with the Apple Pencil, reads comics, and more while on the go.

Features and accessories covered in the video include split-screen multitasking, the iOS 11 dock, the iPad's camera capabilities, the Apple Pencil, the Smart Keyboard, and photo markup

At the end of the spot, the teen's mom asks her "What are you doing on your computer?" And she responds, "What's a computer?"

Apple has shared multiple iPad Pro ads in the past, positioning the device as a computer replacement. Most recently, Apple published several short tutorial videos designed to show off all of the new features introduced on iPad in iOS 11

Related Roundup: iPad Pro

Top Rated Comments

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28 months ago
until iPad has a proper filing system, it will never replace my laptop
Rating: 55 Votes
28 months ago
Until I can develop iOS apps on iOS device I still need a computer ...
Rating: 54 Votes
28 months ago
Nice commercial, but the "what's a computer" line made it so lame. Please, like a kid that age wouldn't know what a computer is...? Come on.
Rating: 43 Votes
28 months ago
What's a computer? Hint: it's not iPad.

There's always dozens of people who only use their computer as a pocket calculator and use that to justify claiming that iPad can replace a computer. Sorry, it can't. It doesn't even come close. It's a nice device to use in addition to a computer in certain niche jobs but that's about it.
Rating: 37 Votes
28 months ago
It's 2017 and I still have absolutely no use case for a tablet.

If I want a portable-but-not-a-phone device, I use my 11" Air.
Rating: 27 Votes
28 months ago
The heck with the merits of if it’s a computer or not. It is whatever you want it to be. My computing habits are different from yours.

My real question, what was that move she did with the keyboard up to collapse it. Need to practice that one handed keyboard collapse.
Rating: 18 Votes
28 months ago
One of their best ads. That ‘what’s a computer” line is perfect.

Surely this is the whole iPad debate in a nutshell. A device that people who were brought up on computers can’t quite get their heads around. So why bother trying to force the issue to please that narrow demographic? Why not just remove yourself from the argument all together?

What people fail to understand with the computer industry is that everything you know to be normal was just the way someone thought to do stuff. It’s not enshrined in some religious tablet somewhere. The file system, pci cards, task managers etc... are Just designs by someone who had an idea of how to solve a problem. They are not the ONLY way to solve a problem.

The iPad, (indeed iOS) is the first time a company has had the guts to rethink the way we “compute”. But all computer guys want to do is attack it. It’s the same how computer game guys attack console games. And the console guys attack iPad and phone gamers. Just because something doesn’t quite do something as great or perfect as some other more cumbersome to use device. It’s then seen as not worthy.

For every 1 person who can’t quite get their particular flavour of software or use case to work on an iPad there are probably a thousand others who are happily creating things or sorting out work/life on an iPad. They are still “computing”. A computer needn’t have direct access to a file system or have an x86 processor. It’s not the law.
Rating: 17 Votes
28 months ago
A computer runs OS X.

No but seriously. I’d be the first in line for an iPad that runs OS X. Dual boot is fine too.
Rating: 16 Votes
28 months ago
I'm in the camp that actually uses the iPad as a computer and have for around 5 years (now an iPad Pro 12.9" 2nd Gen), and I'm a computer tech! People who think it can't be used as a computer are likely in a niche market like developers or other careers like that, or, quite often, they just don't know or have the right apps to do what they want to do.

I have my iPad Pro attached to to my power wheelchair, so I use it wherever I go and it doubles as a communication device for when people can't understand me. People always refer to it as my computer or laptop and are surprised when I tell them it's an iPad because of how much I do on it.
Rating: 15 Votes
28 months ago
The target market of this campaign and the idea of using an iPad as a primary computing device is not aimed at the general audience of this community. It's OK, folks. No need to get defensive.
Rating: 15 Votes

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