Even the cutesy premise of a little kid biking around the city doing All Kinds Of Things on their iPad Pro can't make up for the fact that no matter how hard Apple tries, iPad Pro is the red-headed stepchild of the family. Even the creatives don't know how to sell it which is why they've changed direction in less than two years. Back in 2016, they were telling us it was a computer. Here's the voice over from that spot:
Just when you think you know what a computer is, you see a keyboard that can just get out of the way and a screen you can touch and even write on. When you see a computer that can do all that it might just make you wonder, what else can it do?
Then only a year later (i.e. earlier this year) the new campaign was telling us things like "You wouldn’t get PC viruses, if your computer was an iPad Pro."
Now, in the same year they want us to believe a kid who can do All Kinds Of Things on the iPad Pro, something they've been calling a computer for two years, has no idea what a computer is.
Yeah, okay.
I think it's more like "We don't know how to sell this, so we're just gonna play with the word computer and try stuff until someone believes it."
I think they'd be better off selling it as a niche product. You know, the perfect product you stream movies on or distract your kids with in the back seat of the car, or do light stuff on like texting or writing two sentence emails, because while the pen is nice, and there are probably like 15 people who don't work in advertising who use this thing as a "computer," in the laptop sense, we all know the keyboard is such shite it feels like it was ripped off a Fisher-Price toy. hey maybe this explains why they decided to put it in the hands of a kid. They're hoping the'll be a generation who grows up without a laptop.

Client: Apple
Agency: TBWA Media Arts Lab
Song "Go" by Louis The Child