Three years has passed since I received my first iPad for my birthday. I still remember the excitement I felt when my boyfriend gave it to me. I was just arrived in the U.S. to start a new life with him and he gave me the gift of one of the most desirable object on the planet. The iPad 2 was launched few months before, on March 11, 2011 less than one year later the first tablet ever produced by Apple.
Steve Jobs presented the first version of the tablet on January 27, 2007 immediately creating a lot of expectations around the iPad, launched on the market on April 3.
To advertise the newest born in Cupertino’s company, Apple promoted a TV campaign to underline the main, innovative characteristics of its tablet.
As the TV’s ad shows, Apple wanted to market its device as something unique and better than an iPhone or a laptop for browsing the web, sending and reading emails, watching at photos and videos, listening to music, reading eBooks.
In less than 12 months from the iPad’s launch, Apple presented a new version, “faster, thinner, lighter”. But except for these technical characteristics, the first iPad2 TV commercial showed a kind of philosophical manifesto of the Cupertino’s company.
“This is what we believe. Technology alone is not enough. Faster, thinner, lighter…those are all good things. But when technology gets out of the way, everything becomes more delightful…even magical. That’s when you leap forward. That’s when you end up with something like this”.
And “magical device” is how my 3 years old nephew defined my iPad during summer 2011 when I went back to Italy, my home country, for a short vacation with my new tablet. In his eyes the iPad was faster than any traditional computer or laptop he had never seen before, lighter and with an unlimited resources to play game downloading apps.
While my boyfriend and I got married, Apple in his continuous strategy of “innovate beyond the familiar” launched on March 7, 2012 the iPad with Retina display and promoted it with a TV commercial that simply underlined the new technical main innovation.
“When a screen becomes this good, colors are more vibrant. Words are pin sharp. Everything is more brilliant because when a screen becomes this good, it’s simply you and the things you care about. The stunning Retina Display on the new iPad”.
Few months later, on October 22, 2013 the Cupertino’s company announced the new iPad Air “featuring a stunning 9.7-inch Retina® display in a new thinner and lighter design”.
To promote the iPad Air, Apple released a new TV commercial. In voiceover is audible an extract of professor John Keating/Robin Williams in the movie Dead Poets Society
explaining why we read poetry and how we can “contribute a verse”. While the ending question “what will your verse be?” is an invite to reflect on our passions and how we can use them to create a stanza in the history of the human race, the commercial shows how different people use an iPad.
Apple . (January 27, 2010). Apple launches iPad. Retrieved from https://www.apple.com/pr/library/2010/01/27Apple-Launches-iPad.html
Apple. (March 2, 2011). Apple Launches iPad 2. Retrieved from
Apple. (March 7, 2012). Apple launches new iPad. Retrieved from
Apple. (October 22, 2013). Apple Announces iPad Air—Dramatically Thinner, Lighter & More Powerful iPad. Retrieved from
Federico Viticci. (January 12, 2014). Apples air new “your verse” iPad Air commercial. Retrieved from