New iPad Pro ads tout power and the Pencil


Apple Pencil wwdc 2017
The iPad Pro ads just keep on coming.
Photo: Apple

Apple has rolled out yet another pair of iPad Pro ads, this time focusing on power and what makes Apple Pencil so spectacular.

The 16-second clips continue the “Real Problems” campaign, which sees common complaints solved by Apple’s tablet.

“The amazing Apple Pencil” focuses on… you guess it: Apple Pencil. Specifically, its impressively low latency of just 20 milliseconds, which means everything you write and draw appears on screen almost instantly.

It’s what makes Apple Pencil better than any other stylus, and iPad Pro one of the best tablets for creatives on the go. It also makes that $99 price tag bearable.

“A new kind of power” focuses on iPad Pro’s ability to perform intensive computing tasks, like movie and image editing, and fast-action gaming. It humorously parodies one of those hyperbolic commercials that shove products down your throat.

The “Real Problems” campaign now consists of 14 ads in total, each of which highlights a new complaint that can be alleviated with iPad Pro. Each one is valid, but the tablet still isn’t a suitable notebook replacement for most of us.

Maybe iOS 11 can change that this fall.


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