Apple product launches generally run like clockwork and, true to form, the moment today’s keynote came to a close, Cupertino’s digital media team sprung into action by uploading three new videos to its YouTube channel showcasing the company’s brand new iPad Air 2 and 27-inch Retina iMac.
The iPad video, embedded above, picks up where last year’s iPad Air commercial finished, by comparing the depth of Apple’s flagship tablet to a pencil.
This time the iPad’s even thinner, though, so the ad shows a laser slicing off an additional 18% of the pencil’s thickness. It’s a great, succinct spot, which immediately gives viewers an understanding of what the iPad Air 2’s 6.1mm thickness means in real world terms.
The second ad, seen below, shows how Apple’s Retina technology has evolved over the years: arriving first on the iPhone, then the iPad, then the MacBook Pro, and now finally on the desktop, courtesy of the new Retina iMac with its astonishing 5K display.
The song, if you’re interested, is “Little Monster” by the British rock band Royal Blood.
A longer video, shown during the keynote, goes into more detail about the Retina iMac:
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
3 responses to “Apple shows off Retina iMac and iPad Air 2 in new ads”
Want one! They should make a retina MacBook Air because that’s the only devices in their lineup that’s not retina
they will
This is the ad they should be showing
https://www.youtube.com/watch?v=sKn8D5cIU0g