The ad, called “Do it all,” and from longtime ad agency TBWAMedia Arts Lab, strikes a light, casual tone as it ticks off the various things you can do with the device, including send a note, read the New Yorker, watch video and build a chart. (The ad also sneaks in a plug for Pixar’s Brave, which opens this weekend in the U.S.)SEE ALSO: Hands-on With Microsoft’s Tablet: Plenty of Surface, Not Much Depth
As with most Apple ads, this one isn’t targeted at fanboys, but for the middle-of-the-road user who still needs an explanation of what the device can do. Apple’s iPad claimed 58.2% of the tablet market in 2011 according to IDC. Though the researcher predicts that share to grow to 62.5% this year, Apple faces a new threat to its dominance from Microsoft’s Surface tablet. Microsoft has not revealed pricing for that product. The company has also been coy about a release date, stating only that it will be released within the year.