Up until now Apple’s focus was to show the iPad as a great device for content consumption, we were usually presented with the iPad as a great way to read, watch movies, social media and so on.
Apple’s latest commercial suggests that they are shifting their weight on the product from a consumption device to a creative device with taking stills and shooting video being its prominent features.
Apple’s iPad air Your Verse commercial which aired during the NFL playoff game today (San Francisco 49ers vs. the Carolina Panthers) shows the iPad being the prime tool in creating content.
The iPad is used as a camera in many of the use-cases shown: shooting home videos, pro videos, hokey games and so on.
In fact the your verse minisite, lists on-the-fly film making as one of the suited uses for the ipad:
“New York-based filmmaker Josh Apter has created a housing for iPad that turns it into a lightweight, portable moviemaking camera. With attachments like microphones, SLR lenses, and other accessories, he takes iPad on the go to shoot his documentaries
What do you think, is apple on the path to success with this approach?