New Apple Commercials: “Human Family” for iPhone, and Pitching iPad Pro as “Computer”

Aug 4, 2016 - 17 Comments

Human Family iPhone commercial

Apple has started running a few new advertisements, one of which markets the iPad Pro as a “computer”, and the other which demonstrates the iPhone camera by showing various portraits of humans as portrayed in images, videos, and Live Photos.

Each commercial has been embedded below for easy viewing.

The Human Family – Shot on iPhone

Titled “The Human Family”, the minute long commercial is part of the ongoing Shot on iPhone campaign which shows off the iPhone camera capabilities, this time with an emphasis on portraiture.

Various features of the iPhone camera and several editing effects are demonstrated in the portraits, including numerous black and white photos, videos, and Live Photos.

The new iPhone commercial is voice narrated by late poet Maya Angelou, reciting her poem “Human Family”, which starts off as “I note the obvious differences in the Human Family…”

The commercial features only part of the poem by Maya Angelou, likely cutting out a few segments of the poem to shorten the commercial down to a minute in length. The entire poem as recited by Maya Angelou can be heard here at Scientific American, where it is 1:45 (versus the 1:00 minute length of the Apple commercial).

human-family-iphone-commercial-1

iPad Pro — What’s a Computer?

The other commercial is for iPad Pro and pitches the iPad Pro as a computer. The narration shows off the iPad Pro in use by itself and also with the optional accessories of Smart Keyboard and Apple Pencil. The iPad Pro ad ends with the tagline; “Imagine what a computer could do, if your computer was an iPad Pro”

The iPad Pro commercial shows off features like Slide Over for iPad, Picture in Picture mode and heavy usage of Microsoft Office applications.

If the iPad Pro ad seems vaguely familiar, it may be because Microsoft has been offering similar pitches and themed ads for several years for their similar tablet product, the Microsoft Surface.

Apple iPad Surface commercial

Both commercials are airing on TV and web-ads now.

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Posted by: Paul Horowitz in News

17 Comments

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  1. David says:

    Supposedly the Human Family commercial is going to air during the Olympics opening ceremony, I am sure we will see it aside from that too.

  2. iPad Amateur says:

    This is branding mistake by Apple. I can remember how many Apple fanboys laughed hysterically at Microsoft for promoting the Surface using the exact same sales and marketing copy.

    The iPad is not a computer replacement for anyone who needs a computer. It is a possible computer replacement if all you do with a computer is facebook, email and the web.

    Keep in mind the iPad Pro is the iPad rebranded. It is not Pro. It is the iPad with a “Pro” put on the end of the name and an increase in price tag.

    iPad Pro costs $600, Smart Keyboard costs $150, Apple Pencil costs $100. So you’re out $850 for a device with 32GB of storage. Or you can spend a whole lot more for a slightly bigger screen and a slightly bigger storage on the iPad Pro Plus model.

    What is “Pro” about 32GB of storage?

    What is Pro about not having a file system?

    What is Pro about the inability to expand or upgrade hardware?

    What is Pro about not having a cursor?

    What is Pro about an inability to multitask?

    What is Pro about iOS?

    What is Pro about a stylus?

    Steve Jobs derided the stylus https://www.youtube.com/watch?v=4YY3MSaUqMg

    What is Pro about the bad ergonomics of a touch screen trying to be used as a laptop?

    Steve Jobs derided touch screen laptops https://www.youtube.com/watch?v=9TcJ45Y2z30

    If you need a computer, buy a computer. Buy a MacBook Pro, even though they are nearly three years outdated with old hardware.

    If you need a big iPhone with no computer capabilities beyond what iPhone offers, buy an iPad. Do not fall for the iPad Pro name, it is not anymore Pro than an iPhone is. The same iOS. The same limitations. For better or worse.

    • Bob Trenkamp says:

      Please keep in mind that re-running an advert for a concept at a different point in time is not doomed to failure – the audience is different. We, as a group, are evolving over time. It is perfectly reasonable to market a concept to a group of people who have evolved and aspire.

      Also, one possible translation for comments that deride the effort is “Hey, everybody: I’m good at computers. This is not a computer! I’m special, I’m smart.”

      Bob (whose computer fascination began with an IBM 709 in 1961 and who once had a PDP-8 in his basement.) (aka “Ancient”)

    • Bob Trenkamp says:

      Please keep in mind that re-running an advert for a concept at a different point in time is not doomed to failure – the audience is different. We, as a group, are evolving over time. It is perfectly reasonable to market a concept to a group of people who have evolved and aspire.

      Also, one possible translation for comments that deride the effort is “Hey, everybody: I’m good at computers. This is not a computer! I’m special”

      Bob (whose computer fascination began with an IBM 709 in 1961 and who once had a PDP-8 in his basement.) (aka “Ancient”)

  3. itsokimbatman says:

    The idea of the iPad Pro as a computer is laughable. I love my iPad and use it daily, but iOS is a plaything, not a tool for getting work done. I’m an engineer and the idea of writing code on a device without a real shell, file system access, and the ability to run my own code without permission from Apple is a non-starter.

    I put up with it on my phone and tablet because they’re toys. But not on my personal computer. The day Apple drops Macs or turns Macs into a prison like the iDevices is the last day I use Apple products.

    • Nospam says:

      Sorry to inform you but the writing’s been on the wall for a while.

      El Crapitan = Mavericks + SIP == Windows Vista

      El Crapitan + Siri = OSX Sierra == iPod Pro === crippleware

      FYI I will NOT be upgrading to Sierra

  4. I always enjoy Apple’s new commercials.

  5. OhBrother says:

    To the people commenting above: Careful, you’re making too much sense. The Apple fans are going to shred you if you keep talking like that. Trust me, I know..I’ve raised similar issues in the past and have had my head chopped off for it. Been called everything but an honest critic. But for what it’s worth, I wholeheartedly agree with you.

  6. richardw says:

    OhBrother: Stop being an idiot.

    issokimbatman: No it’s laughable if you are an engineer maybe. And yes it isn’t the right tool for all people as a computer.

    Thing is for many people it is the right tool.

    I’m not one of those people either though.

    The amateur with the iPad: None of those things are necessary for most people.

    And no you don’t have to use it as a touch screen laptop exactly. You use the keyboard.

    If you are using the thing in a way where you’d need a cursor then yes iOS is the wrong OS and you need a laptop running OS X.

    It’s horses for courses but there is a whole lot that an iPad does better for many users than a laptop/desktop.

    And conversely not everything is yet doable on an iPad.

    “What is “Pro” about 32GB of storage?”??? That’s the smallest possible. Try 128 or 256GB for those who need it.

    “What is Pro about a stylus?” – Of the sort I’ve had to buy seperately for pro use for several thousand $$ in the past? Well…

    “What is Pro about an inability to multitask?” – You really are out of date aren’t you?

    Try doing more than reading a spec sheet looking for things to complain about.

    • Crampy says:

      Hey DickW Are you one of those guys who calls himself a programmer because he uses Facebook and snapchat? Or an IT Specialist because you entered a wifi password?

      An iPad Pro is nothing but a giant iPod, a cripplware PC replacement with an over inflated price tag.

  7. Joe says:

    The iPad is a toy for women and children. Buy an actual desktop/laptop computer if you want a real computer. Apple is running out of ideas. It’s kind of sad.

  8. TheTuzov says:

    Damn! Why does Apple think that iPad with iOS can replace a computer? For ex. when using Microsoft Word you can’t save a document to any location you want – only can save in OneDrive or locally in Word app. That’s it)

  9. Alex says:

    I like the iPad but it is not a computer.

    The other commercial is OK but misses some key demographics. Good poem regardless.

  10. Frank says:

    Of course the iPad Pro is a computer by any hardware definition: CPU, Memory, Storage, Display, Keyboard, Speakers, Microphone, etc.

    Tons of Applications.

    Some will find its level of more more than sufficient to their needs, others not.

    Some will find IOS to their liking others not.

    For general personal use I greatly prefer MacOS X to Windows, IOS and Android. After that it’s what’s are the best apps for given tasks.

  11. Michael Ullman says:

    I think the commercial is more about targeting women especially african american woman – and other female non-hetersexuals.

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