Apple iPad campagin (Your Verse, Mountaineers 002)

As part of its currently running iPad web marketing campaign, Apple on Tuesday morning refreshed its ‘Your Verse’ website, adding a new feature which highlights the many ways mountaineers Adrian Ballinger and Emily Harrington are using their iPads to plan ahead and climb some of the most feared mountains on Earth.

Their extraordinary climbs see the couple use Apple’s tablet and special apps like the Gaia GPS topography app to plan their ascent, see the remote mountain regions in greater detail and more…

Titled ‘Elevating the Expedition,’ the story outlines how Harrington and Ballinger plan ahead using their iPads, like studying terrain and weather patterns, plotting routes, deciding where to camp and manage equipment and supplies and more.

Their base camp is at around 9,000 feet and this is where they use their iPad to blog, post photos and make updates on social media.

“In the past, recounting their story would have had to wait weeks until they returned to civilization, but now they can edit and upload photos and videos right from camp on the iPad,” writes Apple.

Each stage of the climb sees the mountaineers reduce the gear in their packs. The goal is to carry only the most essential tools and – you guessed right – the iPad makes it all the way to the top.

Here’s an excerpt:

At each stage of the climb, Ballinger and Harrington reduce the gear in their packs. So as the climb becomes more difficult, they’re carrying only the most essential tools. And because it’s a crucial part of how they navigate the mountain safely, the iPad makes it all the way to the top.

If you’re wondering why they’re bringing the iPad on top of the iPhone, consider for a second that your typical daily routine doesn’t come close to their use cases that involve extreme weather conditions. Besides, the iPad’s larger canvas really makes a big difference.

Apple iPad campagin (Your Verse, Mountaineers 001)

The feature is both an entertaining read and Apple marketing at its best.

If you’re eager to learn about some of the not-so-ordinary ways people are using their iPads, I suggest giving ‘Elevating the Expedition’ a quick read.

Other stories worth checking out: Taking Explorations to the New Depths and other featured stories on the Life on iPad microsite.

  • on3simpleclick

    i don’t know, i’m pretty sure most of this equipment is more important to the survival of a mountain climber, than an iPad is. the last thing i’m going to be thinking about when i’m at the summit of Everest is posting a tweet about how awesome the view is. apparently Apple has never heard of the ‘death zone’.

    • Chuck Finley

      What he said.

      That ad and this article is just a complete load of rubbish.

    • Biken Dangol

      iPad is not essential for climbing but you can share your moment with your family,who are far away; You know that Mt.Everest has free WIFI-Hotspot covering all 8848m (29k+ feet). After Spending about $30K just for climbing, it’s worth it to brag with friends and family.

  • Hyr3m

    BS marketing at its finest.

    As if climbers would “plan their ascent” on the spot, rather than weeks before.
    As if with the real thing right in front of them they would use an iPad to “see the remote mountain regions in greater detail” rather than use binoculars.

    Also, battery life.

    • Mike McGavin

      I have to agree. Serious mountaineers won’t have
      an issue because they [usually] know what they’re doing and maybe a few
      might pack an iPad or similar gadget for kicks, but the danger here is
      that people are more likely to treat Apple gadgets as substitutes for
      genuine purpose-designed safety gear and safety practices when outdoors

      But hey, Apple has the battery life thing covered. Check the very tiny fine print: “The continued use of GPS will decrease iPad battery life.”

      It seems irresponsible marketing on Apple’s part. It’s not as if there’s not already a problem with people being over-reliant on digital gadgets. Hopefully this campaign doesn’t increase that problem.

      • Hyr3m

        Gotta love the very tiny fine print 😀

        Let’s hope people are smart enough to see through Apple’s usual veil of lies…

  • Al Fresco

    I went for an ice skate in -20 C weather. My iPhone 5s battery went from 80% to dead in half an hour because of the cold weather. I call BS on the utility of an iPad in the situations described above.

  • Hyr3m

    So they’re basically encouraging people to break their iDevices by doing things which are not covered by the warranty… I see… THAT’s how they want to increase sales 😀 (Or are they planning on releasing a new set of “any-weather” cases in six months ? ^^)