Apple on Wednesday launched a new web ad campaign for its struggling iPad, highlighting ways the tablet can change the way people do things. A new microsite on the company’s website showcases a variety of iPad apps that can help with things such as cooking, learning and more.

Much like Apple’s previous ‘Your Verse‘ campaign, the message of “Everything changes with iPad” is that the tablet can be helpful in a number of situations. The company has long been trying to convince potential customers that the iPad can be used as more than an entertainment device.

The page starts off with an upbeat video, showing kids and adults using the iPad in assorted settings to a buoyant soundtrack. It then breaks off into 6 sections: Cooking with iPad, Learning with iPad, Small Business with iPad, Traveling with iPad, Redecorating with iPad, and Why iPad?


Clicking on a section produces a predictable result—you’re taken to a page that showcases relevant apps. For example, Cooking highlights Panna, NYT Cooking and Green Kitchen, and offers up some tips and tricks. The final Why iPad? section takes you to a ‘Why You’ll Love iPad’ page.

This is the latest move in Apple’s ongoing efforts to reverse slipping iPad sales. The company reported last week that it sold 12.6 million iPads during its March quarter, down more than 4 million from last year. Tim Cook said on the earnings call that he is confident iPad growth will return.

Source: Apple

  • Danny Rios

    Am I the only one who noticed that on 0:43 they are facetiming while on a story book app? Hmmm!!!!!!! I wonder!!!! lol is this IOS 9?

    • iBanks

      App… Caribu

  • Danny Rios

    This ad makes me want my iPad mini again lol

    • mrgerbik

      you let a manipulative advertisement decide for you?

  • Jeiivy

    Whats all the apps names

  • muza

    anyone know the name of the app at 0:46? thanks

  • Andy

    The iPad is still essentially a bigger iPhone. The only real advantage is the larger screen and longer battery life.

    • Noohar

      Disagree; a large number of top quality Apps are iPad-optimized meaning better use of screen real estate and/or extended functionality. That’s besides the iPad-only Apps.

      • Andy

        iPad optimized, sure. You may get things done a bit faster with the extra screen real estate but the difference is not night and day. Also, please tell me which apps have extended functionality for iPad only?

  • Tommy Gumbs

    The whole time that I was watching, i was thinking “why not use your phone.”

  • Meh, just an XXXL iPod Touch as it’s always been. Overpriced joke compared to the competition.

  • Steven Honey

    bigger screen would be nice for stuff at home and while at work or school, but to carry around while out on the go would be too cumbersome… pointless.

  • n0ahcruz3

    The 6+, final nail in the coffin for the ipad. May u rest in peace Big ipod touch lol

  • Oscar

    I wish Apple would disclose the name of the apps.

    Does anyone know any of the following apps?

    0:20 the mother cooking with her daughter?
    0:22 the man cooking alone
    1:00 man moving into his apartment
    1:10 guy and girl on the airplane submitting signatures
    1:16 taking a picture of the receipt?
    1:22 man taking a picture of his family