Apple unveiled its latest effort to turn around slumping sales of the iPad with a splashy new ad and website that feature the ability to create music on the tablet.
The ad debuted during the Grammy’s last night, and features Sweden’s hipper-than-hip Elliphant writing and recording demos of a new song “All or Nothing” on her iPad. The ad highlights a handful of apps, including Apple’s own GarageBand along with iMPC Pro and NanoStudio.
If there’s been a knock against the iPad since it debuted four years ago, it’s that the device is more about consumption than creation. Apple has always bristled at that notion, and the new ad tries to make the case again that the iPad is a robust took, particularly for the creative community.
“iPad is changing how we live, work, and create more and more each day,” the site says. “For recording artist Elliphant, it’s liberating her to make music in a radical new way. And whether she’s writing lyrics at home or recording on the road, iPad has become an essential part of her process.”
The new push comes on the heels of a quarter that saw Apple post gonzo earnings results as a result of exploding iPhone sales. The quarter would have been even bigger if not for a 21 percent drop in iPad sales.
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