14 DAY TRIAL // Amidst talk of slow iPad sales, Apple has published a new commercial showcasing the tablet’s unique abilities that serve artists in their mission to create original works.
The one-minute commercial features musicians Elliphant, Riton and The Gaslamp Killer during Sunday night’s Grammy telecast, with Apple also crediting director So Me, who used an iPad Air 2 for shooting Elliphant’s film (essentially the subject of the ad).
iPad is a game changer
“iPad is changing how we live, work, and create more and more each day. For recording artist Elliphant, it’s liberating her to make music in a radical new way,” Apple says.
The California company has set up an entire page to explain how the music, as well as the short film were made. Various photos depict the creation process with various apps, including Apple’s own GarageBand, but also third-party solutions like Apogee MIC (for recording), iMPC Pro (a tool for creating sample-based music), a virtual recording app with analog synths and a sequencer called NanoStudio, a DJ app called Serato Remote, and Manual Camera, which director So Me used to shoot the “All or Nothing” remix film on an iPad Air 2.
Declining sales
For one reason or another, most (if not all) media outlets reporting on the commercial also mention Apple’s not-so-spectacular iPad numbers as of late.
Despite still being the dominant tablet by market-share, the iPad has recently shed a few points. The reasons can be anything between the emergence of iPhone 6 Plus to market saturation. Many users find the bigger iPhone perfect for things previously only doable on iPads, while the iPad’s life expectancy (which is way above that of an iPhone’s) may also contribute to slowing sales.
Analysts at KGI Securities have been particularly vocal on this decline. The investment bank’s leading Apple analyst, Ming Chi Kuo, firmly believes that iPad sales will continue to slow down even if the Cupertino company announces its rumored 13-inch iPad Pro.
