Apple has launched a new campaign called ‘Everything Changes with iPad’, highlighting different use cases for the device with apps and iOS features that can help people on a daily basis.
iPad can change the way you do things every day. Take on a new project, pick up a new skill, or start a new hobby. We put together some of our favorite apps and ideas to help you get started.
With a new dedicated micro-site, App Store section, and promotional video, Apple’s campaign is aimed at explaining the iPad to the masses using everyday examples and common scenarios.
Through the video and website, Apple showcases apps for cooking, traveling, learning, redecorating a house, and managing a small business. Each of these categories has its own page on Apple’s website, with recommendations for third-party apps (with links to the App Store) as well as native iOS features such as FaceTime and iCloud Photo Library.
A few examples from the website:
Cooking with iPad
You’ll be amazed what you’re capable of with iPad as your sous-chef. Make prep a little easier, master new culinary techniques, and explore recipes that inspire you.
Small business with iPad
Life as a small business owner suddenly feels more manageable with iPad. Easily design your own brand, keep a closer eye on your cash flow, and communicate with your team when you’re on the move.
Traveling with iPad
When it’s time to get away, you’ll be glad to have iPad along for the trip. You can book flights, rooms, and activities, find your way around without Wi-Fi, and shoot, edit, and share memorable photos and videos.
Unlike their previous ‘Your Verse’ campaign, this time Apple isn’t telling the story of special individuals who managed to use an iPad to accomplish extraordinary tasks. Instead, Apple’s focus is on ordinary situations: traveling and using Maps and FaceTime for directions and staying in touch with others; letting kids learn through educational apps and games from the App Store; managing personal tasks with OmniFocus and Todoist or creating a promotional poster directly on an iPad.
As the name suggests, the campaign is about how everything can change with iPad, not how some people are using an iPad in their lives. The timing of this new campaign is interesting, as Apple reported a continuining decline in quarterly iPad sales at its earnings call on April 27, leading many to question the iPad’s role in Apple’s iOS lineup and ecosystem.
You can browse sections and app recommendations on Apple’s website, or head directly to the App Store for more curated app recommendations (several of them not included in the sections on Apple.com).
