iPad 2 Ads Focus On Ease Of Use And Not Technology

Apple have released their first commercial for the iPad 2. In the past all Apple have had to do is show off a video demonstrating people using their products with some nice little graphics thrown in and simply show the Apple logo at the end. That was enough because their products are just so appealing to the eye.

Now I’ve been slated as an Apple hater here before, but I assure you I’ve nothing against the fruitful company. They’ve done incredible well for themselves, and I applaud them for trying a new approach on their adverts. Instead of going with the same old marketing technique of demonstrating like they have with the 1st gen iPad, they’ve gone with something different.

This time Apple has given us a brief… that they believe. They want you to know just how much easier the iPad 2 is to use than competing slates. They know the technology is incredible and better than pretty much any other tablet out there, but that’s not what they want you to focus on.

They want you to focus on how easy it is to use. Forget about the hardware, it’s irrelevant to you, let Apple take care of that for you. As the announcer says ” Technology alone is not enough. Faster, thinner, lighter: Those are all good things. But when technology gets out of the way, everything becomes more delightful, even magical”


And I’m agreeing with Apple here, they’ve got it bang on. What is so appealing about not only the iPad, but also all of Apple’s products is there ease of use. We’ve seen (or at least I have) countless videos of toddlers who can figure out how to use an iPad. It’s intuitive, there’s not a whole lot of thinking involved in using Apple’s products, and in general everything works.

That’s why the iPhone and iPad appeal to so many people. They just want something to do the basics quickly and easily for them. They don’t want to have to think about it, they don’t want all these different options and customizations, they just want it to work.

This is also one of the reasons Android has been branded with the tag of being for nerds. It’s not, it’s just for people who like to have a bit more freedom, they want to be able to customise things that little bit more, they want those extra options.

And that’s fine for some people, but at the moment, most people prefer to be inside Apple’s nice comfy ecosystem, where it all just works.


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42 Responses to iPad 2 Ads Focus On Ease Of Use And Not Technology

  1. Sverix April 4, 2011 at 8:41 pm #

    Actually I think Apple is wrong here. Well – maybe Apple dont have anywhere else to go than “but we offer a differenr experience”. This is actually what Microsoft did with the Windows Phone 7 adds. They realized that they could not compete on features, so they opted for the “experience” angle. It did not work for Microsoft. Now Apple opts for the same add angle claiming a different “experience” for exactly the same reasons: they are loosing the battle of neat features. People will not be fooled by the “experience” bluff. They (we) want nice features – and Android delivers on that.

    • Everton Blair April 5, 2011 at 3:14 pm #

      I’m not sure I agree. The fact that apple make things very easy is the key as it draws in non-tech users, who couldn’t tell the difference between a single and a dual core processor. My wife is a classic example; just the other day she commented on how shocked by how much she used her iphone to use the internet – more than she uses it for calls, and how she thought that would never be possible as before the iphone she had no interest in mobile internet/email access.

      Apple are delivering the experience the mass market wants and that’s their strength.

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