Filed under: iPad
A look at the framework of Apple's iPad ad
The iPad, like the iPhone, used the Oscars to make its ad debut. As is typical with an Apple ad, the iPad's ad featured a montage of different uses for the device, all while set to the backdrop of a catchy tune.
In making his case for the iPad, Apple CEO Steve Jobs noted that it would offer a better experience than a smartphone and a notebook computer in the following areas:
- Browsing
- Photos
- Videos
- Music
- Games
- eBooks
The iPad's first ad reflects this ideal. The ad, when analyzed based on the on-air time dedicated to a particular function, reveals a device that will be marketed for jack-of-all-trades functionality, with a particular focus on its media consumption appeal and differentiation.
About 80 percent of all 720 frames (30 seconds of total ad's total time multiplied by 24 frames per second) of the iPad's ad showed an app being used. And within this time, the photo app was shown the most, accounting for 26 percent of total frames where an app is being used. The mail app came in second, with 22 percent.
With 20 percent of airtime, the iBook app highlights Apple positioning the iPad to compete against eBook readers.
While a New York Times app wasn't shown, the ad, which shows the paper being displayed in a Safari browser window instead, also points to Apple positioning the iPad to appeal those who consume traditional print media publications -- such as newspapers and magazines. Although a Safari browser was briefly shown toward the end of the ad browsing Facebook, almost all Safari activity displayed the New York Times.
In a September 2009 interview with the New York Times' David Pogue, Steve Jobs provided somewhat of a glimpse into how Apple would market and differentiate the iPad. Jobs argued that while dedicated devices such as Amazon's Kindle will always exist and that they may have offer some advantages in doing just one thing, "general-purpose devices will win the day" because "people just probably aren't willing to pay for a dedicated device." The iPad's first ad clearly follows this ideal.
![TUAW [Cafepress]](http://www.blogsmithmedia.com/www.tuaw.com/media/tuaw-cafepress-promo.png)
Reader Comments (Page 1 of 2)
Kevin Winsness said 9:07AM on 3-09-2010
What....... no games?????????
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Mark said 9:19AM on 3-09-2010
Just an FYI that your frame count is off - 24 frames per second is for film - this was shown on American NTSC broadcast so it would be 29.97 frames per second...not sure if that changes your graph, but thought I'd let you know.
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Finnschi said 9:29AM on 3-09-2010
Not really the Percentage would be the same... even if you would say its 100 fps
..
80% of 720frames would be the same as 80% of 7200 frames (in terms of time)
not so easy to explain in english....
Gullwingdmc said 11:27AM on 3-09-2010
Technically the commercial was transmitted by abc at 720p 30fps, 29.97 would only apply to the sd downconverted signal. :) but I'm splitting hairs
Edicius said 12:05PM on 3-09-2010
Don't forget the drop frames!
Jordan said 9:43AM on 3-09-2010
Holy......God.....Who counted this? Who honestly had nothing better to do with their life?
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JPV said 9:47AM on 3-09-2010
You guys are completely deranged. Making a pie chart representing the amount of frames dedicated to certain iPad features???
What next... are you going to dig into Steve Jobs septic tank and do a stool analysis of his feces?
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Todd Sieling said 11:07AM on 3-09-2010
Ads are constructed very consciously, so it's likely that the amount of time spent with each app is significant evidence about how Apple sees the ipad's strengths, at least in marketing it. It's like how Jobs reduced the iphone to 3 things when he introduced it, the ipad is also being pitched on key, easy to understand strengths: photo viewer, ebook reader and lightweight productivity (for now).
Mitch said 8:09AM on 3-16-2010
Good Idea, I'm on it!
ianlive said 9:53AM on 3-09-2010
Interesting to see them highlight the Mail app so much. I teach a lot of switchers how to use a Mac and many of them never go anywhere near Mail.app, but instead just check their mail from Yahoo or Gmail online using Safari.
Of those that I can convince to try Mail out, all of them prefere it and stick with it, but it can be a hard sell. This is certainly not true with iPhone users and I have yet to meet someone who reads their mail using Mobile Safari. I'm really curious if people will automatically use Mail on the iPad or if they will try to connect using Mobile Safari.
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MRCUR said 10:06AM on 3-09-2010
I really can't believe Aol pays you guys to make pie charts about 30 second commercials...
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Yoshi1080 said 10:07AM on 3-09-2010
Somebody here must have been pretty bored.
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jc said 10:51AM on 3-09-2010
As an owner of the first generation iPod touch... I have a question that no one seems to be asking. Is Apple going to be charging for updates on the iPad as well?
I am leary because of the iPhone tethering issue (I also have a 3GS, MBP). If Apple charges for updates, I am definitely not interested.
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Juaquin said 11:06AM on 3-09-2010
Over-analyzing much?
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Jordan said 11:16AM on 3-09-2010
Steve said: "general-purpose devices will win the day" because "people just probably aren't willing to pay for a dedicated device." "
So what was the iPod?
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Juaquin said 11:35AM on 3-09-2010
He didn't say that was always the case. He's talking about now. Years ago when the iPod was released, a dedicated device made sense because no device could do everything well.
Roger said 11:37AM on 3-09-2010
The iPod was a product introduced 10 years ago.
In the meantime, Mr. Jobs has come up with another product that was not technologically or economically feasible at the time.
jay said 11:35AM on 3-09-2010
People are going absolutely nuts analyzing that short promo video. Still, it's pretty interesting that they're taking the "information consuming" angle with the iPad, rather than the entertainment angle of the iPhone/iPod Touch.
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macsosguy said 12:02PM on 3-09-2010
Note to those who makes those pretty pie graphs. Start at the 12 o'clock position with that smallest percentage and work clock-wise increasing the percentages. Why do you have to make the reader work so hard to interpret your data?
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ianlive said 1:02PM on 3-09-2010
A solid tip. I'll remember that. Thanks!