Apple's new iPad Pro ad highlights creative potential
What's the story
Apple has launched a fresh advertisement for its new iPad Pro, named "Worlds Made on iPad."
The ad, lasting slightly over one minute, stars actor Sofia Wylie performing on a green screen set.
The screen subsequently divides into three sections, each displaying a unique animated backdrop that changes as Wylie navigates through the stylized environments.
This latest ad marks a shift from Apple's previous commercial, "Crush!" which faced criticism from creators.
Backlash response
Apple issued apology for previous ad "Crush!"
The "Crush!" ad showcased various artistic tools such as instruments and paints being crushed in a hydraulic press to create a shiny new iPad Pro.
This depiction of creators' tools being reduced to a single consumer product led to widespread dissatisfaction among the creative community.
In response to the backlash, Apple issued an apology and shifted its focus back onto creators with its latest ad.
Creative focus
"Worlds Made on iPad" celebrates creators
The new ad, "Worlds Made on iPad," is more human-centric and celebrates creators.
Interestingly, the iPad Pro itself is not shown in the main video but does appear in a vertical version of the ad.
The caption for both ads states: "One piece of green screen footage interpreted by different animators using iPad Pro powered by the M4 chip, and the new Apple Pencil Pro."
The animators involved are Natalie Labarre, Jin & Jay, and Eric Lane.