Apple on Tuesday night began running its second TV ad for the iPad 2 (below). "If You Asked" jumps from person to person saying what owners would think if you asked them. A parent would find it "intuitive," Apple said, while a musician would find it "inspiring;" it would be "powerful" for a CEO, Apple said, in a nod to the iPad's deep reach into enterprise.
The 30-second spot wraps up by looping back to the slogan used for the very post-launch TV ad. "If you ask us," Apple said, "it's just getting started."
Apple's campaign for the iPad 2 takes a significantly different tack than for the original, which used the same narration but was relatively aggressive and as much an introduction to the concept as a sale. The new promos have focused more on the device moving past its pure hardware and centering on the abstract way it could improve someone's life.
When first showing off the tablet, Apple deliberately talked down the importance of specifications and instead on the subjective experience. While its hardware is often as or more competitive than with its immediate peers, Apple has been trying to frustrate competitors hoping to win sales based solely on numbers.
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