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Sung to the tune of ‘Grandma Got Run Over by a Reindeer,’ the little girl in the ad sings: “Grandma, don’t run out and buy an iPad. It was fine when I was six, but now I’m 10. My dreams are a big so I need a real computer.”
Apple, of course, objects to iPads being classed as little more than media consumption devices, especially its new iPad Pro range, which comes with the blistering fast A12X processor and swaps out the lightning port for USB Type-C. In the company’s most recent ad, it promotes the slates’ ability to handle tasks traditionally carried out by laptops and desktops, such as photo/video editing and using it as a music studio.
Ultimately, this could all be considered a matter of semantics. A phone, smartwatch, and many other devices, including the iPad are essentially computers, but Apple is trying to suggest its tablets are laptop replacements. While the Pro models are getting closer to that definition, they’re not quite there yet—though they certainly have price parity.