Apple debuts first iPad 2 ad: ‘We Believe’

apple-ad-ipad-2-we-believeWith the initial buzz surrounding the iPad 2 now gone, Apple has released the first television advertisement for its second-generation tablet.

Like everything else Apple, the company’s newest ad, dubbed “We Believe,” continues Apple’s marketing message that the technology we use is less about the device itself than how it fits into our lives. This time, however, they just come right out and say it.

“This is what we believe: Technology alone is not enough,” says the slow, soothing voice-over at the opening of the ad. “Faster, thinner, lighter — those are all good things. But when technology gets out of the way, everything becomes more delightful, even magical.”

Apple’s governing philosophy is, of course, accompanied by bodiless hands pinching, swiping and zooming a wide variety of apps that are accessible on the iPad 2.

All of this carefully crafted marketing theater has a single purpose: To convince consumers that Apple’s iPad 2 is the best tablet on the market. That it’s easier to use, and more useful in general, than anything thing else out there, like the Motorola Xoom.

It’s not as though people need much convincing, however. The device has become so hard to come by that resellers have made a killing hocking the devices on eBay for between $200 and $400 above the retail price of the device, depending on the model.

Of course, a little more than a third of iPad 2 buyers on eBay came from countries where Apple’s newest tablet hadn’t yet been release. But that still leaves 65 percent of US customers who were so anxious to get their hands on the device that they paid a greatly inflated price.

With the tablet war getting more intense as the weeks go on, however, it never hurts to reinforce your message, and get your product in front of as many eyes as possible. Which is precisely what Apple is doing here.

Watch the ad:

Mobile

Leave the laptop at home, the iPad Pro is the travel buddy to take on vacay

The iPad Pro is a powerful tablet that's perfect for creatives and professionals. How does it fare when traveling with it as a laptop replacement? We took it on a two week trek in Japan to find out.
Deals

The best iPad deals for December 2018

In the wide world of tablets, Apple is still the king. If you're on team Apple and just can't live without iOS, we've curated an up-to-date list of all of the best iPad deals currently available for December 2018.
Deals

The best iPhone deals for December 2018

Apple devices can get expensive, but if you just can't live without iOS, don't despair: We've curated an up-to-date list of all of the absolute best iPhone deals available for December 2018.
Mobile

Want to watch Netflix in bed or browse the web? We have a tablet for everyone

There’s so much choice when shopping for a new tablet that it can be hard to pick the right one. From iPads to Android, these are our picks for the best tablets you can buy right now whatever your budget.
Mobile

Need a quick battery boost? Try one of our favorite portable chargers

Battery life still tops the polls when it comes to smartphone concerns. If it’s bugging you, then maybe it’s time to snag yourself a portable charger. Here are our picks of the best portable chargers.
Computing

Which Macs are compatible with MacOS Mojave?

Is your computer ready for Apple's big Mojave update? Here's what you need to know about MacOS Mojave compatibility, what Macs can successful download Mojave, and the requirements you need to know about.
Business

Apple is still selling iPhones in China despite being ordered not to

Apple is following the FTC's lead and has sued Qualcomm for a massive $1 billion in the U.S., $145 million in China, and also in the U.K., claiming the company charged onerous royalties for its patented tech.
Computing

MacBook Pro battery replacement: Everything you need to know

Looking for a new battery for your MacBook Pro? It's important you know what to look for, what model you have, and what options Apple gives you! We'll cover everything you need to know about Apple MacBook Pro battery replacement.
Mobile

Is somebody watching you? How to stop apps from tracking your location

If you don't like the idea of your every movement being tracked by apps on the phone in your pocket, then you may want to turn location tracking off. We take a look at how to do it on an iPhone or Android phone in this easy guide.
Mobile

Score a Christmas deal with Speck’s half-off sale on its entire range of cases

The holidays might be nearing, but bargains don't take time off. To celebrate the last day for U.S. ground shipping, Speck will be offering a sitewide 50-percent-off deal for one day only on Monday December 17.
Mobile

Walk, run, and stretch with these handy iPhone fitness apps

Working out and getting yourself in shape isn't easy, but it's easier with the right set of apps. These best iPhone fitness apps will help you to track your calories, monitor your sleep, and achieve your fitness goals.
Deals

Save up to $800 with the best smartphone deals for December 2018

Need a better phone but don't want to spend a fortune? It's never a bad time to score a new smartphone and save some cash. We rounded up the best smartphone deals available that can save you as much as $800.
Mobile

The best protective iPhone cases to defend against dirt, dings, and drops

If you’re going off-road or work outdoors, it could be a good idea to invest in a tough case. These are our picks of the best protective iPhone cases for all iterations of the iPhone, from the iPhone XS to the 7.
Mobile

Give Rachael Ray a run for her money with these 13 recipe apps

You don’t have to be Gordon Ramsay to make a killer meal, you just need an easy to follow recipe app. We’ve compiled our 13 favorite cooking apps for Android smartphones and iPhones, including countless recipes to suit any taste.