Culture

In new ad, Apple offers change you can hum along to

Technically Incorrect: To coincide with the Grammys, Apple releases a new iPad ad showing how it makes music.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


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A symbol of musical liberation. A woman called Elliphant. Apple/YouTube screenshot by Chris Matyszczyk/CNET

Please don't worry. There's no U2 in this one.

Apple, you see, wants to tell you that it has wide musical taste. It goes beyond aging stadium bands and soft-voiced indie ladies.

In a new ad released to coincide with the Grammys, Apple presents three artists who used the iPad and its software to make beautiful, loud music that your parents will loathe.

Here we have Elliphant from Sweden, Gaslamp Killer from LA and DJ Riton from Newcastle, England. I am sure, like me, that you already have all their t-shirts.

They use their iPads to communicate, collaborate, create and to clutch while they're bouncing up and down like gorillas lost in the mist.

"Everything Changes With iPad," say the lyrics at the end.

This is change you can believe in (if you try and forget U2 for a moment). More importantly, it's change you can hum to, bob your head at and terrorize the neighbors with.

Apple knows it needs to feel a little younger on occasion. So here it is, bringing you the music that U2 cannot. (As you can see, I find it hard to forget Bono and Tim Cook finger-kissing.)