The first advert for the new iPad has gone live, and it's all about the screen. In fact, it's the only thing that's mentioned. This could be because it's the most immediate improvement over the iPad 2, or it's the easiest thing to sell. Or is it because the other improvements are too minor to warrant a mention?
"When a screen becomes this good, colours are more vibrant, words are pin sharp, everything is more brilliant," says the ad's voiceover (along with the requisite plinky plonky music). "Because when a screen becomes this good, it's simply you and the things you care about." Fair enough, but what if what you really care about is an 8-inch version withbuilt-in?
I jest, of course. But there are problems in showing off just the screen. As Tim Cook pointed out, the display is a higher resolution than an HD TV, which means you can't really see just how sharp it is without seeing it in the flesh. It reminds me of the conference I went to years ago all about the benefits of HD TV, and how it would be the biggest sea change since the introduction of colour television, but the only projector they used for the demos was standard-definition.
You can watch the advert for yourself here.
And is it worth upgrading for the screen alone, as this advert would seem to suggest? Sure your games and movies will look better, but is that reason enough to shell out if you've already got an iPad 2? Find out our verdict in our hands-on video below.
So, what do you make of the advert? Is Apple right to ignore the new processor, and improved camera? And are you sold on the new iPad? Let me know in the comments below, or on our Facebook page.