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iPad Mini ads play up tablet as e-book reader and photo viewer

Apple's latest TV spots compare its 7-inch reader with its larger counterpart for reading books and viewing photos.

Apple's iPad Mini.
Apple's iPad Mini.

The iPad Mini is the star of two new TV ads that also promote Apple's iBooks and iPhoto apps.

Both ads speak nary a word and rely just on visuals and music to convey their message.

With a piano jauntily playing in the background, the first spot displays a Mini and a full-sized iPad side-by-side as someone taps and swipes through iBooks to scour the bookshelves, open various books, and page through one of the books.

Accompanied by a jazzy rendition of "Two of a Kind" by Bobby Darin and Johnny Mercer, the second ad features a person browsing a library of photos via the iPhoto app.

The intent of both ads to convince buyers that anything you can do on a bigger iPad, you can do just as well on a smaller iPad.

But at this point, the new 4th-generation iPad may need more of a promotional push than its 7-inch counterpart.

Apple revealed a week ago that it sold 3 million iPads during the launch weekend of both new models. The company didn't specify how many were iPad Minis and how many were 4th-gen iPads. But Apple CEO Tim Cook offered a hint when he said that "we set a new launch weekend record and practically sold out of iPad Minis."

Piper Jaffray analyst Gene Munster estimated that anywhere from 2 million to 2.5 million of the iPads sold that weekend were Minis. J.P. Morgan analyst Mark Moskowitz also said he believes the Mini grabbed most of the weekend's sales.

Apple lists a two-week ship time for the Mini, while the 4th-gen model is in stock and available immediately.

(Via 9to5Mac)

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