“GET OUT NOW. Not just outside, but beyond the trap of the programmed electronic age so gently closing around so many people…. Go outside, move deliberately, then relax, slow down, look around. Do not jog. Do not run…. Instead pay attention to everything that abuts the rural road, the city street, the suburban boulevard. Walk. Stroll. Saunter. Ride a bike, and coast along a lot. Explore…. Abandon, even momentarily, the sleek modern technology that consumes so much time and money now…. Go outside and walk a bit, long enough to forget programming, long enough to take in and record new surroundings…. Flex the mind, a little at first, then a lot. Savor something special. Enjoy the best-kept secret around—the ordinary, everyday landscape that rewards any explorer, that touches any explorer with magic…all of it is free for the taking, for the taking in. Take it. take it in, take in more every weekend, every day, and quickly it becomes the theater that intrigues, relaxes, fascinates, seduces, and above all expands any mind focused on it. Outside lies utterly ordinary space open to any casual explorer willing to find the extraordinary. Outside lies unprogrammed awareness that at times becomes directed serendipity. Outside lies magic.”
—John Stilgoe, Outside Lies Magic

[Image above: a page from Show Your Work!]

Apple today shared four new iPad Pro ads on its YouTube channel, which are focused on highlighting the features of the tablet and pointing out its benefits over a computer.

Each of the four ads is 16 seconds in length and starts out with a tweet a user has shared, either about the iPad Pro itself or a situation where an iPad Pro would be useful.

The first video opens with a person holding up a printed tweet that reads "An iPad Pro is not even close to being a computer." Apple's voiceover explains the benefits of the iPad Pro, pointing out LTE, the touchscreen that supports the Apple Pencil, and its speed.

Well, iPad Pro isn't a computer. It's actually faster than most laptops, has LTE like your phone, and a touchscreen you can write on. So you're kind of right.

The second video also focuses on the iPad Pro's LTE functionality, allowing users to get cellular service anywhere, while the third video points out that Microsoft Word is available on the device.



Apple's final video focuses on viruses, starting out with the tweet "My laptop has the nastiest virus and I'm terrified" and going on to explain that the iPad Pro doesn't get viruses.

Yeah, that is scary. You know an iPad Pro doesn't get PC viruses. So relax. There's nothing to be afraid of. EXCEPT GHOSTS!

All four of the videos use real tweets from real people, but Apple uses actors in the videos to hold up the signs and do the voiceovers. This is a new iPad Pro ad campaign for Apple, but it is similar to past iPad Pro ads the company has shared, which have also highlighted features like the touchscreen, Apple Pencil, multitasking, Smart Keyboard, and more.

Today's ads come as Apple is rumored to be preparing to launch an updated iPad Pro. Rumors suggest the device will have an upgraded processor and a new design with an edge-to-edge display. The refreshed tablet is rumored to be coming as soon as March, but it's not yet quite clear exactly when we'll see it.


Discuss this article in our forums