Apple is worming its way into the ears of cord-cutters with a whimsical musical number that repurposes the words of Part Of Your World from Disney’s The Little Mermaid to bring forward a manifesto for a cordless office.
Contrasting the grey tangle of cords, cables and wires that tie workers behind their desks, Apple is positioning its latest iPad Pro as the key to unlock a more productive life out in the sun.
‘iPad – Your next computer is not a computer’ does exactly what it says on the tin by depicting dour computer users venting their frustrations in song, only for the iPad to be positioned as the answer to their dreams with images of happy Apple users swiping and typing in a variety of clutter-free environments.
Likening the cable scourge to a form of imprisonment, the Apple ad shows one worket tied to her chair by a loose cable as a metaphorical ball and chain tying people down and constraining creativity, while the iPad Pro is positioned as the key to ushering in a better way of working.
Wrapping things up with the phrase ‘Your next computer is not a computer’, a reference to previous marketing to position the iPad Pro as a viable notebook and desktop alternative, the uplifting piece shows how the handheld device can power everything from photo editing to gaming and graphic production.
Business users have become an increasingly important segment for iPad sales in recent years as consumers shift to alternative devices.