http://www.youtube.com/watch?v=bAF51B0HgDg
The link above takes you to a Ipad 3 commercial airing this last week after the release of the new Ipad. Though the product failed to impress the tech-savy and many other users in the market, the ad highlighted the positive components of the product. The screen is what this new product really had going for it, and that's why this entire ad is focused on the clearness of the new screen. With HD quality, the screen truly is an improvement and something to behold in the tablet world.
Apple does not mention that though there is an updated screen, by keeping the original screen quality, the new Ipad could have up to 22 hours of battery life. They also don't mention that now that people can download HD videos, the 64-gig storage capacity will soon be inefficient. Though this isn't a critique of the product - it is important to see what information they leave out. Apple also doesn't stress the size, because the new Ipad is thicker and could have been smaller in surface measurement.
They know that the screen is only thing going to maybe excite people with this product so they keep the focus. This works well for them as their ads are traditionally simple and streamline. They did that again with this ad, and easily fooled the un-researched viewer into thinking that this technology is new and much better than the Ipad 2. Apple, unsurprisingly, produced a great ad - despite their arguably overhyped product.
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