Apple's "What's a Computer?" Ad Stirs Controversy and Inspires Change for Content Creators
Estimated Read Time: 5-6 minutes
Six years ago, Apple challenged the world's perception of a computer with its 2017 "What's a Computer?" ad campaign for the iPad Pro. The ad spotlights a young girl using her iPad Pro in a variety of settings throughout her day. She uses it for tasks like note-taking, video chatting, photo editing, drawing with the Apple Pencil, and utilizing augmented reality applications. The central theme of the ad is the seamless integration of the device into her daily life, blurring the lines between traditional computers and the iPad Pro.
The closing scene is particularly notable: a neighbor sees the girl in her yard with the iPad and asks, "What are you doing on your computer?" The girl responds, "What's a computer?" This exchange encapsulates the ad's overall message — that the iPad Pro is not just a computer, but a new, more intuitive and versatile way of accomplishing tasks, suggesting a future where traditional computers might become obsolete or less central in our lives.
Apple's Audacious Ad and the Internet's Response:
By challenging the very definition of a computer, Apple has managed to both captivate and infuriate many users. Despite the innovative message, Apple faced backlash for not providing adequate resources or tools to help users transition to this new reality. However, recent developments suggest that the company has been listening to its users.
“ Neighbor: Hey, what you doing on your computer?
Kid: What’s a computer?”
iOS Pro User Experience Concerns:
Since the release of the ad, iOS Pro users have voiced their concerns and desires for a more professional experience on their devices. Top requests included better multitasking* capabilities, improved file management, and the availability of Mac-exclusive professional apps like Final Cut Pro and Logic Pro on iOS.
*Better Multitasking: Powerful Multitasking with Stage Manager and Full External Display Support
Pro Apps Come to iPadOS:
Today, Apple announced that it would be bringing Final Cut Pro and Logic Pro, previously Mac-exclusive pro apps, to the iOS platform for iPad’s touch-first interface. This is a game-changer for content creators, as it allows them to edit and create professional-grade content on their iPadOS devices. With iMovie already offering a taste of on-the-go video editing, the addition of these professional apps will significantly enhance the creative process for many users.
Personal Experience with iMovie:
As a content creator, I have personally used iMovie on my iPad to create drone films while traveling. Editing on the plane has been a fun and convenient way to work on my projects, and the addition of these professional apps will only enhance that experience.
Apple M Series and iPad Lineup Expansion:
In addition to the Pro Apps, Apple has also introduced the new Apple M Series, which expands the iPad lineup. This move signifies Apple's dedication to enhancing the iPad experience for professional users. Final Cut Pro is compatible with M1 chip iPad models or later, and Logic Pro will be available on A12 Bionic chip iPad models or later. Final Cut Pro for iPad and Logic Pro for iPad require iPadOS 16.4.
Alternatives to Final Cut Pro and Logic Pro:
For users who prefer alternatives to Apple's professional apps, there are options like LumaFusion/DaVinci Resolve for video editing and Cubasis for music production available on iOS.
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With a user-friendly interface and powerful features, LumaFusion enables users to create and edit high-quality videos with ease. It offers a multi-track timeline, advanced audio tools, color correction, and various effects, making it an ideal choice for content creators, journalists, and filmmakers on-the-go.
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Hollywood’s edit and color tools. DaVinci Resolve for iPad is a powerful video editing app available on the Apple App Store, designed specifically for iPad users. This professional-grade app offers a comprehensive set of editing tools, including advanced color grading, visual effects, and audio post-production capabilities.
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Cubasis 3 is a mobile digital audio workstation (DAW) for iOS devices, offering professional tools for recording, editing, and mixing audio and MIDI tracks. With an intuitive interface, virtual instruments, and audio effects, it is popular among musicians and producers for creating high-quality music on-the-go.
Unlocking Value for A12 Bionic and M Chip Devices:
The release of these Pro Apps on iPadOS will unlock the full potential of Apple's powerful A12 Bionic and M series chip devices, enabling users to make the most of their hardware.
Learning — Free Today @ Apple Sessions:
To help users get the most out of these new additions, Apple is offering free Today @ Apple sessions. These workshops will teach users how to use the new apps and maximize their creative potential on the iPad.
Learn, create, and be inspired with Today at Apple. Find a session that’s right for you.
Conclusion:
Apple's audacious "What's a Computer" ad may have initially sparked controversy, but the company has responded to user concerns and is now delivering on the promise of a more professional iPad experience. With the introduction of touch-first versions Pro Apps Final Cut Pro, Logic Pro, and an expanded iPad lineup, Apple is empowering content creators to redefine their creative process.