Apple pitches iPads with purpose

Apple “Everything Changes with iPad” by TBWA\Media Arts Lab.
Apple “Everything Changes with iPad” by TBWA\Media Arts Lab.

To address flagging sales, the company showcases real-world uses of its tablet

IPad sales aren’t what they used to be. So Apple is trying to reinvigorate interest with a campaign called "Everything Changes with iPad" that highlights some of the device’s lesser-known functions.

A 90-second video created in-house shows people using iPads to monitor the heat of a grill, navigate a foreign city, read a picture book to a child long-distance, control a toy robot and more.

The apps used in the spot —  including NYTimes Cooking, Metamorphabet and  Tripomatic — are collected on a colorful mini-site under six headings: Learning, Cooking, Small Business, Traveling and Redecorating.

"IPad can change the way you do things every day," says the site. "We put together some of our favorite apps and ideas to help you get started." The micro-site also features a section called "Why iPad?" that presumes to answers consumer questions about the device’s necessity in a world of large-screen phones and featherweight laptops.

Despite Apple’s strong performance in the first quarter of 2015, iPad sales were down 23% year over year. That represents the fifth straight quarter of declining iPad sales. Though the 5-year-old device is still a big seller — the company sold 12.6 million of them last quarter — analysts say market saturation and larger iPhones are cutting into demand.

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