Apple Keeps Campaigning for a Better User Experience rather than Boasting on Hardware Specifications for iPad 2 Commercials

Apple has revamped its current commercial advertisement for the  iPad 2 as now it portrays the groundbreaking tablet device giving the users "delightful, even magical" experience rather than simply mentioning the specifications and the functionality of the device.

The spot in the video begins with saying that "This is what we believe." Than it implies it point that "Technology alone is not enough, faster, thinner, lighter; those are all good things. But when technology gets out of the way, everything becomes more delightful, even magical. That's when you leap forward. That's when you end up with something like this." After this the screen fades and suddenly "iPad 2" appears in titles.

Apple cleverly denied responding to few queries raised regarding the precise technical specifications of iPad 2 at the time of its release as well.  One such query was made related to the amount of system RAM, which remains a mystery. It now seems like Apple is completely concentrating on the functionality of the project, which largely lies on the applications used on it in place of its features. Few applications added by Apple itself to the iPad Store were iMovie and Garage Band.

Apple is definitely spending more time to work on the functionality of iPad and adding uniqueness to its features, because it is assumed that these will be the aspects which the rival products will have a hard time competing in. Devices like RIM's yet-to-come Playbook, Android's new 3.0 Honeycomb tablets, and HP's new TouchPad are the few rival products in the very limited market of tablet.

The strategy of making the functionality and user experience the focal point of its a product is not new by Apple. It used completely similar strategy while advertising during its ‘Get a Mac campaign’ which also gave a comparative implication of simple Mac experience in relation to the frustrating, troublesome problems faced by the PC users. PC makers, on the other hand, are very versatile on this matter as they very less advertise their product’s experience like Apple. They have a traditional history of making the CPU speed, RAM, disk storage, and price, as their selling point of the devices.