Apple released a new iPad ad during the Grammys on Sunday, showing how the tablet can be used to create music
The 60-second spot features recording artists Elliphant, Riton and The Gaslamp Killer, showing various stages of the creative process. In the ad, we see the iPad being used to write and read lyrics, create beats, record and mix tracks — and, finally, perform live
The ad has a frenetic pace, which differs from most of the company’s other spots. It was filmed entirely on an iPad by Parisian filmmaker So Me, and based on current rates for ads during the Grammys, Apple paid more than $2 million for the spot Read more…
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