Apple has just launched a new ad campaign called `We Hear You`, and it`s going to show real people how iPad Pro can solve their real computing problems.
`We Hear You`, Apple`s new iPad Pro campaign, reminded me immediately of `Get a Mac`, the classic series of ads that had John Hodgman as PC and Justin Long as Mac show how Windows pain points could be easily, often delightfully fixed simply by switching to a Mac.
Apple has had its biggest success with iPad when it`s targeted people who were alienated and frustrated by traditional Windows PCs. Smart people. Productive people. Creative people. People who, simply by virtue of nature or nurture, found pointers and file systems indirect and abstract.
`We Believe`, the iPad 2 ad where Apple affirmed for them that technology alone wasn`t enough, that it had to get out of their way for magic to really happen, was like a breath of fresh, directly manipulable, infinitely relatable air.
`Your Verse`, the iPad Air campaign, touched o...
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