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Apple’s New TV Ad Proselytizes: “We Believe”

Apple has once again reduced online delivery times for the iPad, this time to 2-3 weeks from 3-4 weeks, showing that supply is improving. It has a new TV ad to give a  gentle helping hand to demand.

Just in case you weren’t yet aware of the true beauty and life-enhancing features of the iPad 2, Apple’s commercial is here to remind you. It’s a cheeky mixture of both the hard and soft sell, blended seamlessly into a relaxing 31-second piece of you-know-you-want-and-need-it marketing.

Getty Images

But the latest commercial may proselytize a bit much even for the most diehard fans. Apple has already transformed a computer into a powerful status symbol and luxury item. Now, the Cupertino, California-based company is taking it to the next level by entering the enchanted world of wizardry.

Here’s the irony-free message from the advertisement: “This is what we believe: 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…”

What does it all mean?

Pay Dirt asked Apple about the ad; it had no comment. Of course, Apple never sold the iPad as just another computer. It has always distinguished its products from the competition: iMac versus PC, iPad versus tablet, iPhone versus Android. But if the iPad is magical, does it even need to compete?

Spare a thought for the executives at Samsung, who thought they were onto something when they called their tablet “Galaxy” and made a big deal about how it was marginally slimmer then the iPad. That’s old news. The advertising masterminds at Apple have moved on.

However, the ad does something else, which is smarter than you think. It’s entitled: “We Believe.” Cynics have long taken aim at quasi-religious symbolism of the iPad with some going as far as to create images of Moses with an iPad. They’re entertaining, if a little obvious. With the slogan “We Believe,” the Apple brand is slowly taking ownership of those criticisms too.

President Barack Obama was reported to be one of the first to get an iPad 2. More recently, Russia’s President Dimitri Medvedev was photographed using the iPad 2. They believe. Do you? Your comments are welcome. Notably, with an unseen flick of the wrist, all comments (and criticisms) relating to Apple’s official YouTube upload of the commercial have been disabled.

What do you think of the new ad?


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  • Pay Dirt examines the millions of consumer decisions Americans make every day: What to buy, how much to pay, whether to rave or complain. Lead written by Quentin Fottrell, the blog examines these interactions, providing readers with news, insight and tips on shopping, spending, customer service, and companies that do right – and wrong – by their customers. Send items, questions and comments to quentin.fottrell@dowjones.com or tweet @SMPayDirt.