Apple has kickstarted the battle between iOS and PC devices
Apple appears to have re-ignited the war between PC and Mac devices in an extraordinary new ad campaign.
The iPhone and iPad manufacturer has launched a series of new adverts promoting the iPad Pro, and slamming the many faults that affect computers.
Apple states that the iPad Pro is “better than a computer”, and calls out the likes of Microsoft for not offering the same power and portability as its premium tablet.
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The 15-second adverts, released on Apple's YouTube page and also on Twitter, look to correct many people’s aversion to seeing an iPad or iPad Pro as equal to a computer, probably due to its smaller size.
One of the adverts hits back at a tweet from someone saying, “An iPad Pro is not even close to being a computer”.
However Apple counters this with the claim that the iPad Pro is not meant to be like a computer, and in fact is, ”faster than most laptops, has LTE like your phone and has a touchscreen you can write on."
Apple has launched a new assault against Windows PCs
Another advert specifically calls out Microsoft, showing how you don’t need a Windows PC to download and use programs such as Word.
Instead, iPad Pro users can get their hands on iOS versions to use on they devices, allowing them to, “do more with Word”.
Yet another harks back to the old boasting point about Apple devices – that they don’t get viruses.
The ad says “You know, an iPad Pro doesn’t get pc viruses – so relax, there’s nothing to be afraid of.”
The company does not mention the vast price gulf between an iPad Pro, which sells from £579 for the most basic model from the Apple Store, and mid-range Windows 10 laptops, which are widely available for less than £500.
It’s not known exactly why Apple has gone on the offensive now, but the company is rumoured to be preparing several updates for the device in 2017.
Reports have claimed that Apple is gearing up to launch no less than three iPad devices later this year as it looks to relaunch into the tablet market.
This includes an entirely new edition of the iPad featuring a 10-10.5in screen that stretches almost to the edge of the front panel, alongside the existing 9.7in model, which will become the entry-level device.
Apple is reportedly set to launch several new iPad models in 2017
Alongside this new device, Apple is also thought to be planning an update to both the existing 9.7in iPad and 12.9in iPad Pro models – possibly at its WWDC event later this year.
This would primarily be through a major hardware improvement, with the latter device being upgraded to a tweaked version of the A10 chip that currently powers the iPhone 7.
The smaller new iPad would probably be a version of the A9 chip from the iPhone 6S smartphone, made by Samsung.
However there was no news on the iPad Mini, which has seen a major slump in sales as consumers instead move towards larger-screen smartphones.