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Entry 4

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Submitted By rffyee96
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Yee, Raffaelle Lemarc T. ENGLCOM C44
11350288 Entry # 4

“As light as a feather”
(1) Apple. Co Company had recently launched their new and improved product the “iPad Air”. (2) Apple has unveiled their new slimmed down version of the iPad tablet but will charge customers up to 739 euros. As always with Apple, expectations on systematic breakthrough hardware innovations are irrational. Apple is good at inventing new products like iPod, iPhone and iPad and at maximizing profitability of its product range over time through software innovations and clever marketing. Today's new range of products from iPad Air, iPad Mini 2 and new line of MacBook computers are great additions to the Apple product portfolio just in time for the holiday season. They will maintain Apple's premium positioning in the increasingly competitive tablet market. Apple is increasingly offering free content, services like iLife, iWork, iPhoto, iMovie and etc. Marketers need to wake up to these new opportunities by differentiating their tablet strategy. Apple's iPad Air is beautifully light, so much so you can handle it with one hand. To promote it they launched a commercial about it, called “Your verse”. (3) Apple wanted consumers to know that the iPad is an inspirational device, which becomes a tool to create something that would enrich your life experience as a whole.
(4) The ad evokes emotions that mean to inspire and take pride in one's life. It focused on the capabilities of the iPad as a device to express the creativity of the human beings. The Ad describes why people read and write poetry and how everyone can contribute a verse to the world. The ad is a continuation of Apple’s previous “Life on iPad ” commercial. The commercial does not pull the same intention as of Apple’s recent ad for the iPhone 5s and AirPlay but rather as a statement of what an iPad can contribute to the

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