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Apple's Latest Ads Highlight The iPad Pro's Power, The Apple Pencil's Lag-Free Experience

Apple seems to be expanding its iPad Pro campaign centered on user's tweets, as shown in the latest set of ads featuring the new iPad Pro.

Apple Unleashes New iPad Pro Ads

The ads, published a week ahead of the refreshed iPad Pro launch, boast the tablet's proprietary A10X Fusion chip and the Apple Pencil's lag-free experience, among other things.

iPad Pro: A New Kind Of Power

The first one, posted on Friday, June 9, explains how powerful the iPad Pro is, thanks to the Apple A10X Fusion chip packed underneath the tablet. The ad, called "A new kind of power," is a little bit out of Apple's typical style, featuring blaring and overhyped vocals, the kind one hears on overly macho ads. Still, the message is clear: the iPad Pro is a powerhouse. The ad is complemented with explosions and rapid cuts of the iPad performing a power-intensive task such as video editing.

iPad Pro: The Amazing Apple Pencil

The other one, called "The amazing Apple Pencil," starts off with a tweet asking "What's so great about the Apple Pencil?" Apple then explains that with the new iPad Pro, drawing with the Apple Pencil renders no lag whatsoever, akin to writing on paper in real life.

The actor then asks, "What's the big deal about a little lag?" but then his speech is out of sync with the movements of his mouth. It's a comedic but effective ad that explains what the Apple Pencil is, while also visualizing why lag is an unpleasant experience — in a way that makes the whole thing memorable. Also, it's quite similar to the "Get A Mac" ads of yesteryear, which featured two people representing a Mac and a PC.

The ads, which are mostly real-life depictions of tweets targeted at the iPad line, have been running since February, often only 15 seconds in length. Some of the ads take aim at Windows PCs, and some even feature criticism of the iPad only to be debunked.

iPad Pro

Apple officially unveiled the 10.5-inch iPad Pro during its WWDC keynote address a few days ago. The upgraded tablet comes with a six-core A10X Fusion chip paired with a 12-core GPU. Apple claims the chip makes the new iPad Pro 30 percent faster in terms of CPU performance and 40 percent faster in terms of GPU performance.

The new tablet also sports the same cameras found on the iPhone 7, which means it has a 12-megapixel camera with optical image stabilization, along with a 7-megapixel front-facing camera.

Apple has also beefed up its Retina display with the so-called ProMotion technology, which is responsible for the tablet's lag-free performance.

"These are by far the most powerful iPads we've ever created with the world's most advanced displays featuring ProMotion, the powerful new A10X Fusion chip and the advanced camera system of iPhone 7," said Greg Joswiak, Apple's vice president of Product Marketing.

You can watch the two new iPad Pro ads below, and you can head over to Apple's YouTube channel to see other ads, as well.

Thoughts about the ads? Did they make you want to buy the new iPad Pro? Or are you more convinced on getting a Microsoft Surface Pro instead? Feel free to sound off in the comments section below!

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