Apple has debuted two new video ads for its “Your Verse” iPad Air campaign that showcases the tablet being used in a variety of situations. The pair of ads profile Esa-Pekka Salonen, a Finnish conductor who composes music with the iPad Air, and travel blogger Chérie King, who uses various apps to map her journeys and translate foreign languages on the fly. Salonen’s Your Verse ad displays the musician taking a simple musical concept and developing it into a full composition, using apps such as Touch Press’ The Orchestra and Notion to sound out various instruments. The composer is also seen using Pianist Pro, which is shown being used before a whole orchestra plays a musical piece.
Apple on Sunday released two new spots for its “Your Verse” iPad campaign touting the tablet’s music creation and travelogue capabilities with stories from composer Esa-Pekka Salonen and travel writer Cherie King. Along with the new tales, Apple rejiggered its Your Verse webpage layout to include more text and videos, while taking away interactive graphs and timelines seen in previous installments. In addition, Apple now includes apps featured in each verse and, in Salonen’s case, iTunes exclusive music. In “Orchestrating Sound,” composer and conductor Salonen explains how he and his colleagues created The Orchestra, an app that “demystifies” orchestral music for the masses. Using realtime audio, video and an interactive score, the app lets users explore eight pieces from masters like Haydn, Beethoven, Mahler and Stravinsky. “All of a sudden, what looks kind of odd and distant and maybe a little abstract becomes much more real and normal,” Salonen said of his app. “I’d be delighted if somebody would discover classical music through The Orchestra.”