Apple launches 'Everything Changes' iPad campaign

Everything Changes with iPad

Apple has launched a new online iPad campaign titled "Everything Changes". The new microsite features Apple's "favorite apps and ideas" to help iPad owners get started on new hobbies. The sections include cooking, learning, small business, traveling and redecorating.

Each "Change with the iPad" page recommends three of Apple's favorite apps for that category. For example, the Cooking page highlights the apps Panna, NYT Cooking and Green Kitchen.

Apple has also launched a new video for the campaign.

This is not the first time Apple has launched an ad campaign selling the iPad as more than a way to play games or surf the web on the go. The company previously highlighted several music apps with a commercial starring recording artist Elliphant and DJ The Gaslamp Killer. The commercial was shot and directed by So Me using an iPad Air 2 and Manual Camera app.

Apple CEO Tim Cook recently defended the iPad after it was revealed that sales were down by 23 percent from last year. Cook admitted that the larger iPhone 6 models were cannibalizing iPad sales, but he added that he was iPad growth would return due to future products in the works.

Apple is expected to announce a larger iPad model geared towards the business and education markets later this year. The rumored iPad Pro will allegedly ship with NFC, Force Touch, a USB-C connector and a pressure-sensitive Bluetooth stylus.

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