Apple is publicly admitting that it's iPad Pro is not a computer, isn't trying to be a computer, and, once we are disarmed with this admission, Apple hits us with reasons why that's a good thing. Better Than A Computer :15Don't Hunt For Wi-Fi :15No PC Viruses :15There's one more in the campaign supporting Word, but you get the idea. The work takes a perceived negative - that the iPad Pro is not a computer, so not as good - and turns that into a series of compelling positives. Oddly, only the "Better Than A Computer" spot actually admits overtly that the iPad Pro is not a computer, which I think is too bad. But the other spots strongly imply the "non-PC nature" of the iPad Pro with their superiority claims, so it all still works.

Source: Forbes February 22, 2017 18:45 UTC