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Apple’s new iPad Pro ad puts the focus back on creators

Screenshot from iPad ad featuring an actor in front of a green screen in three illustrated scenes.
The latest iPad ad is much more human-centric. | Image: Apple / YouTube

Apple is back with a new iPad ad, seemingly crafted as a chaser after the last spot left a bitter taste in some people’s mouths.

Titled “Worlds Made on iPad,” the minute-and-change video features actor Sofia Wylie on a green screen set. Then, the screen splits into three views, each with a different animated backdrop that evolves as she crawls, leaps, and floats through the stylized spaces. It’s a distinctly different vibe from the last one, which, uh, didn’t go down well.

That ad — titled “Crush!” — featured an array of instruments, paints, sound mixing equipment, and other artistic tools being crushed in a hydraulic press, all smashed together to create a shiny new iPad Pro. Unsurprisingly, many creators didn’t take kindly to seeing…

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