iPad 2 TV advert – We Believe

4 April, 2011 - Paul Dixon
iPad 2 advert

Apple posted an iPad 2 TV advert to its YouTube Channel yesterday. Titled ‘We Believe’ it opens with the statement “technology alone is not enough” and despite being only 30 seconds long manages to show an iPad 2 being used for a wide range of tasks including viewing a home video, monitoring heart rates, typing an email, looking at financial data and playing a guitar.

With a voiceover by Peter Coyote and background piano music playing, the advert has a sentimental tone. Apple is clearly playing on the user experience card – making something faster, lighter and thinner are all good things but it’s what you can do with the iPad that’s most important. It’s what Apple have excelled at, and while some may consider the advert overly-sentimental it’s not difficult to imagine many people (especially less tech-savvy types) being swayed by it.

Watch the iPad 2 TV Advert

About the author

Paul Dixon is the owner of Macsessed. He lives in Lancashire in the UK where he works as a web designer. You can find him on and Twitter.
  • Welldirty

    I am desperately seeking for the composer’s name … i love the piano background so much. please help, if you can … thanks a lot.

  • Maci1771

    ┬áthe music is beautiful – would love to know who the composer is and if it is available on cd

  • Macsessed

    Thanks for the comments, unfortunately I can’t find any information about the composer. I suggest keeping an eye on this Wikipedia page though: http://en.wikipedia.org/wiki/List_of_music_used_by_Apple_Inc.