*IDEAorange

message clarity, Apple does it so well.

Jeff Bezos made fun of the iPad when he intro­duced his new mini Kin­dle. “What’s the num­ber one thing peo­ple are doing on an iPad? he said. Then men­tioned some game the equiv­i­lent of Whack a Mole.

Well, every­one I have met is using it for pro­duc­tiv­ity. Answer­ing e-mail read­ing pro­pos­als, read­ing on the web.  So, where does the iPad go from here?

Big­ger and bet­ter places we think.

Apple hones that mes­sage and direc­tion in this new ad.