Recently, Apple posted two new ads from their campaign named “Your Verse“. These two new story materials are called Orchestrating Sound” andExploring Without Limits“. The first one it’s based on a profile of renowned composer Esa-Pekka Salonen and how he usese the iPad to make symphonies.


The second one follows the deaf travel blogger Chérie King and how she uses the iPad on all of her trips around the world. While the profile of Salonen has three video, the travels of King has only two. The both stories have their own webpage that can be found here – Orchestrating Sound, and here – Exploring without limits.


In these video materials, Apple has a very human approach to advertising tech without saying anything about the specs of their products or comparing to a competitor product.