Apple has debuted a new music-themed iPad commercial titled "Change" featuring Swedish singer Elliphant, Los Angeles-based producer Gaslamp Killer, and English DJ Riton. You can have a look at the new commercial at the end of this article.
The ad shows the three musicians composing a remix to Elliphant's "All Or Nothing" entirely on an iPad. The 1-minute ad contains the initial songwriting, production, recording, and other actions. The apps used to transform the iPad into a music creation tool include Apple's GarageBand for songwriting, iMPC Pro for production, Serato Remote for live performances and Manual Camera for filming video.
Apple dropped the new iPad TV spot just in time for the Grammy Awards and it seems the company has paid upwards of $2 million for the ad.
The tagline of the ad is "everything changes with iPad," and directs attention to a new iPad "apple.com/change" website. Of course, the release of the commercial is carefully planned and it could suggest that Apple is interested in raising awareness surrounding its upcoming music streaming service.