iPad

Apple released a new iPad TV (video) ad on Aug 17th (embedded below)…

This time iPad is DELICIOUS! Apple features a half dozen (or so) apps in the add – I noticed Epicurious, Flipboard, Fruit Ninja, iBooks, Brushes, Pages, The Elements (I believe) and Star Walk…

The ad was created by Apple’s Los Angeles based ad agency TBWA (Media Arts Lab) – the mastermind behind the effort was Duncan Milner (CCO), he was supported by ECDs Eric Grunbaum and Scott Trattner, CD Chuck Monn, ACD Demian Oliveira, AD Jay Berry, copywriter Julia Oh. Agency producers were Perrin Rausch and Nathan Nowak.

The ad was shot by director Mark Coppos (Green Dot Films) – Michael Farrell was director of photography. Editor was Jared Coller of Nomad Editing Company. Finally post production work was completed atwas done at Dtrain FX by Ben Gibbs.

Here is the full list of credits (Source areadesigners @ YouTube):

The commercial titled Delicious was done by TBWA\Media Arts Lab advertising agency for Apple iPad (APPLE company) in USA.

Advertising Agency: TBWA\Media Arts Lab, USA
Chief Creative Officer: Duncan Milner
Executive Creative Directors: Eric Grunbaum, Scott Trattner
Creative Director: Chuck Monn
Associate Creative Director: Demian Oliveira
Art Director: Jay Berry
Copywriter: Julia Oh
Agency Producers: Perrin Rausch, Nathan Nowak
Production Co: Green Dot Films
Director: Mark Coppos
DP: Michael Farrell
Editorial Co: Nomad Editing Company, Inc.
Editor: Jared Coller
Post Co: Dtrain FX
Artist: Ben Gibbs

Here is the messaging script:
————————————-
iPad is:
delicious
current
learning
playful
literary
artful
friendly
productive
scientific
magical

iPad
————————————-

Here is a yet another top app list, this time compiled by Craig Grannell and published by TechRadar.com. The source article with a ton of screenshots is here (ignore the fact that the URL says “Top 20″ while the actual article title is “Top 30″, the more the better…)

Anyhow, I am probably aligned with 70% of the picks, an app or two are missing here – yet, installing each of the listed items will not be waste of precious memory space.

Finally, each listing item has a link to the corresponding iTunes page and I also added a column with the iTunes ID for easier searching. You’ll notice that most of the apps are geared towards iPhone/iTouch users even though many of the listed apps have a corresponding iPad versions.

Enjoy!

01) Facebook (iTunes ID: id284882215)
02) Gorillacam (iTunes ID: id342972390)
03) RunKeeper Free (iTunes ID: id300226023)
04) Stanza (iTunes ID: id284956128)
05) Dropbox (iTunes ID: id327630330)
06) thetrainline (iTunes ID: id334235181)
o7) Skype (iTunes ID: id304878510)
08) Movies (iTunes ID: id284235722)
09) TonePad (iTunes ID: id315980301)
10) Thomson Reuters News Pro (iTunes ID: id314213167)
11) Twitter (iTunes ID: id333903271)
12) Comics (iTunes ID: id303491945)
13) Wikipanion (iTunes ID: id364195592)
14) Evernote (iTunes ID: id281796108)
15) Kindle (iTunes ID: id302584613)
16) Around Me (iTunes ID: id290051590)
17) Dictionary.com – Dictionary & Thesaurus (iTunes ID: id364740856)
18) Air Video Free (iTunes ID: id313056918)
19) Photoshop.com Mobile (iTunes ID: id331975235)
20) iHandy Level Free (iTunes ID: id299852753)
21) Instapaper Free (iTunes ID: id284942713)
22) PCalc Lite (iTunes ID: id300311831)
23) iBooks (iTunes ID: id364709193)
24) Red Laser (iTunes ID: id312720263)
25) eBay Selling (iTunes ID: id357878618)
26) eBay Mobile (iTunes ID: id282614216)
27) Google Earth (iTunes ID: id293622097)
28) XE Currency (iTunes ID: id364733584)
29) Shazam (iTunes ID: id364305715)
30) Bump (iTunes ID: id305479724)

This one comes as a bit of surprise – Barnes&Noble has announced today that they will release an App for the iPad – essentially it’ll be an eReader that will allow you to view digital books sold through BN. I am not sure how this will jive with the concept of iBookstore, i reckon the two will not be competitors (they recently announced an alliance) yet it’ll be interesting to see how Apple is going to react to this. Another interesting point would be to hypothesize about possible sale of magazines (and other content) via RSS reader type devices (e.g., just announced Google Reader for iPad – another potential challenger to the Apple store/iBookstore concept.

Back to BN, here is blurb from what’s posted on the company’s blog:

We’ve been getting lots of questions from customers, so we wanted to confirm that we will soon be adding a new B&N eReader for iPad – continuing to fulfill our promise of providing consumers any book, any time, any where.
Designed specifically for the iPad, our new B&N eReader will give our customers access to more than one million eBooks, magazines and newspapers in the Barnes & Noble eBookstore, as well as the existing content in their Barnes & Noble digital library. (That includes eBooks and content customers have downloaded to their nook eBook reader.)

My quick take on the looming war between iPad and Kindle: given the specs and demoed GUI iPad will destroy kindle in every sense. The fact that five biggest book publishers (Hachette, Macmillan, Simon & Schuster, Harper Collins, Penguin Group) are on board with iPad Amazon simply cannot compete provided their current hardware offering remains as it is (or incrementally improved).

Amazon senses the danger and they already increased the royalty cut for the publishers to 70% (70 percent of list price net of delivery cost) [as of 1/20/10].

Amazon states that authors get 7-15% of the list price for paper books and 25% of net for digital books. Needless to say, the 70% royalty looks like a good deal (it’s not as simple as this as Amazon requires that the price is below 10 bucks and that the digital offering includes bells and whistles like txt-to-spch)

70% cut sounds familiar? Yep, Apple pays 70% royalty to iPhone/iPad developers for apps sold via iTunes. Competition and market-forces at work? I don’t see anything else that would be a feasible explanation for Amazon’s gracious increase in publishers’ royalty from 50% to 70%.

Let the thousand flowers bloom…

PS

Check out the Delicious Library (DL) – former DL employees (Mike Matas, Lucas Newman, Tim Omernick) are some of the folks that helped with the iBooks’ overall design/look