Running second only to the iPhone in terms of sales of Apple products, the iPad continues to dominate the tablet space, further fueled by the late 2013 release of the iPad Air and the iPad mini.
Now, in what appears to be a follow-up to the artistic marketing approach given to the iPad back in October, Apple has released a new iPad commercial spot that relies heavily on poetry set to inspiring imagery.
See also: The Beginner's Guide to Your New iPad
The video opens to a montage of moments showing people using the iPad to shoot video in remote locales, photograph live music events, analyze data in various business and strategic situations and even control robots.
But the connective thread throughout the entire spot is the voiceover, an audio clip taken from the 1989 film Dead Poet’s Society.
In one of the film’s pivotal moments, Robin Williams (as Professor Keating) attempts to inspire his students by delivering a speech about creativity.

William’s voiceover states the following:
We don’t read and write poetry because it’s cute. We read and write poetry, because we are members of the human race. And the human race is filled with passion. And medicine, law, business, engineering, these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love, these are what we stay alive for.
To quote from Whitman: ‘O me, O life of the questions of these recurring. Of the endless trains of the faithless. Of cities filled with the foolish. What good amid these, O me, O life? Answer: That you are here. That life exists and identity. That the powerful play goes on, and you may contribute a verse. That the powerful play goes on, and you may contribute a verse.’

What will your verse be?
Apple’s dramatic video is linked to a special page on its website that promises to deliver a series of video essays devoted to showing off how the iPad is being used as a content creation device.
This calculated approach to recast the tablet as a tool of creation as opposed to a device focused on passive consumption could be key to bolstering the iPad’s profile as a possible replacement for Apple’s increasingly less popular Mac desktops and laptops.
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Image: YouTube, Apple