Where form meets function

Apple has released a new ad for its iPad Pro in which it really wants us to believe that the device can be used a laptop computer.

The tech giant released the ad, titled “What’s a Computer?,” earlier this week and in it extols the virtues of its high-end tablet designed first for corporate users who need both performance and practicality in working environments. It showcases how with help from its keyboard-cover combination, it can act like any notebook or laptop you’ve used before.

“Just when you think you know what a computer is, you see a keyboard that can just get out of the way. And a screen you can touch—and even write on,” the narrator says. “When you see a computer that can do all that, it might just make you wonder, ‘Hey, what else could it do?’”

It’s understandable why Apple wants us to think of the device in this way. The line between computers and tablets has never been so blurred, and the company will want to pounce on people looking to buy a “hybrid” device rather than splashing out of two separate ones.

Apple is the only major tech company that does not offer a “traditional” hybrid device in its product lineup, so instead of making one, they’re just going to convince us that the iPad Pro does the job. Which, if you discount the fact it runs on the same iOS software as its other iPads and iPhones, rather than the El Capitan software on its desktops and MacBooks, it kind of has a point. Watch the ad above.

After you’ve finished, this iPhone 7 Plus prototype video shows off the new blue color, dual camera and no headphone jack.

In other Apple news, here is every single new emoji dropping with Apple’s iOS 10.

Daniel is the editor of Highsnobiety Life. He grew up in north of England and is now based in Berlin.

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