Apple's new iPad Pro campaign doubles down on the Post PC promise

Is the iPad Pro a computer or isn't it? Is is something better? These are the existential questions Apple has to answer time and again. The latest iPad Pro ad campaign comes at a time when we're expecting a refresh of the tablet line and is are based on tweets from frustrated PC owners. There are various instances where iPads are better than a computer (or a PC), with better battery life, no risk of viruses and 4G-LTE variants available for on-the-go use.

Apple sees the iPad Pro as the future of computing, that much is clear. It has continued to push the device in enterprise with partnerships from SAP, IBM and others and has even matched various features of popular 2-in-1 PCs (keyboard, pencil, more powerful processors, the ability to edit 4K video). With iPad sales continuing to shrink, the company needs to bring awareness to what the product can do for users and, hopefully, come up with updated versions that offer more compelling reasons to upgrade.