It's hard not to like the new iPad ads. They're no great departure from previous marketing efforts but, unlike the recent run of iPhone commercials, they offer a simple difference - no voiceover.

With an upbeat backing track and the words loud, deep, alive, wild, bright and together plucked from a stream that looks worryingly like subliminal advertising, a swathe of colourful apps blast by to illustrate different meanings of these chosen adjectives.

All the while, we assume, the developers of the included non-Apple apps rub their hands at the prospect of an uptick in downloads. 

The ad does its simple job simply. Even as iPad owners we were left thinking "I want one of those" and the campaign does well to include the iPad mini alongside its larger counterpart throughout. The ads also tout the many fun and creative uses of the iPad as opposed to simple content consumption, which makes them as applicable to current iPad owners as they are to prospective purchasers. That's a neat trick for any brand. 

Ultimately, the ads feel more iPod than iPad but then perhaps that's the idea. 

Sometimes iPad marketing isn't about telling the suits that they can use it as a business tool or for frightening competitors in the tablet market.

Sometimes the iPad and its ads are just about fun. 



In the lead up to any major announcement from Apple there are normally a few leaks that help build hype or gauge public reaction.

An "unnamed employee" casually disclosing features to a not-so-off-the-record reporter can be just as helpful as a focus group when it comes to measuring consumer reaction to an upcoming product. Blog comment sections and social networks go wild and forums froth with manic discussion. Almost all of this chatter provides useful (not to mention free) information for the company in question and helps them to prepare for a hit or avoid a disaster.

While we're sure that the iPhone 4 being left in a bar wasn't part of a controlled leak on Apple's part, it's well known that the company does (or at least did during Steve Jobs' tenure) like to feed tidbits to the open-mouthed masses in order to cultivate the requisite level of hysteria come keynote time, while also taking the temperature of the market.

It now appears, be it intentional or not, that Microsoft is enjoying the same increase in attention through tags on its support site that mention as yet unconfirmed versions of Office products for iPhone and iPad. 

Mac Rumors  picked up the story from while many others including Pocket-Lint, Cult of Mac, The Verge and 9to5Mac have all covered the news. All of these posts include grabs of the product listings in question, with Office Mobile for iPhone, Excel and PowerPoint for iPad all mentioned. 

Whether this was a genuine mistake by overzealous Microsoft staff in Europe or a cunning leak from Redmond, the result is the same. Sites (like us) are writing about it and people (even you!) are reading about it. 

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