On the day of the annual Academy Awards ceremony, Apple has begun airing a new iPad Air advertisement highlighting how the tablet is used in the filmmaking industry. The new video advertisement is narrated with excerpts from notable movie director Martin Scorsese’s 2014 commencement speech at the NYU Tisch School of the Arts. The video, embedded below, is accompanied by a website highlighting specific stories of the iPad being used to make movies. These video stories were actually filmed and edited on iPads. The new website also discusses key video planning, filming, and editing applications for the iPad such as Final Draft, Garageband (but not the consumer-focused iMovie), and VideoGrade. This film-focused advertisement follows a music-oriented one that aired on the day of the Grammy Awards.
Grammy Award February 22
Grammy Award February 12, 2012
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The Recording Academy announced in December that Steve Jobs would be honored with the Trustees Award for “outstanding contributions to the industry in a nonperforming capacity.”
On behalf of Steve’s wife, Laurene, his children, and everyone at Apple, I’d like to thank you for honoring Steve with the Trustees Grammy Award. Steve was a visionary, a mentor, and a very close friend. I had the incredible honor of working with him for the last fifteen years.
Accepting this award means so much to me because music meant so much to him. He told us that music shaped his life…it made him who he was. Everyone that knows Steve knows the profound impact that artists like Bob Dylan and The Beatles had on him.
Steve was focused on bringing music to everyone in innovative ways. We talked about it every single day. When he introduced the iPod in 2001, people asked “Why is Apple making a music player?” His answer was simple: “We love music, and it’s always good to do something you love.”
His family and I know that this Grammy would have been very special to him, so I thank you for honoring him today.
YoYo Ma, the world renowned Cellist and friend of Jobs, paid tribute: