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Apple has posted two fascinating Your Verse iPad promos this weekend. The first highlights composer and conductor Esa-Pekka Salonen. He created an iPad application that assists him in creating his music and in conducting:



To open up classical music for a new generation of listeners, Salonen set out to demystify the workings of an orchestra. “I wanted to shed light on the symphony orchestra — its history and its present. To explain how and why it works the way it works,” he says. That led Salonen and his colleagues in the Philharmonia to develop The Orchestra app for iPad.

The Orchestra harnesses the power of iPad Air to provide users with an interactive, immersive look at all the elements of an orchestra. “All of a sudden, what looks kind of odd and distant and maybe a little abstract becomes much more real and normal,” Salonen says. “I’d be delighted if somebody would discover classical music through The Orchestra.”

Along with several videos and written explanations about how the iPad can be used in an orchestra setting, this new Apple ad provides links to music applications in iTunes.

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The second new Your Verse campaign highlights the work of traveling writer Cherie King. King, who is unable to hear, uses the iPad as a navigation tool:


Born with no hearing in both ears, King relies primarily on her ability to read lips, leaning on her hearing aid to help understand conversations better. She’s traveled to 31 countries and five continents. Along the way, her iPad has become an indispensable sidekick. “Even simple things like overhead announcements at airports are hard for me to pick up,” says King. “So I’ve missed flights because I didn’t hear about a gate change. Now I use apps on my iPad to see notifications of flight changes.” King uses multiple apps — from travel guides to maps to language and translation apps — to connect with people and explore every destination to the fullest. “iPad is one of my essential travel tools,” says King.

Apple, too, highlights the App Store apps for iPad that are discussed in this campaign. TechCrunch says that Apple will be airing TV ads based on these campaigns beginning today. Previous iPad “Your Verse” campaigns highlighted usage in India’a Bollywood industry and for advanced mountain hiking.

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