A signature Apple characteristic is their marketing style: they love pulling on the heartstrings of consumers, and their newest commercial is nothing less than that.
For its newest iPad Air commercial, the company mixed in Robin Williams' lines from the 1989 classic, Dead Poets Society. Just like most of Williams' serious roles, a la Good Will Hunting, his speech is meant to inspire, and that's exactly what Apple wants to do with their new campaign. Titled "Your Verse," the commercial sees filmmakers, fishermen, children, and hockey players, use the iPad Air to document and better understand their surroundings. As easy as it might be to call out companies' exaggerations when making commercials like this, the iPad Air has been mostly regarded as a great device, and if in the right hands, can likely be used to do great things.
