

iPad Pro
2019 Proposal
Ty Booyzen
 Table of Contents
Market Requirements _________________________3
Market Segmentation 4
Requirements Analysis 9
Product Requirements ______________________16
Hardware Analysis 17
Software Analysis 20
Accessory Ecosystem 21
Go-To-Market Strategy _____________________27
Launch Strategy 28
Pricing 32
Marketing Communications 35

!2
Market Requirements

Market Segmentation ___________________________4

Requirements Analysis _________________________9

!3
 Market Segmentation

Putting face to name.

Paige - College Student _________________________5
Danial - Creative Professional ___________________6
Sarah - Business Professional __________________7
Craig - Developer _______________________________8
These personas are summative of surveyed
individuals who have shown interest in iPad Pro
and might purchase the next generation. Given
market aspirations, these personas are focused on
individuals who currently do not use iPad Pro and
would be first-time users.

!4
Paige — College Student
Demographics Purchase Desires

Age I need my computer to be able to handle everything I do on my MacBook right

18 - 23 now. I would like to use a computer that lasts me a whole day, and that’s light
Education enough to keep in my bag all the time. A constant internet connection like on my
Pursuing Bachelors iPhone would be great so that I don’t have to worry about finding WiFi or setting
up a personal hotspot while I’m on the go most of the day.
Location
College Campus Near a I also carry around a lot in my bag right now so if it could replace my notebooks
Major City then that would be awesome. I also use my laptop for Netflix in bed at night so it
should have a good display and speakers.
Computer Literacy
Intermediate Concerns about iPad Pro

Current Solution
MacBook (2015 or older) and
iPhone
I’ve only really known 1 or 2 friends who use iPad Pro in college. I’ve seen the
ads on TV, and know its targeted to college students but I don’t think Microsoft
Office is really good on iPad. I’ve heard Google Docs, Slides and Sheets are
terrible on it, and I need a good way to manage my files. Some classes like my
basic programming class also require me to download certain software and add-
ons which I doubt are on iPad, and some of our web portals don’t work well with
touch screens. I don’t want to buy an iPad Pro only to have to keep my laptop
with me as well to do the things iPad can’t.

Influencers
I watch YouTube reviews for computers before I buy them. I tend to look out for
what my friends are using too.

!5
Danial — Creative Professional
Demographics Purchase Desires

Age I’m interested in a device that is more portable and adaptable than my MacBook
28 - 34 Pro but that can still handle large files, transfer those files quickly, and manage

Education onsite triage and most of my editing. It needs to do this quickly and intuitively. I
need access to Adobe solutions and other creative tools, as well as a large
Bachelors
accurate display with a wide color range and great speakers for video editing.
Location
It should also be able to handle some of the other tasks I have to deal with while
Metropolitan Area
traveling like email, file uploading and sharing to social media.
Computer Literacy
Concerns about iPad Pro
Advanced
I’ve heard a lot about iPad through blog posts by creatives I admire. It seems like a
Current Solution
great solution for traveling, and I especially like the idea of using Apple Pencil for
Very recent MacBook Pro
precise editing. My biggest concern is the limitations of the Adobe apps on iPad.
and iPhone
I’ve heard that there are a selection of apps to fill editing gaps but I worry about
getting accustomed to all of those. I’m also not sure about file management and
the process of loading files onto my iPad. I’ve heard iCloud can be a bit unreliable.
I don’t know if the smaller form factor will ever be adequate for hours of editing
especially when I can’t connect it to a large external display and use it with you
mouse or trackpad.

Influencers
I read a lot of blogs to get ideas and insights about equipment to use. I also have
good friends who are successful creatives that I rely on for advice.

!6
Sarah — Business Professional
Demographics Purchase Desires

Age I would like a computer that is able to do everything that my work laptop can do
40 - 48 now. I need it to be fast, and able to handle a lot of tasks and programs at once. It
should also have a pretty large display so I can see a lot of programs open at the
Education
same time. Most importantly it needs to be reliable so that I don’t lose my work or
Bachelors/Masters
run into any errors. Time is money.
Location
I like the idea of being able to use a tablet and stylus during tours and meetings for
Metropolitan Area
notes, and avoid printing so much out. But I’m pretty old-fashioned so it would
Family
need to feel like pen and paper without sacrificing the laptop experience when I
Married with Children need it.
Computer Literacy I can’t always charge my laptop on the plane and hate losing out on that time to do
Advanced work so I need something with great battery life as well.
Current Solution Concerns about iPad Pro
Work-provided Windows
I’m concerned that iPad isn’t able to do everything my Windows laptop can do nor
Laptop and iPhone integrate well with the different platforms everyone is using at work. This ranges
from Office-based work to accessing and working with our corporate ERP and
enterprise software. I also don’t know if iPad is able to connect to our secure
servers and if our IT department would allow it. We saw some ads and bought an
iPad for my son and he loves it but I don’t know if it’s really capable enough to be
used in corporate America right now — it’s not a real computer.

Influencers
My IT purchases are heavily informed by my company’s system administrators.

!7
Craig — Developer
Demographics Purchase Desires
Age
24 - 44
Education
Bachelors
Location
Metropolitan Area
Family
Married with Children
Computer Literacy
Expert Concerns about iPad Pro
Current Solution
MacBook Pro with External
Display, Keyboard and
Mouse, and an iPhone
*HIGHLY ASPIRATIONAL
PERSONA TO SATISFY*
Influencers
I need a computer that has a great processor that can handle very large code
libraries and compiling them. I would like a device that I can take with me without
compromising my ability to focus on my work. I need a pretty large display to
make sure I can run simulators and interface builder next to an editor. That usually
means running on an external monitor.
I work best when my coding environment is tailored to me so I need my IDE to be
customizable and extensible. That means that the system I run on needs to be
adaptable, and compatible with standards, SDKs, extensions and libraries that
have been developed over the past decade. Most importantly, my system must be
rock solid and reliable so I never have to worry about losing work.
iPad just isn’t designed for developers. There isn’t even an Xcode for iPad. It tops
out at a relatively small display size and doesn’t have a lot of RAM. You can’t
connect it to a mouse and trackpad for working on an external monitor. It doesn’t
have the tools, compatibility or customizable system that I need unless I connect
to a remote server which isn’t a consistent experience. The Smart Keyboard
wouldn’t be good enough for all-day coding, and I worry that file management
isn’t advanced enough in iOS.
I rely heavily on Reddit and sharing on GitHub. I listen to developer friends, and
also read tech blogs and watch YouTube reviews.
!8

Give ‘em what they want.
iPad Requirements List ________________________10
Paige - College Student ________________________11
Danial - Creative Professional __________________12
Sarah - Business Professional _________________13
Craig - Developer ______________________________14
Priority Market Requirements __________________15
Requirements Analysis
The marketing requirements outlined are high-level
requirements that should be used as a guide for PMMs,
EPMs, engineers and designers when determining
product specifications and features. They are customer-
benefit focused and defined broadly to allow for
collaborative and creative interpretation when preparing
other documentation like the PRD, GTM, etc.
!9
 iPad Requirements List
IEEE Requirement
Description Code
Type

Affordability Be more economically accessible to more people. iPad.Pro.AFOR.4 Constraint

Battery Life Enable users to use their device without worrying about charging frequently. iPad.Pro.BATT.4 Performance
Work with established standards and tools locally and on the web to ensure that users are able to do the same basic tasks
Compatibility iPad.Pro.COMP.4 Functional
they’ve come to expect.
Connectivity Keep connected to the internet more of the time and to a large ecosystem of devices. iPad.Pro.Conn.4 Functional

Content Access more entertainment and information more easily. iPad.Pro.CONT.4 Functional

Creative Tools Offer the best and most expansive set of creative tools for creative expression using a digital device. iPad.Pro.CRET.4 Functional

Developer Tools Offer a way for developers to create apps and expand the availability of developer tools to a larger market. iPad.Pro.DEVT.4 Functional

Familiarity Require less learning and adjustment. iPad.Pro.FAML.4 Constraint

Flexibility Adapt to the environment and user’s desired operation. iPad.Pro.FLEX.4 Interface

Immersion Elevate the user’s content and enhance their perception of it. iPad.Pro.IMMR.4 Interface

Integration Work better with other Apple devices and the ecosystem. iPad.Pro.INTR.4 Functional

Personalization Make iPad Pro more unique to the individual user. iPad.Pro.PERS.4 Functional

Portability Use iPad Pro in more places with less effort. iPad.Pro.PORT.4 Constraint

Precision Define and interact with content more accurately. iPad.Pro.PRES.4 Interface

Productivity Allow users to do more and do more at once. iPad.Pro.PROD.4 Functional

Reliability Deliver a consistent user experience and give users a sense of security that their device will work as expected every time. iPad.Pro.RELI.4 Performance

Security Provide greater and easier security over personal content. iPad.Pro.SECR.4 Constraint
Be responsive and smooth, enabling users to accomplish tasks and access their content without impeding the speed with
Speed iPad.Pro.SPED.4 Performance
which they operate.
!10
Paige — College Student
Existing Satisfaction Next Gen Target Satisfaction

Affordability Desired Improvements

Battery Life • Affordability — become more
Compatibility economically accessible.

Connectivity
• Compatibility — become more
compatible with existing systems like
Content
USB drives, online learning portals and
Creative Tools
add-on tools I need for certain classes.
Developer Tools • Creative Tools — introduce common

Familiarity creative tools required for creative

courses like Photoshop and Adobe
Flexibility
Creative Cloud apps.
Immersion
• Developer Tools — introduce tools
Integration needed to complete developer courses
Personalization on iPad including a full IDE.

Portability • Personalization — offer more color

options and accessories.
Precision
• Productivity — improve multitasking to
Productivity
allow for more efficient workflows with
Reliability productivity apps.
Security

Speed

0 2 4 6 8 10

!11
Danial — Creative Professional
Existing Satisfaction Next Gen Target Satisfaction

Affordability Desired Improvements

Battery Life Affordability — larger internal storage

Compatibility
should be more affordable.
Compatibility — make transferring files
Connectivity
across my devices and drives without
Content
relying on iCloud easier.
Creative Tools Creative Tools — offer the best creative

Developer Tools
apps including Adobe’s full suite of tools
with all their features.
Familiarity
Precision — help make precise selection
Flexibility
and editing easier with more intuitive
Immersion interfaces and new UI paradigms.

Integration Productivity — improve multitasking to

allow me to work across my creative apps
Personalization
more easily and offer a better file
Portability management system so that I can work on
Precision the same file across apps without
duplicating my work and worrying about
Productivity
exporting.
Reliability
Speed — process edits and exports faster
Security and keep more apps active without

Speed
reloading them while multitasking.

0 2 4 6 8 10

!12
Sarah — Business Professional
Existing Satisfaction Next Gen Target Satisfaction

Affordability Desired Improvements

Battery Life • Affordability — make iPad Pro more financially

viable for my business especially with higher
Compatibility
storage capacities.

Connectivity • Compatibility — offer better compatibility with

systems I work with everyday including online
Content
portals that aren’t designed for touch, my
Creative Tools colleagues’ Windows computers and my
enterprise software.
Developer Tools
• Developer Tools — offer me some developer
Familiarity tools so I can do some light programming here
and there for mockups and data analysis.
Flexibility
• Flexibility — help me use iPad in more ways, at
Immersion more angles, on a larger display and even
when I can’t see the Smart Keyboard.
Integration
• Personalization — offer a way for me to more
Personalization easily distinguish my device from colleagues’
iPad.
Portability
• Precision — help me enter text more
Precision effectively when typing emails or documents.

Productivity • Productivity — introduce ways to do more

across more apps at the same time and more
Reliability
efficiently. Give me a way to open multiple
Security documents, spreadsheets and presentations at
the same time.
Speed

0 2 4 6 8 10

!13
Craig — Developer
Existing Satisfaction Next Gen Target Satisfaction

Affordability Desired Improvements

Battery Life • Compatibility — become more compatible with

existing tools and workflows common to
Compatibility
software development including managing
deployment and analytics with online portals.
Connectivity
• Connectivity — be able to connect to devices
Content
for testing and deployment, and install device-
Creative Tools specific drivers if needed.
• Creative Tools — offer full-featured versions of
Developer Tools
Adobe apps and other apps used for UI design.
Familiarity • Developer Tools — introduce a complete
software development solution that manages
Flexibility
software libraries, building, compiling, testing
Immersion and deployment.
• Flexibility & Immersion — work more
Integration
effectively with external displays.
Personalization
• Precision — offer greater precision when

Portability
working with typing and text-editing especially
for an IDE.
Precision
• Productivity — offer a more complete file
Productivity management solution that allows me to get
more detailed metadata about any of my files.
Reliability
• Reliability & Speed — improve performance to
Security be able to manage large coding libraries and
compilations without error or lag.
Speed

0 2 4 6 8 10

!14
 Priority Market Requirements
Hardware
The highest priority when it comes to hardware improvements is speed. This priority,
when compared to software requirements, is not an extremely high priority indicating a
need for a software-focused rather than a hardware-focused year for iPad Pro. This is
likely due to the powerful A12X Bionic SoC and additions to RAM already included in the
3rd generation iPad Pro. The next highest hardware priority would be more personalization.
Software
The majority of must-have improvements lie with the software powering the experience on
iPad — iOS. Target markets are looking for greater compatibility with existing standards
especially on websites not optimized for touch that try to force mobile solutions when
they detect mobile Safari. Furthermore, compatibility with file transfer standards and
specialized software seems to be an important detractor.
There is also a large void when it comes to developer tools which could be a massive
segment for iPad. Innovations with Swift Playgrounds on iPad show promise for this area.
Users want to be more productive with iPad by enhancing their workflows when it comes
to multitasking and file management. Furthermore, there appears to me a communications
disconnect as many view productivity software on iPad to be less full-featured than
counterparts on Mac.
Market Needs
The prices of the latest generation of iPad Pro make iPad Pro less accessible for many
markets including college students. Some markets that also require larger storage options
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Product Requirements
Hardware Requirements _______________________17
Software Requirements _______________________20
Accessory Ecosystem _________________________21

!16
Hardware Requirements

Pushing the boundaries.

The hardware requirements outlined for the 2019 Speed __________________________________________18
iPad Pro are derived from the two most important Personalization _________________________________19
marketing requirements identified in the
proceeding market requirements section: speed
and personalization.

!17
Speeding things up.
The 3rd Generation iPad Pro and the A12X Bionic already pushed iPad far beyond what many expected from
such a small device with such a limited thermal management system. This was primarily accomplished by the
move to a 7nm fabrication and the first custom-designed performance controller in iPad.

While the improvements to iPad Pro in 2019 with the A13X would likely be less substantial, several important
changes would further improve performance:

1. Increases in the frequencies and IPC of the four high-performance Lightning cores to improve performance.

2. Reduction of the frequencies used in the four energy-efficient Thunder cores, thereby improving overall
efficiency and better distinguishing them from the high-performance cores.

3. Development of the Neural Engine with a focus on enabling both recurrent- and convoluted networks to
more efficiently work with more layers and nodes per layer to reduce the resulting loss function.

4. Implementation of some variation of TSMC’s Integrated Fan Out (InFo) method for integrating High
Bandwidth Memory on-substrate.

5. Inclusion of eight cores in the GPU as the design is further customized and transitioned away from
Imagination’s PowerVR structure and IP.

Furthermore, the inclusion of 6GB of LPDDR4X RAM across all iPad Pro models will enable developers to design
more complex applications that work with all the 2019 iPad Pro models.

[iPad.Pro.SPED.4]
!18
Welcome back, Gold.
To give customers a more personalized experience,
the 2019 iPad Pro would be introduced in a new gold
finish.

[iPad.Pro.PERS.4]

!19
Software Requirements

iPad + iOS. Redefined. See the padOS Proposal >

Satisfying the majority of customer desires involves

redefining the iPad operating system. The answer may be to
segregate iOS and create padOS. While management over
the OS and the core frameworks that it’s made up of would
stay the same for iOS and padOS, padOS would liberate
teams to design innovative UIs specific to iPad. It would also
signify to the market that it’s time to reevaluate iPad.

!20
Accessory Ecosystem

Expanding Capabilities.
A core part of the iPad Pro product story is the Apple Pencil ___________________________________22
accessories that customers can use alongside it. This has Smart Keyboard Folio __________________________23
been true from the very beginning when iPad Pro was first
introduced along with the Apple Pencil and Smart
Keyboard. 2018 represented a massive shift for Apple
Pencil. Now, 2019 should represent the same for the
Smart Keyboard Folio.

!21
 Pencil
now in White, Black and Gold

The second generation Apple Pencil was a marked improvement over the first generation and
brought additional flexibility and precision. Now, to give users the ability to personalize their iPad
Pro experience even more, Apple Pencil should come in three colors: white, black and gold.
[iPad.Pro.PERS.4]
!22
Go Home Lock Mission Brightness Controls Open Spotlight Siri
Control Camera Search
Playback Controls Volume Controls

Smart Keyboard Folio 2

The 2nd Generation Smart Keyboard Folio would allow for entirely
new ways of working with iPad Pro. With all-new backlit keys and a
row of function keys, users would be able to type in more places
and do more, more quickly and without even raising their hands.
Oh, and it would come in a gorgeous new white and gold to add
more personalization options [iPad.Pro.PERS.4]
Backlit.
Individual LED-backlit keys combined with the ambient light
sensors in iPad Pro work in unison to help you type in low-light
environments. And when you’re in a well-lit space, the LEDs turn
off completely to conserve power.
[iPad.Pro.FLEX.4, iPad.Pro.PES.4. iPad.Pro.PROD.4]

Functional.
Function Keys help users keep their hands down while using the
keyboard. With keys for common tasks, users can work with their
iPad Pro with greater control. [iPad.Pro.PROD.4]
!23
iPad Pro

!24
iPad Pro

!25
iPad Pro

!26
Go-To-Market Strategy
Launch Strategy ________________________________28
Pricing __________________________________________32
Communications _______________________________35

!27
 Launch Strategy

World. Prepare yourself.

The first and perhaps the most important point in a WWDC ‘19 _____________________________________29
product’s go-to-market strategy is the launch — the September Event _______________________________31
very first time the world gets to see a new product.
It’s a time for first impressions. Not just for
customers but for the press who help mold the
conversation over the succeeding weeks.
FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2019 2020

!28
 FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2019 2020

WWDC ‘19
The most important announcement for iPad in 2019 will be the introduction of
padOS. With a host of features that push iPad further, the majority of time spent
onstage talking about iPad in 2019 will be during the WWDC segment on padOS.

The opening keynote of WWDC offers a great platform for announcements to

customers and the tech press but it also offers a way to connect directly to
developers. This is important as the future of iPad will be defined by the
incredible apps developers create as much as padOS itself.

Developers will also be interested in perhaps one of the biggest announcements

for software development in 2019: Xcode for iPad Beta. By allowing developers
to build, compile, test and deploy apps right from iPad, millions more people
across the world will have a platform to start making apps for the most vibrant
app ecosystem.

Once the tentpole features of padOS are discussed, a dynamic, hype-inducing

video should be shown to build excitement for the launch of padOS in Fall.

!29
 FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2019 2020

WWDC Keynote

Mission Control App Windows Mouse and Trackpad

Support

Files Multiple Users Xcode for iPad

!30
 FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2019 2020

September Event
In 2017, the 2nd generation iPad Pro was introduced in June at WWDC along
with important iOS updates for iPad. When reviews followed shortly after,
reviewers were impressed by the hardware improvements but cautioned
that the full effect of the iPad announcements would only become apparent
with the launch of iOS 11. Reviews ultimately fell flat as a result and were
mostly unrevised with the launch of iOS 11.

Given that padOS will be such an important announcement for iPad Pro,
hardware improvements should only be announced when padOS is ready for
launch. This would likely coincide with Apple’s annual September Event.

While iPad Pro may not be the marque product of this event, its nominal
hardware improvements would fit this dynamic. When reviewers receive
their review units, though, they’ll have access to padOS and be able to test
and review the combination of padOS and iPad Pro improvements in a more
complete review.

The announcement should take a similar professional tone as the launch of

iPad Pro in October 2018.

!31
 Pricing

Making iPad Pro

more accessible.
3rd Generation iPad Pro Pricing ________________33 With incredible hardware, iPad Pro represents a
2019 iPad Pro Pricing __________________________34 markedly premium product. That doesn’t mean
though that it should be out of reach for important
segments like college students, especially those
who need larger internal storage.

FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2019 2020

!32
 FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2019 2020

3 Generation
rd iPad Pro Pricing
The beginning of 2019 would continue with the same
prices introduced with the 3rd Generation iPad Pro in
2018.

To more aggressively pursue the education market, the 11” 12.9”

3rd Generation iPad Pro would see a $100 education Wifi Wifi + Cellular Wifi Wifi + Cellular

discount during the back-to-school season starting as 64GB $799 $949 $999 $1149

early as July. This would bring the entry level pricing for 256GB $949 $1099 $1149 $1299

students and teachers to $699. While this will reduce 512GB $1149 $1299 $1349 $1499
margins, it will help to solidify iPad Pro as a top choice 1TB $1549 $1699 $1749 $1899
for college students in 2019. Capturing this market and
building loyal customers who will advocate for iPad Pro $100 $699 78.125¢
in the workplace is paramount to the long-term success Back-to-School Starting Price with Cost per Gigabyte of
of iPad Pro. Education Discount on Back-to-School Additional Storage
3rd Generation iPad Pro Education Discount
!33
 FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2019 2020

2019 iPad Pro Pricing

To make iPad Pro and higher storage capacities more
accessible to more customers, the 2019 iPad Pro would
start at only $699 for 64GB. The inclusion of cellular
capabilities comes with a $150 addition and the 12.9” 2019 11” 2019 12.9”
display has a standard $200 premium over the 11”. Wifi Wifi + Cellular Wifi Wifi + Cellular
Starting with 64GB, additional storage is priced at the 64GB $699 $849 $899 $1049
same 78.125¢ per gigabyte charge as in 2018.
256GB $849 $999 $1049 $1199

Starting in September 2019, the education discount 512GB $1049 $1199 $1249 $1399
would be reduced to $50 as was typical before the back- 1TB $1449 $1599 $1649 $1799
to-school season. Along with the reduction in prices
across the line with the introduction of the 2019 iPad Pro, $50 $649 78.125¢
the new 2019 iPad Pro would be even more accessible to
Education Discount Starting Price with Cost per Gigabyte of
college students and teachers at just $649. on 2019 iPad Pro Education Discount Additional Storage

!34
 Marketing Communications

Finding the voice

of iPad Pro.
Over the years, iPad communications have shifted User Story Campaign___________________________36
constantly as it’s been argued that iPad can replace “iPad. For Pros.” Campaign ____________________37
a laptop. 2019 is the year that the argument should
end and iPad Pro should find its voice outside the
argument.
FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2019 2020

!35
 FEB MAR APR MAY JUN JUL
2019
User Story Campaign
iPad Pro has not become as pervasive in enterprise and education as other
Apple products have. This is validated by the smaller percentage of the iPad
sales mix that iPad Pro makes up.
Customer segments need to be exposed to more visuals of iPad Pro being used
in the environments that they’re most familiar with — the work place and the
classroom. This will help them feel more comfortable exploring iPad as an
option.
By taking a user-story approach with advocates who are well-known and
respected, Apple can tell the story of how iPad Pro has already transformed the
way people work.
Unlike previous attempts like the “Your Verse” campaign, this campaign
shouldn’t focus too heavily on unusual use cases but rather more familiar
situations with advocates shown working with familiar tools like productivity
software and common creative applications in easily identified locations.
AUG SEP OCT NOV DEC
2020
Objectives
1. In three months, create a measurable increase in consumer awareness
of iPad Pro.
2. In three months, shift customer opinion on the question “Can iPad
replace a laptop?” to an affirmative answer on average.
3. Support positive iPad sales and revenue growth in FY19Q2 and Q3.
Target Audience
Each individual user story should be targeted to a specific segment of the
iPad Pro market including college students, business professionals and
creative professionals.
Users younger than 18 should be omitted to avoid customers perceiving
iPad Pro as a child’s device.
Mediums
Videos should be posted on Apple.com under a separate micro-site with
additional information about each user. Videos should be posted on
YouTube and shorter versions should be placed on social media like
Twitter, Facebook, Snapchat and Instagram. Twitter and Snapchat should
focus more on college student user stories, Facebook on business
professionals, and Instagram on college students and creative pros.
Videos should also be run on slots during popular prime-time family shows.
!36
 FEB MAR APR MAY JUN JUL AUG
2019
“iPad. For Pros.” Campaign
Coinciding with the introduction of the new 2019 iPad Pro models in
September, a new campaign focused on iPad Pro and padOS should
be launched.
This campaign should take an entirely different approach to any
previous iPad communications: dark, edgy, fast-paced and distinctly
targeted to professionals. The darker tone will help communicate a
level of seriousness that hasn’t been apparent with iPad Pro but that
is necessary for iPad Pro to be considered a real replacement for
laptops without confronting and staking the argument directly.
Startling visuals should focus on the flexibility of iPad Pro, Smart
Keyboard Folio and Apple Pencil as well as the new features of padOS
like Mission Control, mouse & trackpad support and multiple users.
SEP OCT NOV DEC
2020
Objectives
1. In three months, create a measurable increase in consumer
excitement for iPad Pro.
2. In three months, spur adoption rates of padOS that equal or exceed
those seen with iOS 12.
3. In three months, shift customer descriptors for the brand of iPad Pro
so that powerful and capable rank higher than friendly.
4. Support positive iPad revenue growth in FY19Q4 and FY20Q1.
Target Audience
The target audience for this campaign should be distinctly focused on
business professionals and creative professionals. While college
students are an important segment, they should be ignored in this
campaign as a way of making iPad Pro seem more professional and less
like a computer for children.
Mediums
The video should be posted on YouTube and shorter versions should be
placed on social media like Twitter, Facebook, and Instagram.
Videos should also be run on slots during popular prime-time shows.
!37