Apple recently expanded its “your verse” iPad media campaign by adding a second story to its dedicated mini site, this time highlighting the tablet’s use in professional mountain climbing. The second media campaign is following up on the underwater exploration vignette that launched alongside the “your verse” TV ad. The latest post shows how mountaineers Adrian Ballinger and Emily Harrington use the iPad to help navigate the world’s highest peaks. The webpage mentions the following:
In exploring frigid and unforgiving altitudes that most humans visit only in the comfort of a pressurized jet cabin, one piece of equipment has become essential to them: their iPad.
Five years ago, it was hard to even get a paper map of these places. Now with the iPad it's remarkable how much we can plan ahead.
For those of you who didn’t know, in a routine climb, the iPad can be and is often used in almost every stage of ascent, from setting up base camp to reaching the summit. As the route progresses, available oxygen levels decrease, meaning tools and equipment must be continuously pared down along the way until only the essentials are being toted. The iPad is included in the pack used to summit the mountain and aside from a radio, is the only electronic device that makes it to the top. With the use of the iPad, the pair’s expeditions have been made a bit safer, allowing them to try new routes and explore more remote places according to Ballinger.