Apple recently released two new spots for its “Your Verse” iPad campaign touting the tablet’s music creation and travelogue capabilities with stories from composer Esa-Pekka Salonen and travel writer Cherie King. Along with the new tales, Apple redesigned its Your Verse webpage layout to include more text and videos while taking away interactive graphs and timelines seen in previous installments. In addition, Apple now includes app featured in each verse and in Salonen’s case, iTunes exclusive music.



In “Orchestrating Sound,” composer and conductor Salonen explains how he and his colleagues created The Orchestra, an app that “demystifies” orchestral music for the masses. Using realtime audio, video and an interactive score, the app lets users explore eight pieces from masters like Haydn, Beethoven, Mahler and Stravinsky. Salonen said the following about his app:

All of a sudden, what looks kind of odd and distant and maybe a little abstract becomes much more real and normal. I'd be delighted if somebody would discover classical music through The Orchestra.
Salonen goes on to talk about his use of the iPad Air, along with a handful of select apps to create classical compositions, The process begins by using Pianist Pro to play snippets of music into composition software on the Mac. Salonen then transports his work in progress back to the iPad via Notion and uses the app’s playback function to run through the piece without needing to assemble an entire orchestra. According to Salonen:

I have this total freedom to go back and forth between my full studio and the most portable setup I can imagine.
Apple includes a link to a special iTunes page dedicated to Salonen’s Your Verse story, which includes a full version of the composer’s Violin Concerto and apps used in the ad spot.

The second ad titled “Exploring Without Limits,” focuses on travel author Cherie King, who was born with no hearing in both ears. Her work serves to inspire other hearing-impaired travelers to venture out and discover the world. King said the following regarding the matter:

I've met countless deaf people, and they all tell me how brave I am for traveling. But now that they've read my site, they realize they can do it too.
With the iPad Air by her side, King enjoys getting lost in new places. She utilizes apps such as AroundMe, Fotopedia, and Tripwolf, all of which allow her to navigate and discover nearby places of interest with relative ease. Her translation duties are handled by apps such as BabelDeck while Apple’s bundled iOS apps such as Maps, Messages, Camera, FaceTime and Notes allow her to navigate and stay in touch with friends. WordPress is also highlighted in the ad as a way to write and upload posts to King’s webpage, Flight of the Travel Bee.



Much like with Salonen’s story, Apple has dedicated an iTunes page for King’s feature which includes apps used in the ad alongside the author’s favorite titles.

Source: Apple (1) (2)