Right before the telecast of the 57th annual Grammy Awards, Apple ended up debuting its music-themed iPad commercial which was dubbed “Change.” The new commercial features Swedish singer, Elliphant alongside Los Angeles-based producer, Gaslamp Killer and English DJ Riton. The ad highlights the three musicians composing a remix to the song “All or Nothing” by Elliphant, completing the process all on the iPad. This included the initial songwriting, production, recording and more.

The apps shown throughout the ad included Apple’s GarageBand for songwriting, iMPC Pro for production, Serato Remote for live performance and Manual Camera for filming the video. The commercial seems to grasp the various uses of an iPad in the music industry in a unique and capturing way – which isn’t much of a surprise as most of Apple’s ads fall under this same category.

Those of you interested in watching the video can do so below:



The folks over at Billboard reported that Apple CEO, Tim Cook, and SVP of Internet Software and Services, Eddy Cue, were the focus of the pre-Grammy part which was held by the record producer, Clive Davis. The Cupertino California company reportedly paid more than $2 million for its Grammy ad spot. Considering the prime time spotlight an ad during the Grammy awards receives, the price which may seem extremely high is actually pretty much the going rate.

The recent iPad ad follows rumors of a revamped Beats Music subscription service with a recent report noting that Apple would end up charging $7.99 per month for access on OS X, iOS, Apple TV and Android. Apple is expected to re-launch the Beats Music service later this year. Speculation points towards the possibility of a June release which would peg the announcement at the company’s annual Worldwide Developer Conference. We’ll have to wait and see for more concrete information to conclude this.

In the meantime, what did you think of Apple’s “Change” commercial?

Source: Apple (iPad), Billboard