There’s some buzz going around concerning Apple’s new iPad commercial and its similarity to one Apple produced for the Newton two decades ago. Though I’m not the first to comment on this, I have a few thoughts of my own, so here goes…
First, let’s watch both commercials. I did not remember this (apparently) “classic” (in John Gruber’s words) ad for the Newton:
Now, watch Apple’s new iPad ad:
Wow. Homage indeed. I doubt very many people remember the Newton commercial, but the iPad commercial is stunningly similar. This had to be deliberate, but I’m wondering what exactly that deliberateness is supposed to mean.
Well, I’ll tell you this: watching the two ads back-to-back, I’m left feeling that a) the Newton really was way ahead of its time, and b) the Newton ad seems like one of those futuristic concept videos Apple (among other computer makers) seemed to love producing in the 1980s.
Newton was a vision of the future. iPad is the reality. That Newton actually became a shipping product says a lot about Apple’s ability to realize its vision (compared to the long line of never-to-be-made concepts that have come from Microsoft over the years, most recently… well… this). But the Newton was too far ahead of its time. Then again, it ushered in the PDA era, which ushered in the “smartphone” era, which led to the iPhone and now the iPad. So maybe Apple was really seeding (if you’ll pardon the pun) its own future with the Newton.
There are two key lines that for me define the difference between the two ads:
“Newton can receive a page and sends faxes and, soon, electronic mail.”
“(iPad is) 200,000 apps and counting. All the world’s websites in your hands.”
Granted, paging and faxing were still relevant technologies when the Newton was released, but they were already doomed, and the best Apple could say was that “soon” Newton could handle “electronic mail” (even then, using a soon-to-be-antiquated term). In contrast, the iPad hits the ground running, leveraging the existing success of the iPhone, and with forward momentum for future technologies. Newton was about what could be, but iPad is.