Apple released a new iPad ad during the Grammys on Sunday, showing how the tablet can be used to create music.
The 60-second spot features recording artists Elliphant, Riton and The Gaslamp Killer, showing various stages of the creative process. In the ad, we see the iPad being used to write and read lyrics, create beats, record and mix tracks -- and, finally, perform live.
The ad has a frenetic pace, which differs from most of the company's other spots. It was filmed entirely on an iPad by Parisian filmmaker So Me, and based on current rates for ads during the Grammys, Apple paid more than $2 million for the spot.
Apple's iPad sales were one of the low points of an otherwise stellar earnings report in January, with sales dropping from 26 to 21 million year-over-year.
Still, Apple CEO Tim Cook said then he believes there's a "very, very bright future" for the tablet. That future could include catering to niches such as gaming, film and music creation; this latest ad for the device is a confirmation that Apple is well aware of that.