Amid declining tablet sales, Apple launches 'Everything changes with iPad' ad campaign

Amid declining sales of its line of tablets, Apple has launched a new advertising campaign that’s built around the tagline, “Everything changes with iPad.”

The campaign is run by Apple primarily on a new microsite on its official website:

iPad can change the way you do things every day. Take on a new project, pick up a new skill, or start a new hobby. We put together some of our favorite apps and ideas to help you get started.

The campaign features collections of iPad apps for cooking (e.g. NYT Cooking, Cook, Yummly, Jamie Oliver’s Recipes), learning (e.g. Tangram for Osmo, Hopscotch, Star Walk 2), small business management (e.g. Makr, Evernote Scannable, Square Register, QuickBooks, OmniFocus 2), traveling (e.g. Maplets, Leo’s Fortune, Hotel Tonight, VSCO Cam), and redecorating (e.g. Pinterest, Vango Art, Homestyler, Instructables).

In addition to the microsite, Apple has also just launched a new video showing many of the apps highlighted in the campaign and how they can be used to change the way things are done. Here’s the video, which, as though in response to iPad detractors and holdouts, is set to Vampire Weekend’s “Unbelievers”:

If you can’t see the video embedded above, please click here.

Apple’s “Everything changes with iPad” campaign comes just over a week after it was revealed during the company’s most recent earnings call that 12.6 million iPads were sold during the second quarter of fiscal year 2015, a 23 percent drop compared to the same period in 2014.

“Everything changes with iPad” is predicated upon Apple’s earlier “Change” campaign. Launched in December last year with the tagline, “Change is in the Air,” “Change” showcased a number of instances across different settings where the iPad Air 2 could be used in novel ways.

Previously, Apple promoted the iPad Air and the iPad mini through its “Your Verse” campaign, which highlighted a single use case for the iPad in a particular field or discipline.