Apple looks to further distance itself from technology rivals as it leaned on a familiar mantra in the first iPad 2 commercial.
The new commercial, dubbed We Believe, continues Apple's marketing message that the technology is less about the components than how it meshes into the lives of the buyer.
This is what we believe: Technology alone is not enough, says voice-over of the commercial says. Faster, thinner, lighter - those are all good things. But when technology gets out of the way, everything becomes more delightful, even magical.
Apple's strategy has long been to focus on the over-all user-experience of its products, rather than just the technical specifications.
Indeed, the message builds on words that Steve Jobs, Apple CEO, uttered on the unveiling of the first iPad, and similarly for the iPad 2.
We're not just a tech company, even though we invent some of the highest technology products in the world, Jobs said at the iPad announcement, June of 2010 . It's the marriage of that plus the humanities and the liberal arts that distinguishes Apple.
The Cupertino Calif.-based company introduced the iPad 2 to the world on March 2 of this year. While a sleeker and faster than the original, it's not the most powerful of upcoming tablets, a fact that other manufacturers are hoping to take advantage of.
Nearly all competitors -- from theMotorola Xoom to HP's TouchPad -- feature dual-core processors, like the iPad 2. But some even have chips that will allow them 4G network capabilities, and the TouchPad, for instance, has more powerful cameras.
Apple's share of the tablet market is expected to be 61 percent in 2011.