New Apple iPad 2 ad titled “Now” is on air, but some people are bashing the technology giant for being arrogant.

Similar to previous iPad 2 ads, the “Now” has put their emphasis on user experience rather than spec of the device. The ad talks about how iPad 2 users can 'now' watch a newspaper, listen to a magazine etc.

Now, we can watch a newspaper; listen to a magazine; curl up with a movie; and see a phone call.

Now, we can take a classroom anywhere; hold an entire bookstore; and touch the stars.

Because now, there’s this.

While the 30-second ad may seem sleek and classy, just like the other Apple ads for product designs, some see it as Apple being a stuck-up snob among the IT companies.

David Kiefaber in Adweek wrote that the ad is being “lauded far and wide in the expert toadying of tech-news outlets.”

“It's not the most tech-savvy pitch ever made, but it's more arrogant than a lot of Apple's previous advertising,” Kiefabler said.

Other users online are commenting that the ad is a good marketing strategy.

What is your opinion? Watch the video below and share your comments.