What is the key word "Verse" of the new usage method of iPad and iPhone? A movie showing that it is being released

Steven Jobs who returned to Apple and realized a sharp recovery, said in the words he said, "In many cases, people do not know what they want until they see it in shape" Yes, it is known that the characteristics of Apple products have been shaped to provide users with new values. Based on such policies the new way of using iPad and iPhone born "Verse (poetry)Movie expressed with the keyword as a keyword is published on Apple's official website, so that the vision that Apple is seeing is understood.

Apple - iPad - What will your verse be
http://www.apple.com/your-verse/

He is a Finnish composer / conductorEsa-pecca SalonenMr. Verse is to express music. The movie has already been played more than 150,000 times.

Esa-Pekka's Verse - YouTube


A state when a phrase floated on my head when I was doing dressing in the morning while whistling.


I play on the keyboard of the piano displayed on the iPad, gradually the image of the song is realized and the orchestra score is formed.


Even in the city, even when you are in a car, you are immersed in creation at any time.


It was the moment when a casual phrase sublimed into the orchestral song.


And this movie, which has been played more than 250,000 times, is represented by Verse of Chérie King who is born with a travel writer and does not have hearing ability of both ears.

Chérie's Verse - YouTube


King walking the harbor with iPad one hand.


King is a travel writer who writes the scenery of the town and people who visited on a journey.


King who is deaf and hands in a city with an iPad


Arabic letters are displayed on the screen. King translated what I wrote as "I love your shop (your shop, I like it)".


A store owner who smiles. It seems like my feelings have communicated.


Such a journey of King seems to continue still on one hand of iPad.


It is exactly two movies whose "Verse" of the expression of two people is spoken, but prior to this, Apple released the following movie.

Apple - iPad Air - TV Ad - Your Verse - YouTube


A line of words is read aloud in the movie, but this is an American poetWalt WhitmanO me! O Life! 'S poem, and also a movie "Living now(Original title: Dead Poet Society) "quoted the word spoken by Professor Keating, actor Robin Williams. When you hear this passage, you can see what "Verse" means.

What will your verse be? - YouTube

We do not read and write poetry because it's cute.

We read and write poetry because we are members of the human race.

And the human race is filled with passion.

And medicine, law, business, engineering, these are noble pursuits and necessary to sustain life.

But poetry, beauty, romance, love, these are what we stay alive for.

To quote from Whitman,

"O me! O life! ... of the questions of these recurring; Of the endless trains of the faithless ...
Of cities filled with the foolish; What good amid these, O me, O life?

Answer. That you are here - that life exists, and identity;
That the powerful play goes on and you may contribute aVerse. "

That the powerful play goes on and you may contribute a verse.

What will your verse be?

【Translate】 (quoted from Apple movie)
Why do we read and write poetry?

It is a proof that we are human

And human beings are full of passion

Medicine, law, management, engineering are precious work necessary for living

But poetry and beauty Romance love is our living food

Whitman's poetry:
"Oh my, my doubts as I often worry
A long row of progressive people Urban cities filled with fools
No matter what it takes Me my life

Answer ... That is what you are here
Life is present and there is self

A mighty play continues, you can get poetry as well. "

A mighty play continues, you can also bring poetry

What is your poetry?

On the Japanese version of Apple's site"Story" is the themeIt is a movie that expresses the relationship between "Verse (poetry / story)" and iPad for exactly who lives, as well as the technology itself.

In addition, similar movies are also created on the iPhone version, so I think many people have seen it with TVCM etc. Combining iPhone 5s and instrument, American rock bandPixies(Pixies) song "Gigantic" (Original song movieThe movie that covered) has become more than 2 million views.

Apple - iPhone 5s - TV Ad - Powerful - YouTube


In addition, although iPhone showed a growth of about 17% in the second quarter of 2014, which was announced in April 2014, the iPad is on the contrary about 17% minus.


Apple will soon be holding WWDC 2014, a conference for developers from June 2 to 6 in local time. In addition to iPhone 6 (provisional name) to be announced, interest is gathering attention whether a new type iPad will appear.

WWDC - Apple Developer
https://developer.apple.com/wwdc/