The ad (watch it below) is fairly edgy for an iPad effort and features musicians Elliphant, Riton and The Gaslamp Killer.
The 60-second spot, created by Apple's long-standing agency TBWA\Media Arts Lab, was filmed on an iPad and shows the musicians recording, producing and performing a remix of the Elliphant track "All or Nothing."
The ad comes shortly after Apple released its first-quarter earnings, which showed iPad sales declined 17% year on year to 21.5 million in the three months to December 2014. Meanwhile, KGI Securities analyst Ming Chi-Kuo estimates iPad sales are set to drop a further 30% year-over-year in 2015. Still, while iPad sales are crashing, the company is selling iPhones by the boatload and the company just recorded its best quarter ever.