There’s a not-so-hidden agenda behind the attached video — posted this week on Apple’s home page and YouTube channel.
iPad sales fell last quarter for the fifth quarter in a row.
CNET’s Chris Matyszczyk puts his finger on part of the iPad’s problem:
People feel like they know it. They have their uses for it. They’re perfectly comfortable with what it does for them. And they don’t really need a new one because there isn’t a new one that offers anything radically different.
Matyszczyk dismisses Apple’s effort as “half-hearted” and predicts that viewers will tune it out like a nagging parent.
But “Everything changes with iPad” has another agenda: To do something about information overload on the App Store, where there are, by last count, half a million native iPad apps.
So Apple has done some useful curation, pointing users with a special interest — in, say, cooking, learning, traveling, redecorating or running a small business — to the best of breed in each category.
And if some of those apps require a better screen, more memory or a faster processor, so much the better.
Roll the video:
https://youtu.be/SgxsmJollqA
Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple (AAPL) coverage at fortune.com/ped or subscribe via his RSS feed.
