New Apple ad reminds everyone about iPad amid Microsoft hype

Unless you were hiding under a rock somewhere, you know that Microsoft launched its Surface range of tablets last night. Apparently Apple thought it best to remind us about the new iPad on the same day.

The Cupertino-based tech giant released a video explaining how its Retina Display rocking device allows you to “do it all more beautifully”.

The video ditches the celebrity endorsement style of the most recent iPhone 4S adverts and goes back to the more usual “show off the features” way of doing things. In it, a user is shown sending an email, using Newsstand, watching a music video and arranging photos.

The fact that Apple felt the need to push this advert out when it did suggests that it isn’t treating Microsoft’s effort as something it can laugh off, like the Zune.