Apple actually wants you to be that douchebag filming stuff on their iPad

You’re out at a concert, or festival, or any other kind of public event really, and then you see them: the person filming the whole thing on their iPad. Is there any more embarrassing a sight on the planet? Trouble is, they’re only becoming increasingly ubiquitous and Apple’s doing everything it can to make this kind of behaviour seem normal.

The latest ad by the Cupertino-based giant, which lands at the height of movie awards season, aims to show off the iPad’s capability as a film-making tool. Voiced by legendary director Martin Scorsese, the ad shows various groups of high-schoolers using the iPad to make films for a school project.

“Painters, dancers, actors, writers, filmmakers, it’s the same for all of you, all of us,” Scorsese says in the ad. “Every step is a first step, every brush stroke is a test, every scene is a lesson, every shot is a school. So, let the learning continue.”

The commercial itself was, of course, shot using iPads.