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Apple tries making the iPad look hard and edgy just like the Grammys

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Apple debuted its latest iPad ad during the 57th Grammy Awards last night. In it, we find Sweden’s Elliphant collaborating with LA’s The Gaslamp Killer in an All or Nothing remix from English producer Riton. The 60-second spot documenting the creation process feels almost Beats-like in its frenetic buildup, and certainly runs counter to Apple’s iconic silhouette ads.

Apple sold 21.4 million iPads last quarter, down from the 26 million it sold in the same quarter a year ago. Billboard says that Apple co-produced the commercial with longtime advertising partners TBWA. It was shot entirely with an iPad Air 2 by Parisian filmmaker So Me and cost an estimated $2 million dollars to air during "Music’s biggest night."