文/Aoi @顶尖文案TOPYS
It's an extremely simple tool, but also extremely powerful.
It can be used to start a poem, or finish a symphony.
It has transformed the way we work, learn, create, share.
It's used to illustrate things, solve things, and think of new things.
It's used by scientists and artists, scholars and students.
It's been to classrooms, boardrooms, expeditions, even to space.
And we can't wait to see where you'll take it next.
Introducing the thinner, lighter, more powerful iPad Air.
这件工具极其简单，却也极其强大。
它被用来写一首诗，或者完成一段乐章。
它改变了我们工作、学习、创造与分享的方式。
它被用来描绘事物、解决问题、发想新玩意。
它的使用者包括科学家、艺术家、学者和学生；
它出现在教室、会议室、探险途中，甚至是外太空。
当然，我们迫不及待地想要看到你将把它用在何处。
它就是：更薄，更轻，更为强大的 iPad Air 。
句句都像在说铅笔，却在结尾真相大白。说是兜圈子，却也合情合理。谁让iPad Air 恰恰和铅笔一样轻薄，又蕴藏无限可能呢？
苹果的长文案已经形成一种风格，而且不难发现，无论产品为何，都会强调同一个点：Transform 改变。颠覆、创新，就是苹果之于这个世界最大的竞争力。
Agency: TBWA
