First spot for iPad 2 highlights ‘smart cover’

Headshot of Tim Nudd

Apple unveiled the iPad 2 yesterday during a frenzied event at which Steve Jobs reportedly turned audience members literally into sheep. It’s now the next morning, and we still don’t have a 30- or 60-second spot summarizing the new and improved gadget. The only new short-form video at all is for what’s essentially an accessory—the “smart cover.” For more about the iPad itself, you have to watch a six-minute video, posted after the jump. Or the whole 72-minute event video, also after the jump (along with another six-minute clip recapping year one of the iPad). There is surely a proper iPad 2 commercial on the way. Shame they can’t time these things a bit better.

@nudd Tim Nudd is a former creative editor of Adweek.