Apple has this weekend begun running a new iPad 2 commercial titled “We Believe”, in which Apple focuses on the pure functionality of the latest iPad.

Moving away from previous iPad adverts which highlighted apps and functions of the iPad this advert focuses on the capabilities of the iPad with no mention of individual apps or hardware specifications. The advert aims to show an intuitive and emotional tie between the iPad and the user.

The new adverts dialogue is as follows.

“This is what we believe. Technology alone is not enough. Faster, thinner, lighter: those are all good things. But when technology gets out of the way, everything becomes more delightful, even magical. That’s when you leap forward. That’s when you end up with something, like this.”