(Source:Youtube/Apple)

Apple Inc. has launched a new ad featuring the iPad Air during the NFL playoff game between the Carolina Panthers and the San Francisco 49ers on Jan.12. The ad showcased creativity, a feature that Apple has always wanted its products to be known for.

The new iPad Air ad embodies Apple's vision of the iOS as the best platform for nurturing creativity and inspiration. The tagline for the ad said "What will your verse be?"

Apple uses poetry from the movie, "Dead Poet's Society," featuring the voice of actor Robin Williams in the ad. The company communicates the idea that each individual has something to contribute to the "poem of human existence," hence the "verse" tagline.

From the video, viewers will see how the iPad Air is being used in different ways based on the person's hobbies, talents and daily life. The iPad was seen as a filming accessory, tool for making prototypes, writing slab and recorder, among others.

Previous iPad commercials have shown the Apple device being used on people's laps, couches or in other normal everyday settings. The new iPad ad takes the product to a higher level from a seemingly "poetic" perspective.

Apple wanted consumers to know that the iPad is an inspirational device which becomes a tool to create something that would enrich your life experience as a whole. The ad elicits emotions that mean to inspire and take pride in one's life.

Apple's lifestyle ad is comparable to the commercials of luxury cars. Gauging from the reactions of those who have seen the ad and wrote about it, Apple has succeeded in moving the iPad a couple of notches higher than the competition. The lifestyle branding has been a good marketing strategy for the company since Apple's tablets are perceived to be superior based on quality, according to various user reviews and tech experts.

Apple Inc continues to enjoy an increasing market share in the U.S. based on comScore's latest survey. The analytics firm reported that Apple has a 41.2 percent market share as the leading original equipment manufacturer in the U.S. from September to November 2013. The figure is a 0.5 percent increase from its previous market share in the August quarter of 2013.