The first official Apple TV advertisement for the firm's second generation iPad tablet has appeared.
"This is what we believe, technology along is not enough," begins the advertisement while showing a close up of a fingers interacting with iPad applications.
"Faster, thinner, lighter. Those are all good things but when technology gets out of the way, everything becomes delightful, even magical," the voice over continues.
"That's when you leap forward, that's when you end up with something like this," the 30 second spot concludes.
You can see Apple's iPad 2 TV advert below: