Apple focuses on music creation with its new “Your Verse” iPad campaign

Apple on Sunday released two new spots for its “Your Verse” iPad campaign touting the tablet’s music creation and travelogue capabilities with stories from composer Esa-Pekka Salonen and travel writer Cherie King. Along with the new tales, Apple rejiggered its Your Verse webpage layout to include more text and videos, while taking away interactive graphs and timelines seen in previous installments. In addition, Apple now includes apps featured in each verse and, in Salonen’s case, iTunes exclusive music. In “Orchestrating Sound,” composer and conductor Salonen explains how he and his colleagues created The Orchestra, an app that “demystifies” orchestral music for the masses. Using realtime audio, video and an interactive score, the app lets users explore eight pieces from masters like Haydn, Beethoven, Mahler and Stravinsky. “All of a sudden, what looks kind of odd and distant and maybe a little abstract becomes much more real and normal,” Salonen said of his app. “I’d be delighted if somebody would discover classical music through The Orchestra.”