The iPad Mini is the star of two new TV ads that also promote Apple's iBooks and iPhoto apps.
Both ads speak nary a word and rely just on visuals and music to convey their message.
With a piano jauntily playing in the background, the first spot displays a Mini and a full-sized iPad side-by-side as someone taps and swipes through iBooks to scour the bookshelves, open various books, and page through one of the books.
Accompanied by a jazzy rendition of "Two of a Kind" by Bobby Darin and Johnny Mercer, the second ad features a person browsing a library of photos via the iPhoto app.
The intent of both ads to convince buyers that anything you can do on a bigger iPad, you can do just as well on a smaller iPad.
But at this point, the new 4th-generation iPad may need more of a promotional push than its 7-inch counterpart.
Apple revealed a week ago that it sold 3 million iPads during the launch weekend of both new models. The company didn't specify how many were iPad Minis and how many were 4th-gen iPads. But Apple CEO Tim Cook offered a hint when he said that "we set a new launch weekend record and practically sold out of iPad Minis."
Piper Jaffray analyst Gene Munster estimated that anywhere from 2 million to 2.5 million of the iPads sold that weekend were Minis. J.P. Morgan analyst Mark Moskowitz also said he believes the Mini grabbed most of the weekend's sales.