Very clever ad - everyone who has watched the Microsoft PC and and Apple PC ad, will identify with this video commercial

As an early GAII user, I have to say that while clever, I'm not really sure things like cheeky ads are going to change a lot of minds. If the MiSeq is delivered as promised, the PGM has a 6 month head-start to get the read numbers up per run. I honestly hope they do, as the technology holds great promise. The true winners in all of this are the consumers who can afford to wait and see how it all shakes out.

Funny, when I saw the video I thought the PGM's actual data specs and all inclusive costs to operate were hidden in the box.

When has the Ion PGM met milestones versus their highly publicized forward thinking statements? Illumina is smarter, put out an instrument after extensive testing so when I get it I can do the work I need to do. Illumina has the track record of over delivering, I fully expect the MiSeq to be better than they state it will be. Life has the opposite reputation, you can't believe anything they say. Look at SOLiD 4hq...

The Ion PGM may have a head start, but if they don't hit the metrics they promise every six months (or even partially in six months), this video will really be funny. If the SOLiD experience translates, add at least one year to every marketing statement they say about the PGM.

It's one thing to parody Apple for the sake of creating a parody. This however, is just stealing Apple's advertising idea wholesale. When I see something like this, it just makes me think that Ion Torrent are incapable of coming up with original ideas of their own. It would be funnier, and more relevant, if Apple hadn't of stopped showing these commercials a year ago.

I'm a 454 GS Junior. I already have 4X longer reads and better accuracy than the Ion Torrent PGM. Like the PGM I also use emPCR for sample prep, which everyone dislikes. Even though better than the PGM, people get realistic views of my specs and realize I have only specialized use.

Is that a SOLiD 5500 in the box? Life is the last to be talking about a wait to delivery and "imaginary" instruments.

Illumina don't gift wrap!

Both will be more affordable technologies and they will but useful to place in individual lab but for core sequencing platform the major breakthrough will come next year 2012 with the launch of 3rd generation sequencing instrument and once more Illumina will lead the pack.
Let's life technologies spend some money to entertain us for a moment. LOL

While I like this spoof overall, Life Technologies / Ion Torrent made a key misstep that Apple's marketing team did not.

Curious? We address the issue on our blog. You can read it here: http://biobm.com/2011/04/ion-torrents-apple-spoof/

I like and archive these Apple commercials but I agree with kbradnam, actually paying for and airing a commercial like this is completely unoriginal and as stated in the biobm.com blog poorly executed since they chose to go with 1 long commercial instead of several shorter ones.

-Jake
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Actually, a nice strategy, both in a nice project .. MiSeq is delivered as promised, PGM, 6 months per term to get the absolute numbers are starting. I say I am an honest promise of hope, great hope of Technology. All the real winners are the consumers can afford to wait, and for all to see chat. Thanks ..