Apple has done it again! They have created an ad that makes you think about technology in a whole, new way. Don't get me wrong. we've seen the pencil trick before, but never to this effect. Hiding things behind pencils is a way of demonstrating how thin it is. While it is true that the pencil is used as a visual prank to show how thin the iPad Air is, thinness and lightness of the device was not really the point. It is that bigger, more important point that I wish to address.