Discovering your verse

Apple's latest TV ad lays down a challenge — "what will your verse be?"

It continues online with a still-developing microsite that explores how iPad Air is being used to help people scratch their itches — from ocean divers and mountaineers to Bollywood producers to the NHL's Los Angeles Kings. 

Let's challenge ourselves to rewrite how we connect with our patients. Let's make their voices the loudest.

So, what will your verse be? Sounds like a challenge we can all accept.