The iPad is not yet with us, but it’s already forcing Apple to rethink the importance of one of its long-neglected social media platforms: the Apple YouTube channel.

In a rare move, Apple posted a 30-second “Meet iPad” spot, the same one it aired on Oscars night, to YouTube, picking up a decent 400,000 views in the past two weeks. Not impressed? Consider that since 2005, Apple’s YouTube channel has amassed a paltry 1.1 million viewings, weak by any tech brands’ standing.

In typical Apple clamp-down fashion, the average Joe is not permitted to comment on the video, but it’s starting to “go viral” nonetheless, being viewed 2.5 million times in the many places it’s been embedded by gadget fans. We may not be able to comment, but Apple is at least allowing us to share the video, a big step for the notoriously un-social company. Could this be a sign Apple feels it needs all the buzz it can get ahead of April 3?