Admit it, you want one. You know you do.
Well, you're at least curious, aren't you?
It's basically an either-or situation. You either want an iPad or your convinced that you don't need one.
The chances are you're reading this because, like everyone else, you at least want to see what the fuss is all about.
We're just a few weeks away from the iPad becoming a reality. Many have already jumped into the world of tablet computers by pre-purchasing the unit that will be either the latest, greatest mobile device or a big failure.
It's either going to be a boom or a bust...at least if you read the comments on blogs or articles.
Whether or not the iPad is a success, what Apple has accomplished already, is to be admired from a marketing standpoint and a victory for the overall brand.
Be a leader
What Apple has done in the past year is establish itself as the first to the tablet computer/e-reader market in terms of mindshare.
Al Ries spoke of the importance of being first in his seminal book 'Positioning: The Battle for Your Mind.' This statement underlines the significance of a customer's brand awareness.:
"You can't compete head-on against a company that has a strong, established position. You can go around, under or over, but never head-to-head.
The leader owns the high ground. The No. 1 position in the prospect's mind. The top rung of the product ladder."
When you think of soda, what brand comes to mind? Coke, right? For all intents and purposes Coke was the first to the market, rolling out their beverage in 1886.
They didn't necessarily invent carbonated beverages, but they have certainly created the awareness that they did. Once the neural pathways in the mind have been established, it's nearly impossible to reverse course.
Divide and conquer
Not only will Apple hold the position of leader in the combined tablet computer/e-reader category, but they also stand to
eat into the market of tablet computing devices and e-readers as individual markets.
In the race to be first, the tablet computer market was surprisingly easy to beat considering several companies failed in their attempts to break new ground. The few existing tablet models are lackluster at best and probably should have remained prototypes. Can you think of the names of these devices? I can't either. That's all we need to know.
One of the most important items to consider for tablet computing is that the iPad will feature the same multi-touch interface as the iPhone, which is second to none in the industry. Very important stuff considering how much users interact with their computers through typing, clicking links, etc.
Other strengths include the user interface (about as simple and intuitive as they come), the super-reasonable unit price, and I almost forgot - the 150,000 apps!
There are over 50 new tablet devices expected to launch within the year. Surely the iPad won't have every single one of them beat feature for feature, but you can place a safe bet that it will be one of the leaders of the pack with a sound overall package.
The Kindle can't hold a candle
When it comes to e-readers, Amazon's Kindle story is no small feat. For a moment, the Kindle brand name was ever-so-close to becoming a sort of a generic meme for e-readers.
Before the iPad, Amazon had produced a quality product, owning a strong share of the market as a whole.
With two weeks to before the first units enter homes, schools and businesses Apple has just begun to change that awareness using a potent combination of it's brand reputation and tactical marketing.
On the surface the iPad is a loaded e-reader that makes the Kindle look obsolete in comparison. While it may not be first and many have complained about the iPad's lack of features, when compared e-reader to e-reader it's a monster. How about a strong second place
The e-Reader Future Market Share (courtesy: ChangeWave Research) looks like it's going through a major shift:
For Apple, the proof in the pudding is obvious when directly compared to another Apple product. Survey respondents (courtesy: ChangeWave Research) show an even greater interest in purchasing the iPad than the original iPhone when it was first released.
Finally, the respected opinon of John Biggs at Crunchgear:
---While I may be bullish, I think the iPad is carving a niche that will change entire landscape of low-cost computing this decade.
As a whole, the potential of the iPad is great. It may not be the end-all be-all for tablet computing, I doubt that was the goal. Apple has accomplished producing a self-contained mobile, computer/e-reader that will appeal to the masses in its simplicity and price.
Apple has assembled a smart package, that will change the game, redefine new territories, and if nothing else prove that if they do one thing right, marketing.
Tim Andren is the founder of Guideas, Inc. an innovation and marketing company.
