Marketing the iPad – Less Innovation, More Prolongation
February 15, 2012
Here we go again. Spring is in the air and so are rumors of the coming of the next generation iPad. Not sure if this will be dubbed the iPad3 or the iPad2S. But by next month, all will be revealed. And one thing is certain – the latest iteration will follow the standard Apple strategy of piling new features on top of the standard features of the previous model, consigning the older model to the “clearance” or “reconditioned” heap.
There seems to be something very wrong with this relentless march to the tune of more-is-better. I still own and love my original iPad, numberless since it was the first. It may be slightly slower than the iPad2 but is plenty fast enough for me. It plays videos flawlessly, and gives me access to the thousands of apps developed for all the iPad models.
What it lacks I don’t want. It doesn’t have a camera, front or rear. If I want a camera, I am happy with the one on my iPhone4S, which is so much more camera-ish than a large tablet. I don’t think I’m alone in this. Most iPad owners do not use the device as a camera, let alone a video camera. It’s too awkward. So, Apple, don’t bother upgrading the cameras and expect this to add significant value.
My original iPad is also slightly fatter than the iPad2, which matters not at all since it is always in its leather case with the handy little easel. The weight difference is negligible mainly because the iPad is not hand-held like a phone, and is still much lighter than the lightest Ultrabook.
The new iPad3, or whatever it will be called, is expected to have a faster quad-core processor and a screen with higher resolution. And maybe support for 4G if you happen to be in an area that supports it. And no doubt there are millions of potential buyers who will be happy to pay a premium for these features. Not that the base price is likely to go up. Rather, Apple will probably hold the base at $499, or even less, and offer the earlier version at a discount, if history is anything to go by.
But here’s an idea – one that might have appealed to Steve’s less-is-more Zen side. Why not reintroduce the original iPad at a price point to compete with the Kindle Fire – say $249? No camera, but all the great features that created a whole new category of gadgets. And distinguish it from the premium model by making it colorful and fun. Not everyone cares about processor speed, connection beyond Wi-Fi and a clunky camera. But most people do seem to value access to the universe of iPad apps and the simplicity of a device that is comfortable for users from 2 to 102.
So come on Apple. Stop being so darn innovative for once and rediscover what many of us already know. The original iPad is a great product, and should we ever need to replace it, we would rather not have to search for a used one on Craigslist.
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