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Apple ipad marketing
Article Date: Monday 8th March 2010
If Apple was in the business of making movies, the iPad would arguably be its biggest bet yet. So it's fitting that Apple used Hollywood's biggest night to let consumers know that the iPad will be 'in theatres' on April 3.
Last night, the company, which now has a market cap just shy of $200bn, aired its first television ad for the iPad on the 82nd Annual Academy Awards. The 30-second spot provides a visual (and musical) depiction of the iPad and its capabilities, and concludes with the words "April 3" and "iPad".
With that April 3 date now less than a month away, the question is: will the iPad be a 'blockbuster' or a 'box office failure'? Given Apple's track record, it wouldn't be surprising if the iPad turns out to be the tablet computing equivalent of the film Avatar, which has grossed well over $1.5bn globally.
But what if the iPad doesn't sell? There are a few good reasons to believe that Apple has its toughest challenge yet in convincing consumers to say "iPaid for the iPad":
•From 3G pricing and Flash support to accessories and the lack of a camera, there are a number of unanswered questions surrounding the iPad. These questions could conceivably give consumers pause, which would of course hinder sales in the process.
•A recent survey by AdMob found that only one in six iPhone users currently plan to purchase the iPad. While that still represents millions of potential iPad buyers, it's hardly the most encouraging figure. AdMob's survey only had 960 participants and AdMob is owned by Apple rival Google, so I wouldn't read too much into the survey. But if it's anywhere near accurate, it would support the numerous iPad critics who have voiced concern about the challenges Apple will face in trying to create interest in an entirely new category of mobile device.
Again, Apple's track record is such that it's hard to write off Steve Jobs and crew. But if theory becomes reality and the iPad gets off to a slow start, it would be an interesting test for a company that is so used to 'getting it right' (or close to it) on the first try in recent years. Would Apple be able to reset expectations and adjust the iPad's positioning? Would it listen to iPad critics who have complained about, say, the lack of a camera and Flash support? Or would Apple respond with hubris and arrogance?
Great companies are defined not only by their successes, but by how they address shortcomings and failures. We know that Apple is capable of producing great products but I for one wouldn't mind seeing what it does with one that needs a bit of work. We'll soon find out if the iPad is that product.
Source: E-consultancy
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Giles Smith, 2010-03-09 11:31:06
I have a horrible feeling the ipad is going to hurt apple a lot. It seems poorly conceived and a not very well thought out product.
I think the main problem revolves around the question 'What exactly is it for?'
It certainly isn't a pc as you will only be able to install software from the Apple Appstore on it. It isn't a phone either so no calls. Is it a way of attempting to steer developers towards developing more mobile apps that can handle the desktop duties, like office and productivity suites? I can't really see that happening as the hardware isn't good enough.
So is it really just a gadget for Apple fans with too much money to surf the internet when sitting in front of the TV? Well again, no. In the UK only the most expensive version will have wifi support everyone else will have to rely on 3G, and unless you live in the center of a major city, getting 3G signal indoors in the UK can be troublesome!
Apple's competition have been very clever over their response to the iPad's accouncement. All waited to see what Apple had in store before announcing their own competing products. All of which seem to make more sense.
Microsoft's Courier is a personal assistant and if the video on Youtube is anything to go by, the completely revamped GUI tears chunks out of Apple's ageing over simplified offering. HP's Slate is a tablet PC and will have the hardware to be able to run desktop applications.
So will the iPad sell? Of course it will! If there is one thing Apple know that is marketing, however all early adopters are going to feel very ripped off once competing products start appearing on the market.