Apple iPad – Not For You, But For The Other 99%

It was impossible for Apple to have created the magical device people were conjuring up in rumors. (No, despite the copious use of the word ‘magical’ in Apple’s marketing campaign for the device, it’s not magical.) Perhaps the iteration they launched here was a bit of a conservative effort. On the other hand, it’s one of the first non-vapourwave entries into the budding ‘slate’ market, and Apple will likely get a second version out, not long after the rest of the market catches up with their first salvo. They need to keep some cards to play out then.

Apple iPad

So, a bit of a conservative showing by the iPad at first glance then? Sure, there isn’t a revolutionary new interface method – it’s essentially like a big iPod Touch in many ways, but familiarity is a wonderful thing. Keeping a consistent user interface, one that 75 millions users know and love, helps the product, not the opposite. Yeah, the keyboard looks retarded to type on, but this isn’t a content creation device, it’s a consumption device. There’s no multitasking, which sucks for sure, but I’m sure the key features you’ll really care about multitasking with (music, in particular) will be allowed to run in the background. There’s also no Flash support.

There are a ton of areas where a fully-fledged operating system would do a better job, but then I look at the price: $499 for the base model.


Joe Blow is going to walk into BestBuy with his wife, looking for a cheap web browsing machine. They have a desktop computer, but would like something to browse the internet, check some email, and blast through photos around the house. They see an Acer 10.1″ netbook running Windows 7 and, not too far away, an Apple iPad running some sort of iPod Touch-looking operating system.

$349 vs. $499
10.1″ vs. 9.7″
7 hours battery vs. 10 hours battery
regular screen vs. touch screen
Open up Internet Explorer vs. Open up Safari: weird, Safari opened faster

Hmmm, $150 more for a shiny Apple product that seems to be (surprise) faster for browsing the web. Well, they wanted to spend less than $400, but this iPad thing looks really slick. And wow! So light! The Acer gets ignored for a while, and Joe plays with the iPad’s other applications. Hrm, email looks good. Photos look fantastic! Oh, it says there are 100,000+ applications available for the iPad?! That’s a lot.

Joe walks out of BestBuy, ready to try out his first Apple product at home. At this price, Apple will move loads of product.

I’ve already heard from several non-techie types that this is the ‘computer’ they’ve been waiting for. They’d rather surf the web from the comfort of a couch than a desk. The simple interface and operating system is an advantage. I think about my mother’s computer usage scenarios, and I can’t help but think the iPad is better suited. She’d rather not have to sit in front a computer. It simply doesn’t fit into her day. And multitasking? Please, every time I go home, the only thing open on the computer is a Firefox browser window. Most people don’t want crazy feature sets. Most people don’t need a ‘full-fledged’ operating system for their day-to-day activities.

What most web gurus don’t realize is that 99% of the population aren’t like them. They don’t want to web chat with people, while downloading a movie and posting to their blog. They don’t want to pound out page long comments on

Steve Jobs calls it the best web browsing and email experience available. I don’t think I’m willing to go so far as to agree with him. However, I do believe it provides a better web experience than most netbooks. On the other hand, I feel that it’s the form factor that makes this product work. With the plethora of Android and Windows tablets due to be released later on this year, I feel like the iPad’s market will have really legitimate competitors very soon, something that couldn’t be said for the iPhone until recently. Android will probably work pretty well out-of-box in this form factor. Any Windows tablet will need some serious application interface overhauls to provide a good experience.

With that all said, I have so much faith in this form factor, and in particular Apple’s entry here that I’m planning on jumping head-first into development for the platform. Designing for the significantly larger screen will be very different, and in many ways, more difficult than development for the iPod Touch/iPhone, where the vast majority of applications are simply a list and some buttons. I have numerous ideas that take advantage of the new form factor. Plus, as the App Store has shown, there’s serious money to be made here. That’s just about incentive enough.

I probably won’t be developing for you (or me, for that matter); I’ll be developing for the 99% that the iPad is useful for.


2 Replies to “Apple iPad – Not For You, But For The Other 99%”

  1. Well-said. I know that I am one of those blog-posting, downloading, content-creating people you mention. The thought of typing on a virtual keyboard makes me want to throw up; the form though…that’s appealing. Unfortunately I really can’t imagine how those two worlds, if ever, can merge. How can you create a sleek, attractive, endlessly portable content-creating device? What would it look like?

  2. Interesting analysis. I think you’re right when you suggest that the other products the iPad will compete with might get overlooked on name brand recognition alone.

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