stratechery
stratechery

The iPad: it’s for everyone else

This was originally posted on my old, defunct Tumblr

For what it’s worth, we’ve been here before. Apple product is rumored, hype builds up, it’s revealed, and people are disappointed. In this case, “It’s just a big iPod Touch” is the new “No wireless. Less space than a nomad. Lame.” And, once again, it’s because the hype aimed too low. The iPad isn’t Apple’s attempt to make a tablet or netbook; it’s the first of what Apple believes is the future of computers. And, taken in that light, everything makes so much more sense.

I think a lot of the confusion stems from this slide in Steve Jobs’ presentation:

Jobs iPad Placement Slide

There’s the iPad, in the middle. And that, many argue, isn’t a particularly compelling place to be. They’re right, and wrong. The middle *isn’t* a great place to be, but the iPad isn’t in-between an iPhone and Macbook. For a significant segment of the population, it is meant to *be* their Macbook. And, for those who need a Macbook, the iPad isn’t for them. But it will be.

Let me explain, with a new take on Jobs’ slide:

Apple Mobile Devices

Remember the beginning of the Keynote: Jobs said that Apple is now a mobile devices company. What the iPad does is give Apple a product that offers a superior experience in every dimension of the mobile experience, namely, content creation, content consumption and mobility.

Apple Mobile Devices Compare

The reason this matters is that the vast majority of users are primarily content consumers. These are the people buying netbooks as their primary computers, or simply avoiding computers as much as possible. They simply want to go on Facebook, check their email, watch YouTube, and at most, upload pictures. Apple’s value proposition to these customers is: The iPad is a superior content consumption experience with sufficient creation capabilities to meet your needs. That is why iWork figured so prominently into the Keynote — it was reassurance that the iPad can pass as your only computer (more on iWork in just a moment).

Of course the vast majority of geeks and business school students (the two crowds I’m most familiar with) completely missed the point. They’re power users, and the iPad isn’t directed at them. In fact, Apple has a perfectly good solution for their needs: the status quo:

Apple Mobile Devices for Power Users

But here’s the deal. Most people aren’t power users. And now, there’s a solution for them as well:

Apple Mobile Devices Everyone Else

I think that’s a pretty good market to be in.


And now for the caveat: This is a 1.0 product. Just like iPhone 1.0, there are missing features both in hardware and software, and the Apple fanatics will be the de facto beta testers. So in that regard, the picture I just laid out is more applicable to the medium term.

BUT It’s the long-term picture that is particularly fascinating, and gets back to my contention at the beginning of this post. For while the laptop has all but reached it’s potential — the consumption experience will never improve beyond what it is now — the creation experience on the iPad will only get better with time. In fact, I believe the iPad will be looked back upon as the pioneer of what will become the default way of interacting with computers just like the Macintosh.

Go back and watch the Keynote again, especially the iWork demonstration that begins 57 minutes in. The iPad doesn’t just let you create documents. It lets you create documents in a way that is simply impossible on a normal computer. It is so much more natural, so much more intuitive, that users accustomed to a keyboard-and-mouse will adapt quickly, and more importantly, users accustomed to multitouch will never understand the attachment to a mouse. I truly believe my two year-old daughter, who has already taught herself to use my iPhone, will never seriously use a mouse.

To flip John Gruber’s famous headline on its head, the mouse will be the new command line, beloved by geeks and graybeards, and puzzled at by everyone else.

108 thoughts on “The iPad: it’s for everyone else

  1. Pingback: viagra

  2. Pingback: WM 2014 Livewetten

  3. Pingback: the crest price

  4. Pingback: iPhone

  5. Pingback: Bangladeshi Entrepreneur

  6. Pingback: get the facts

  7. Pingback: click here

  8. Pingback: Plymouth, MA

  9. Pingback: http://findlocalhomesforsale.tumblr.com/

  10. Pingback: mediums/medium

  11. Pingback: this company hire out speakers

  12. Pingback: Helderzienden online: Live helderziende - Heldervoelende helderziende

  13. Pingback: buy divisions

  14. Pingback: Websiteoptimalisatie/klikhier/websiteoptimalisatie

  15. Pingback: Bitcoin Hosting

  16. Pingback: mynt products

  17. Pingback: rose pest control

  18. Pingback: hefalimp cardijon

  19. Pingback: Recommended Reading

  20. Pingback: www.onebiz-traffic.info

  21. Pingback: Dentist Peoria Az

  22. Pingback: duct cleaning houton

  23. Pingback: anderson pest control

  24. Pingback: online slots

  25. Pingback: more,

  26. Pingback: dog bed

  27. Pingback: Hop Over To Here

  28. Pingback: macarons kopen utrecht

  29. Pingback: astrolijn/parastars

  30. Pingback: Leiligheter og villaer till salgs i Alanya

  31. Pingback: chicago carpet cleaning company

  32. Pingback: http://www.highline-resi-singapore.com

  33. Pingback: twitter retweets

  34. Pingback: penis enlargement pills

  35. Pingback: mmpr licensed producers mmpr licensed producers

  36. Pingback: buy youtube likes

  37. Pingback: lawyer directory

  38. Pingback: arganolie discount

  39. Pingback: xlovecam token

  40. Pingback: nutribullet 900 series

  41. Pingback: go there

  42. Pingback: novelty techpoint

  43. Pingback: Evidence tracker

  44. Pingback: Ultralase

  45. Pingback: testinate 250

  46. Pingback: escort in Sydney

  47. Pingback: roz grammes

  48. Pingback: sex massage

  49. Pingback: Shaahin

  50. Pingback: Shaahin Cheyene

  51. Pingback: kitchens

  52. Pingback: rundum zürich

  53. Pingback: เช่าชุดราตรี ปิ่นเกล้า

  54. Pingback: Telecharger sims 4 gratuit

  55. Pingback: Bad real-estate

  56. Pingback: Mulheres Infieis

  57. Pingback: kitchen cupboards

  58. Pingback: Flight Tickets

  59. Pingback: Charles Floate

  60. Pingback: westwood college reviews

  61. Pingback: Richard McArthur Reid Real Estate

  62. Pingback: Richard McArthur Belfair

  63. Pingback: Richard McArthur Reid Real Estate

  64. Pingback: Richard McArthur Belfair

  65. Pingback: ford raptor front bumper

  66. Pingback: Arganollie

  67. Pingback: buy likes

  68. Pingback: mortgage broker

  69. Pingback: electric bike motor

  70. Pingback: K3vin Envoy

  71. Pingback: cult

  72. Pingback: Viagra

  73. Pingback: brides of ukraine

  74. Pingback: my web

  75. Pingback: the site

  76. Pingback: bay area garage door

  77. Pingback: edward maldonado

  78. Pingback: New Songs List

  79. Pingback: Madden 15

  80. Pingback: dbz full episodes

  81. Pingback: dbz movie times of grace

  82. Pingback: بفركس نصب

  83. Pingback: بفركس نصب

  84. Pingback: love systems online dating

  85. Pingback: viagra online

  86. Pingback: بفركس شركة

  87. Pingback: Empower Network Products

  88. Pingback: Ceiling Fan Installation

  89. Pingback: Drywall Finishing

  90. Pingback: Faucet Repair

  91. Pingback: Home Improvement

  92. Pingback: bus tours to new york from charlottetown

  93. Pingback: Knockdown Texture

  94. Pingback: Illinois Process Server

  95. Pingback: Worst Airline

  96. Pingback: penisvergrößerung

  97. Pingback: Albuquerque Appliance Repair

  98. Pingback: Mclean dryer vent cleaning

  99. Pingback: wordpress theme design company

  100. Pingback: Womens short hair styles

  101. Pingback: cool android apps for guys

  102. Pingback: Omega Locksmith Chicago

  103. Pingback: purg 2

  104. Pingback: diet

  105. Pingback: restore my vision today discount

  106. Pingback: best mortgage rate

  107. Pingback: network

  108. Pingback: landscape design service

Comments are closed.