On comments about the iPad

[chipotle]

What was the famous Slashdot quote about the first iPod? “No wireless. Less space than a Nomad. Lame.”

While I’m not going to predict the iPad will match the success of the previous iP* product lines, there’s a definite party line among the geek crowd that only fashion-conscious fanboys would ever actually buy Apple products and that whenever they introduce a new gadget it’s the Stupidest Thing Ever. If the majority of commenters on Slashdot and TechCrunch did not piss all over a new Apple product, that’s the product I’d expect was in trouble. Given how much pissing is going on around such sites over the iPad, I'm betting the thing is going to sell like crack-infused hotcakes.

Never make the mistake of assuming either of the following:

1. That you really know what a product you've only seen demo videos of is going to be good at. Some things look much better in demos than they really are, and some things have to actually be used to be properly evaluated.
2. That because ultimately a product is not good for you means that it's not good for anyone else. You are not necessarily in the median of the product's target market segment.

(N.B.: I'm not sure I'm in the iPad's target market segment. It's not designed to be a laptop replacement and I'm not sure I need another gadget about. I might rather have it than a dedicated e-book reader, all the arguments for the superiority of e-ink not withstanding, but I haven't been sold on e-book readers yet, either. So.)

Comments

[toob.livejournal.com]

I think it's the opposite. For the tech nut, it's pure joy. They love playing around with new devices. For marketing folks -- they have to convince other people that their world can be a reality that contains it and that it has real uses NOW.

You can't market a product based on the idea that you don't "get it" until you try it.

[pseydtonne.livejournal.com]

Actually, that sounds like the best come-on line I've ever heard.

iPad: it's eating at you that you don't dig it yet.

iPad: be cooler than your kids. No, they can't "see" it.

iPad: You'll figure it out. Yes, you. Come find out.

iPad: What do you mean, what's it for?

[chipotle.livejournal.com]

You can't market a product based on the idea that you don't "get it" until you try it.

Obviously that can't be your marketing message, no. But the rationale for Apple entering the retail business -- which a lot of people thought was a spectacularly stupid idea when they announced it -- was to get Macs in front of people who hadn't used them in years, if it all, so they could see what they were actually like and get a hands-on demonstration. And then to get iPods in front of people who'd never thought about MP3 players. And then to get iPhones in front of them. The proposition Apple staked the stores on wasn't that you don't get their products until you try them -- it's that if you do try them, you'll get them. And ideally, get them in the sense of "purchase them." Their sales figures by and large seem to validate this strategy.

To consider this another way, the people who bought the first iPhones were tech nuts who loved playing around with new devices. A lot of people didn't really see what the big deal was. At first. I know more than a few people who weren't interested in iPhones who bought one after having the chance to use one, and others who became interested a year or two in as the iPhone matured. My bet is that Apple expects the iPad to develop in the same way, that this isn't something they expect to be under every Christmas tree this year. The test is how many Christmas trees it's under by 2011, or even 2012.

I don't have any sense of the answer to that, mind you. As you've observed, Apple really is trying to convince people that this is a new category of device, and convince a sufficient number of people that it's a category of device they want. Both of those are tough. But there's no other company that really has the pieces in place to try and pull it off, at least for the time being.

[barberio.livejournal.com]

"You can't market a product based on the idea that you don't 'get it' until you try it."

Dr Pepper

[toob.livejournal.com]

Mega-touché!