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The iPad Is A Great Device, But It’s Targeting The Wrong Consumer

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This weekend marks the official release of the Apple (NSDQ: AAPL) iPad — a device that, more than any other to date, blurs the line between device categories. Here

This article originally appeared in Forrester Research.

13 Responses to “The iPad Is A Great Device, But It’s Targeting The Wrong Consumer”

  1. Camden

    In my opinion most everyone is overlooking the importance of the software. The iPhone OS software is emerging as a dominant platform for development of a multitude of activities that affect our lives. The iPad is just the second vehicle for that platform. There will be others. The potential for the iPad is very large, likely larger than the iPhone. But it is the software platform as a whole that will truly be pervasive. This toddler has a lot of growing to do.

  2. My opinion:
    Apple iPad cool? Yes.
    Expensive? Sort of.

    Will I buy one? Nahhh. If you are from the church of apple and cupertino saints this must be your new freak-out. I am sure that alone will make it a success. But as the writer says, I don’t see anything really “innovative” about this product.

    It looks like a big remote control/iPhone on steroids to me.

    Have a good one!

  3. andrew innes

    “The second scenario assumes that consumers will seamlessly upload and download content from the cloud. This is a pretty futuristic assumption, and it’s not clear that mainstream consumers are ready for this. Does your mother-in-law store her data in the cloud”

    This passage made me think of the time period where computer manufacturers started transitioning away from the 3.5″ floppy discs…they started shipping computers with just cd drives, or SCSI ports that you could hook external drives too…no more floppies. At first I was afraid of this…then after about 5 minutes I realized I how limiting those little 3.5″ floppies really were….life was much better just emailing documents, or sticking them on a 100 megabyte iomega disc…(100 megabytes! wow!)

    The cloud is the next wave in this movement…, maybe my mother law doesn’t store some of her stuff in the cloud just yet…but I do.

  4. jojomogir

    Hey, all of you faithful in the Church of Steve, wake up! Apple has basically been really successful with two products – iPod and iPhone. As a maker of computers they are an also ran. This thing is not a guaranteed success. Apple didn’t want to make a netbook because they were scared of its low price and impact on their business. So they made a product that is a tweener, neither a portable device nor a real computer. At $600 minimum (the 16GB version is a joke) this thing is ridiculously overpriced. Won’t sell huge numbers at these prices.

  5. I think you guys are selling his analysis short and looking through slightly grey tinted glasses.

    He is right that to succeed, THIS device need to get to grandma, Mom/Dad , and Uncles.

    This isn’t just another device or peripheral. The iPad is viewed as more of the laptop. The average user who was like “wow, I can play mp3s and it looks nice too” isn’t the same person who goes and snatches up a Macbook Air or a Macbook.

    There is a definite need to convince by Apple with this device and its viewed by the casual consumer as more of a computer or laptop and less of a peripheral. So for all you people that think Forrester is wrong about Apple needing to convince people, pay attention…

    ….Apple has failed at convincing the casual person to use their computers when compared to their success at device adoption.

  6. Seb_075

    When you compare a Dell Netbook Mini 10 to an Apple iPad, well I think that this, by itself, discredits all your comments. Are you expecting to sell any of your reports yourself with this kind of analysis?

  7. ar910793

    I watched Steve Jobs’ announcement at the time and the question I had that still isn’t answered is “Why do I need to sync this to a computer?” Give me access to a USB port and an HDMI out via dock, and this could be the only device I need … except I need to sync with iTunes a real computer. Develop a dock that does these things and throw in some sort of multitasking and you got something that could really convince me to put my PC in a closet.

    Also, it should have a lock slot so I can take it to work. Too big to pocket. can’t leave it on my desk or someone might steal it. I should be able to lock it.

  8. John Gauntt

    For the record, I don’t own a single piece of Apple kit aside from an iPod Nano.

    So this is Forrester’s Bottom Line: “To sell this device to more than just Apple acolytes, Apple will need to teach consumers not just a new way of using this particular device, but an entirely new way of computing.”

    Memo to Forrester: Apple has decent track record doing just that

    iPod/iTunes = entirely new way of experiencing digital music
    iPhone/App Store = entirely new way of experiencing mobile media and communications

    $40bn in cash and short-term securities.

    But hey, 2 out of 3 ain’t bad.

  9. “At the same time, Apple will teach consumers to expect more from computing—more visual pleasure, more touch.”

    Knowing the most popular type of “visual pleasure” consumers use the Internet for, I don’t want to envision what the author meant by this statement…