If you don’t think the iPad is a brand triumph, you haven’t understood it

The computer blogs and the forums are alive with debate about the pros and cons of Apple’s new iPad device. The anti-iPad blogging lobby hates the product’s name and they grumble about its lack of camera and various other technical shortcomings. The angriest of them have taken the opportunity to underline their deep dislike of Apple and its enthusiastic supporters, whom they refer to scathingly as Apple-fanboys.

Meanwhile, the middle-ground are saying they will wait and see, or that they remain to be convinced about the iPad.

But I am convinced that both groups are not only wrong, but wrong by a considerable order of magnitude. In fact I’d go so far as to say that if you don’t think the iPad is phenomenally important then you haven’t understood it.

The iPad, like all things Apple, works on an emotional level, just like all truly great brands. Because it taps into imagination, desire, aesthetics and emotion, the iPad is qualitatively different from any other competing device. Unlike any other e-reader, or netbook computer, or smartphone, or laptop, the iPad presents us with a magical vision of the future. A vision that is colourful, optimistic and engaging. 

The iPad will clearly go through rapid generational development, just as the iPhone did. The iPhone had very vocal opponents when it appeared but is now a cultural phenomenon. What the doubters and the critics are missing is that most buyers are not going to analyse every last technical specification and possible shortcoming of the iPad, but are going to make a powerful emotional engagement with its magical and futuristic qualities.

Date posted: Tuesday 2nd February 2010Back to news home page >