iPad changes consumer expectations for all
I have heard several people say: “ The iPad is a giant iPhone”, followed by :”it’s amazing”.
Although this is not exactly right.. what is interesting about the statement is that :
1. People have a clear idea about how the device is operated.
2.It is expected to be amazing.
3.The statement evokes a goofy visual indicative of an unguarded ownership of the idea.
Now, the iPad may act like a phone is some cases (with the Line2 or Skype app installed), but clearly its not intended to be a portable phone as its primary use. The more we think about it, the more we expect the iPad to be the first step away from buying netbooks and laptops. In fact Eric Slivka wrote a report on May 6th on macrumors, asserting that the iPad has caused the netbook market to slow down. From a product strategy perspective, this target market is brilliant and classic Apple. - Enter the market at a premium price point, superior technology, innovation and design and create a business platform that not only is sustained by healthy margins, but also one that leaves the competition in the dust. This is truly re-inventing the product category. Apple has successfully done it at least twice before in the mp3 player and smart phone markets.
The second point, and the reason for this post, is that Apple is able to capture the imagination of its customers, by realizing the multimedia and entertainment value of the device like no other brand; and by doing so has created a whole new set of consumer expectations every other device manufacturer simply has to take into account. In fact, Apple has a direct influence on the expectations consumers have from technology and is able to actually be ahead of the adoption curve. Millions of consumers will expect to have a fully functional entertainment device stream their Netflix, play their music and games, carry their library and browse the internet instantly and with ease (everywhere they go, thanks to wifi/3G combination we have grown to expect from our iphones..) Apple is helping the consumer expectations outpace the adoption rate of new technologies and thus accelerate the rate of change. - Jon Rygh
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