As I was watching the iPad keynote a few hours ago, I thought to myself, for the first time in an Apple keynote, that I was bored. Bored. While watching an Apple keynote. I was so bored in fact that I took a phone call in the middle and talked about Denny’s. Boy do I like Denny’s.
This is not Apple's target market. It's just not.
My dad is an upper middle/upper class, middle aged commodity broker who doesn’t really know anything about computers other than how to use FutureSource. He just recently bought a Mac because he wanted a more stable, more intuitive way to put his pictures on a computer, and also for a way to browse the internet without the fear of getting a virus. Within the last year, he finally bit the bullet and bought an iPhone after I made him use mine for a bit on a Vegas trip, and because he was paying almost as much per month on his much less capable phone using Verizon. He tells me all the time that he likes it because “it is so cool”.
With all the buzz that the iPad is getting in mass media, people like my dad will meander into an Apple Store one of these days just to touch one. From all initial reports, the iPad feels like a million bucks and it runs without even the slightest hint of lag. The Apple Specialist will show him how nice ebook text looks, how amazing it will be to show off his travel pictures and video on such a nice screen while not having to wield a laptop, how much easier his Monopoly app will be to see on the larger screen (a huge deal for a ton of people), and most importantly, how good movies will look while traveling. He’ll be mesmerized by the video quality, and with the diminutive size, he’ll probably call me up for a trip to Vegas just for the movie watching experience.
To be honest, he’ll probably be able to completely do away with laptop travel altogether. With the attachable keyboard and nifty stand for movie watching, he’ll be able to do all he needs to for work on a unit that is much easier to move around than his MacBook Pro. For the average business user, the iPad has everything needed to keep you going, from document creation to simply having all of your media with you.
On that note, my least favorite argument of all is that the Apple pricing scheme for books and music will turn people away because they can buy the same product for cheaper on Amazon. Totally irrelevant. The average Apple consumer, let’s use my dad for example, probably doesn’t even know that you can buy a song on Amazon, and because he is so ingrained in iTunes now, wouldn’t even know what to do with an Amazon MP3 if his life depended on it. iTunes is the marketplace for digital media, and I don’t see any reason that it will change anytime soon.
So yes, I do understand that the iPad has its shortcomings, but in all reality, the iPad instantly does away with the need for an expensive (or inexpensive) laptop for travel, one of those crappy portable DVD players to watch movies on the go, and that now useless ebook reader that everyone in the world is considering purchasing. It also gives him the freedom to show off media wherever he is without having to pull out a laptop, or even worse, take people to the office to show off photos. He’ll also be able to check sports scores while on the couch without having to deal with tiny iPhone screen typing and maybe, with a little prodding, be convinced to finally use iTunes remote when he has guests over. Just imagine how neat it will be to pass around a 9″ portable jukebox at a party. Amazing.
I know that some of you are shaking your heads right now in disgust, preparing to leave some sort of angry comment about how short-sighted I am about the Apple consumer market. Just ask yourself one question. After touching the iPad for the first time, will you not smile a little and wonder how cool it would be to have one of your own? You’ll end up getting one… we all will.
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View Comments for "Why My Dad, and the Rest of Mac Loving America Will Jump On The iPad"
I watched the keynote and yawned a lot. Far too limited. No Flash support, ridiculous. A big iPhone/iPod Touch. No thanks.
i would get an ipad if when they fix these problems…
A Big, Ugly Bezel
Have you seen the bezel on this thing?! It's huge! I know you don't want to accidentally input a command when your thumb is holding it, but come on.
No Multitasking
This is a backbreaker. If this is supposed to be a replacement for netbooks, how can it possibly not have multitasking? Are you saying I can't listen to Pandora while writing a document? I can't have my Twitter app open at the same time as my browser? I can't have AIM open at the same time as my email? Are you kidding me? This alone guarantees that I will not buy this product.
No Cameras
No front facing camera is one thing. But no back facing camera either? Why the hell not? I can't imagine what the downside was for including at least one camera. Could this thing not handle video iChat?
Touch Keyboard
So much for Apple revolutionizing tablet inputs; this is the same big, ugly touchscreen keyboard we've seen on other tablets, and unless you're lying on the couch with your knees propping it up, it'll be awkward to use.
No HDMI Out
Want to watch those nice HD videos you downloaded from iTunes on your TV? Too damned bad! If you were truly loyal, you'd just buy an AppleTV already.
The Name iPad
Get ready for Maxi pad jokes, and lots of 'em! itampon is already trending on twitter.
No Flash
No Flash is annoying but not a dealbreaker on the iPhone and iPod Touch. On something that's supposed to be closer to a netbook or laptop? It will leave huge, gaping holes in websites. I hope you don't care about streaming video! God knows not many casual internet users do. Oh wait, nevermind, they all do.
Adapters, Adapters, Adapters
So much for those smooth lines. If you want to plug anything into this, such as a digital camera, you need all sorts of ugly adapters. You need an adapter for USB for god's sake.
It's Not Widescreen
Widescreen movies look lousy on this thing thanks to its 4:3 screen, according to Blam, who checked out some of Star Trek on one. It's like owning a 4:3 TV all over again!
Doesn't Support T-Mobile 3G
Sure, it's “unlocked.” But it won't work on T-Mobile, and it uses microSIMs that literally no one else uses.
I couldn't agree more, my Dad was already texting me asking which size he should get. I'm reminded of the first iPhone when it came out overall the feeling was that the touch screen keyboard would never be adopted. I can't even look at a BlackBerry now without disgust.
No flash, no flash, that's all I keep hearing. C'mon, everyone knows the future of the internet is HTML5 and the death of Flash most certain.
oh and you can only use apple approved apps. No firefox, no google voice ect
I feel like I saw most of this on Gizmodo… oh wait…
I think for the most part you are right except with the e-reader market. The ipad doesn't offer 7 days of usage, ability to read in direct sunlight, and ease of eye strain (as you are staring at an ultra bright HD screen).
Bottom line: readers will not want the ipad and it certainly does not do away with the “useless ebook reader”. The ipad market is not focused on readers, seeing that it is basically a giant iphone. It's essentially another toy.
I'm sure the Google Voice web app will still work… it'll be much nicer on the big screen too.
How much of the e-reader market do you think reads in direct sunlight? I've never understood this big problem that people have with glossy screens. I've maybe used my computer outside all of 2 times total. I just don't think I'll ever see a bunch of people sitting around the pool with e-readers. People like reading in comfy chairs and airplanes and in bed.
I think the fact that Apple is now selling e-books shows that they are heavily invested in the e-book market. It's definitely a money making opportunity for them.
Yes, I (my wife) am VERY afraid I'm going to get me one iPad soon…
No one wants to read a book off a computer screen. It strains the eyes and isn't even healthy. Readers are aware of this and will take that into consideration.
People don't always read in direct sunlight but in place where there is a saturation of light. Think of people wanting to read as they lay by the pool in the sunlight (usually direct). People wanting to read at the beach (an umbrella is a maybe). People wanting to read outside in their back yard, enjoying the outdoors. Happens all the time. Reading helps by giving you a break from staring at a screen causing your eyes to water. No one chooses to read from a computer screen over a book. Hence why ipad won't be for readers.
I'm not against the ipad. It's a neat toy but impractical if reading for extended periods of time.
Not disgusted. Think you are right on. Can't wait to get my hands on a tablet…written from my MacAir : )
I completely agree with Chrishall – I don't understand this whole “sunshine” aspect that keeps getting brought up. If your main goal is reading at the pool in the blinding sunshine, you're a moron not to just stick with paper anyway. Why should everyone be designing devices for these weird direct-sunshine pool readers? I do 90% of my reading these days in bed with the lights out while my spouse is already asleep. I know I'm not the only one.
Whether or not you are reading in direct sunlight no one wants to read a book off a friken computer screen. It's a strain on the eyes. Why do you think the kindle, sony e-reader, and the nook all do different shades of gray? Because it doesn't look as nice and people don't want color in their reading? Of course not. It's about concern for the eyes and easy of reading that you are not going to get with the ipad.
I've got a great laptop and an iPhone already. The next $500 I have earmarked for tech will go for a tower with a quad-core or an i7 in it (don't need a monitor). After that, a tablet PC for art and Flash animation on airplanes and trains. If I have a couple hun left over, I think I'll get a refurb Sony Reader, the little touchscreen one that doesn't have a big-ass bezel.
Reader all the way. Electric paper rules. The size is definitely not the only reason I get tired of reading stuff on my iPhone.
The iPad runs all the 140,000+ iphone/itouch apps out there — games, productivity, social networking, etc PLUS iTunes music and movies, so there's already built-in massive content. Further, Apple has already set up delivery systems with currently print-based publishers to bring books online.
And all of that happens through iTunes, which has revolutionized the delivery system of media to computers — i.e. people will actually pay for downloads of music, movies, and apps rather than stealing them — and independent developers will constantly create new product. It's a winner.
Also, games and movies often seem just a tad bit too small on the iTouch/iPhone, but they'll look great on the iPad.
As for some saying it's not so different than previous hardware…sure, and the iPod wasn't so different from other MP3 players, and the iTouch isn't so different from my PDA that I never used (but I use my iTouch constantly), and the iPhone isn't so different from other smart-phones. In a competitive war, Apple's got a discernable advantage, from both proprietary technology and marketing coolness, and that's all it takes to create a critical mass of sales, at which point everyone else buys one because everyone else is buying one.
And as for reading books: I'm a life-time book lover, but now I prefer reading books on my iTouch to paper copies. I can hold it in one hand, flip pages at a touch, create multiple book marks, and have an entire library held in my hand. Anecdote: my wife was catching a plane recently and we passed the airport bookstore and she thought about going in to buy a book for the flight, then checked her iPhone and realized she already had 72 books in memory. For me, that was one of those moments when you realize that a fundamental change is taking place in the way people do ordinary things.
But for reading, I'd love to have a bigger screen and the iPad will give me one. And the market for textbooks is huge, because students will be able to buy excellent quality PDF versions for less than paper copies, won't have to carry 50 lbs of books to college in their backpacks, and the publishers won't lose dollars to poorly scanned B&W pirated PDF copies.
Still think people won't buy it? Yah, right, and no one needs a personal computer in their home, and only geeks use the internet.
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Ok I've heard enough about this eye strain issue. Every comment I hear about it is “nobody wants” it's never “I don't want.” The reality is that many of us still subscribe to the belief that spending long hours on a screen is bad for your eyes. This isn't really true anymore. This argument stems from the TV tube & CRT display days.
With CRT monitors your eyes naturally do not blink as often which causes them to either dry out or over water. This does not happen the same with LCD screens, your eyes compensate differently and there are plenty of studies out there supporting this, I hope Myth Busters does this one someday. That's why so many people like myself can spend all day at work on the computer and go home and spend several hours there on one as well without the eye strain burn of yesteryear haunting them.
In addition eye strain has also been greatly reduced over the past few years with better font smoothing and the ability to increase font sizes.
If the glossy screen really bothers you that much then get an anti-glare film, you know they're going to have then out there, just like for the MacBook Pros.
If it's too bright then turn the brightness down. Or you could use the inverted color settings under “Universal Access” to make it “easier on the eyes.”
With all of this said, I personally am not a huge e-book person, but the eye strain has nothing to do with it, find a new argument.
Without purpose built apps, the iPad, like it's predecessors, still cannot stream internet radio and videos. There are a few exceptions but, for the most part, the internet is unavailable to the iPad user whose likes lean towards music and video. Of all things to say about the much vaunted Apple, the iPad seems to show little capability upgrade and is too *cumbersome* when it comes to streaming.
Great article, Chris.
I think the statement by Jobs at the end of the presentation was very intentional. It sounded almost like a mission statement. Being at the intersection of Cutting-Edge Tech and Liberal Arts doesn't allow for some of the things that feature-hungry geeks want. Design is always more about where to stop than about what to do, and concentrating on features misses the market that Apple's targeting.
User interface, not features, is where the value proposition between a $200-400 netbook/laptop really begins to be interesting. How cheap is the netbook/laptop if the software on it isn't intuitive to the user? What's lost value? Is it a good value to use 10% of the functions on a $200 machine (browsing/word) or 90% of the functions on a $500 machine (browsing, iWork, VOIP, Photos, Ebooks, Movies, Music, Calendars, Contacts, Task Management, Maps, Notes, Password Management, Grocery Apps, and all the other apps out there)? Is it good value to be scared when you're using a device? I know what I'll be recommending.
With the iPhone many people really used their cell phones for the first time. Those people couldn't figure out where to find voicemail, text messages or missed calls. The iPhone made cellphones much less frightening.
People are afraid of computers, even Macs. This is a problem. The company who makes computers friendly instead of frightening to these consumers wins. Apple just sailed, and the rest are still at port… adding ports.
I can definitely understand why some wouldn't like it. Even for a lot of the issues you mentioned. Just have to chime in with my views on these:
A Big, Ugly Bezel
It is big. Ugly is subjective. Usage-wise, if you don't want a huge amount of broken screens on release, the bezel has to be as wide as the widest dimension of the average person's thumbpad. Mine's about an inch and a quarter, so I'd guess that they cut it down a little. This allows the user to firmly grasp it without setting off multi-touch. People say they know that unintentional touches must be accounted for, but they seem to want touch interaction to be as awkward as they think the keyboard will be.
No Multitasking
This thing's fast, really fast. Saved states in apps and a better way of switching may be just as useful as multi-tasking. I tend to think this'll be the way apple goes.
The Name iPad
This is my favorite. Worst reason not to buy anything in existence. People who complain that Apple's style over substance should be appalled that their disciples are so shallow.
No Flash
I'm still trying to figure out where the useful non-video flash sites are. As for video, the best thing Apple can do is to keep on gaining marketshare without flash support. Anyone who hated/hates IE6 should understand this. Flash is only slightly less damaging to the future of the web than IE's legacy.
It's Not Widescreen
It never will be. Yes, there will be bars on widescreen videos. That's a small sacrifice compared to crippling ebooks, iWork, and browsing. Widescreen castrates the portrait orientation, and portrait is more useful for almost anything regarding reading (or even writing). That'd be the only way you'd want to use it. Might be useful for status updates, but nothing else.
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As a cop, I have found the iPhone to be useful. The Google Map feature really helps with perimeters. And for building entries, I can get an overhead view of possible exits and pathways on all sides of the building. I'm looking forward to the iPad. On top of all the above, now I'll be able to type reports without going back to the station, and without having to lug around a laptop. Cool stuff.
As a cop, I have found the iPhone to be useful. The Google Map feature really helps with perimeters. And for building entries, I can get an overhead view of possible exits and pathways on all sides of the building. I'm looking forward to the iPad. On top of all the above, now I'll be able to type reports without going back to the station, and without having to lug around a laptop. Cool stuff.
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