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« Thank Each Mistake. The animated music video that redefines iPad art | Main | This Week on iPad Creative - 28th March to 2nd April 2011 »

Technology alone is not enough

"We Believe", Apple's first iPad 2 TV advert brings back a flavour of Apple's best TV advert, 1997's "Crazy Ones".

We Believe

“This is what we believe. Technology alone is not enough. Faster, thinner, lighter: those are all good things. But when technology gets out of the way, everything becomes more delightful. Even magical. That’s when you leap forward. That's when you end up with something… like this.”

Crazy Ones

"Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."

I recently mentioned on Twitter that it wouldn't matter if there was an Android tablet that was half the price of the iPad 2 but 10 times the speed, the iPad 2 would still be a better computer for most people. It's not about specifications anymore, it's not about how quickly your new machine can crunch through 20 Photoshop filters, it's about humanness, it's about making the technology feel more natural. That is what will sell computers, not bullet points.

Some will point to the smartphone market as an example of how things will play out in the tablet market over the next 4 years. They suggest that Android devices will rapidly surpass the iPad in both technical specifications and market share. I suggest that it is far more likely to play out like the MP3 player market.

The iPad is first device from Apple that will allow the company to show all its key strengths simultaneously. Very few companies have ever reached a point where every last facet of its operation is precisely alined and perfectly prepared, but towards the end of 2011 Apple will arrive at that point.

I think Apple now fully realise the potential of the iPad and hence the change in tone for this new TV advert. It will be interesting to see how its competitors respond. If this Xoom advert (shown below) is any indication, Motorola are going to need a new creative direction, and quickly. It represents the exact opposite of Apple's message. It will appeal to many Apple haters and a large portion of teenage boys, but that's about all. Time to think differently Motorola.

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Reader Comments (3)

It's really true. Any genuine competitor to the iPad will NOT be a product that crams more feature bullet points onto a marketing data sheet, but a product that embodies swift elegant simplicity and single-minded purpose even better than does the iPad. Such a product, frankly, is hard to imagine. The iPad gets so much right, it's almost scary. Looking at what Android 3 brings to the table, well, it's laughable.

April 6, 2011 | Unregistered CommenterJared White

This is perhaps the most intelligent article about tablets I've seen. It's about the humanness. Good work.

April 6, 2011 | Unregistered CommenterDmitri

Jared: Yes, Google's tablet OS has quite some why to go to match even the current version of iOS. This is Apple's game to win.

Dmitri: Thank you. Your encouraging words go a long way to confirming that we are on the right track here at iPad Creative. ^_^

April 7, 2011 | Registered CommenteriPad Creative

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