There wasn't any (engagement, that is). And that's not a problem. At least not in the short term.
Engagement is the very first door that any business must open when attempting to unlock hearts and minds in today's idea economy.
Engagement is unexpected. Engagement surprises and captivates. Engagement gains attention and creates curiosity.
Apple's iPad, however unexpected it was purported to be, was anything but.
When Steve Jobs unveiled the iPad, one could sense a collective "duh" in the room (watch the video). "A big iPod Touch? That's what we would have created. C'mon Steve?"
But that doesn't matter. Apple is way beyond the door of engagement. The company has people's undivided attention (Google "iPad" and see). Apple's challenge with the iPad is the next door: The door of interest.
Will people be interested in an oversized, $500 iPod Touch? Is there compelling desire for the improved value and experience; e.g. larger screen, larger keypad, built-in speaker, 10 hour battery life, ability to run Keynote, Numbers and Pages applications, etc. (watch the iPad promo video)?
Here's my two cents:
Apple sells about 3 million of the iPod Touch each quarter. There are nine quarters worth (millions) waiting to be gifted to loved ones, so that the unselfish gift givers can upgrade to the iPad. My guess is that Apple loyalists are already busy rationalizing the price of the iPad, and they'll be chomping at the bit by the beginning of Spring.
Those are just the loyalists. As soon as software developers and content creators release new, captivating iPad applications -- e.g. games and multimedia versions of books (note: I've been working on one myself. That's what that little fetch engine in the top left column of this blog is all about) -- a much larger market will become engaged and interested.
All in all, the new iPad is exactly what we've come to expect from Apple. And in Apple's case, that's a very good thing.
Posted January 28, 2010
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
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I hope they've checked the structural floor load calcs for all of those Apple stores soon to be overwhelmed with raving fans!
Posted by: Randy Bosch | January 28, 2010 at 06:38 PM
I wouldnt mind to spend 500bucks for that one..but not everyone can afford that..
Posted by: buy jintropin | February 09, 2010 at 08:45 PM