The iPad 2 is a solid, highly-progressive update and it’s only going to disappoint one kind of consumer: someone who was hoping that Apple would somehow completely redefine the greatest new tech product of 2010 in its second incarnation.
Naw. All of the 2011 iPad’s improvements and new features are answers to the question “What would the first iPad have been like if its engineers had been given another year to work on it?” They’d certainly have tried to make it faster and sleeker, and they’d have figured out how to stick a camera or two in there. Done, done, and done.
(Their in-house case also wouldn’t have been a chintzy-looking plastic sleeve, either. Done.)
The iPad 2 is the same iPad. It’s just better in every conceivable way.
After a week with the iPad 2, I’ve come to realize that Apple’s true revolutionary change has been conceptual. The first iPad wasn’t just a new product ... it was a whole new category of computer. I think in 2010, Apple instinctively understood that with something this different on their hands, they couldn’t go for broke. They could only lay out their cards and imply the iPad’s many strengths and then they’d have to stand back and watch what happened. After all of their efforts, they could only hope that consumers and developers figured out what the iPad was on their own. Only then could Apple make their next move, based on those reactions.
It all could have gone very badly. If Apple had sold the iPad explicitly as an ebook reader, the first complaint would have been “Why does this cost twice as much as a Kindle?” If they had gone the other way and suggested that the iPad was a substitute for your notebook, then any sensible consumer would have pointed out that while the iPad 1 was far more affordable than the cheapest MacBook, $500-$875 could buy any of a number of powerful, name-brand Windows notebooks.
Selling 15,000,000 iPads in nine months must have filled Apple with a certain degree of confidence that the world had truly gotten the point.
The public got it: the iPad was no mere accessory to a desktop and while it certainly earned best-in-class honors as a reader, media player, and document-viewer, there was no need to limit one’s perceptions of the device. The iPad was, and is, truly an entire new class of computer. Many of you were around for the transition from text to graphical user interfaces. Some of you were even around when the world shifted from mainframes to personal computers. Well, congratulations: you’ve lived to see your third revolution in computing.
The original iPad was the lap that the race cars take around the track just to heat up the tires. The iPad 2 is where Apple starts driving aggressively. Last year, Apple implied that the iPad might be able to replace your notebook. This year, Apple seems to be saying that the iPad 2 could replace ... notebooks.
Well, maybe they’re not behaving quite that aggressively. Apple does make a lot of money off of those MacBooks, after all. But the power of the iPad 2 and Apple’s concurrent release of two new built-in-house iPad apps for desktop-grade music composition and movie editing — creative tasks that no previous mobile device has been capable of doing, even poorly — makes it quite clear to me that Apple wants you to ask yourself a rather profound question:
Did you really need a notebook in the first place? Or did you buy it just because at way back in the Pre-iPad Era, a notebook was the only mobile device available that could handle such a wide variety of tasks?
(If you happen to have read this next to an oak-paneled room where you can sink into a leather club chair with a brandy and a cigar and spend a few hours in thoughtful contemplation, I invite you to walk in there to do so right now. It’s that kind of question. I’ll wait here.)
One thing that’s immediately clear: such a question would never even occur to me if the subject were any of the other iPad-like tablets due to be released in 2011. If Apple’s message to consumers is “Consider an iPad as your next computer,” their message to the competition is “We think it’s so adorable that you believe you’ve got anything that can possibly compete with this.”
“Thinner. Lighter. Faster. FaceTime. Smart Covers. 10-hour battery.” That’s the tagline you’ll find on Apple’s site. Let’s run through ‘em one by one.
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