Apple IPad and its Features - Research Paper Example

1. Do general search about Apple IPad how to marketing in(375)words. Apple uses a differentiation strategy in order to reduce rivalry from competitors particularly with the fact that the Apple brand commands a loyal customer base. Here, Apple, in marketing its products, fights off threats of product substitution by exerting all means to distinguish its products from others in the industry. For instance, this is done by intensive advertising and highlighting the distinctive or innovative product features, new technology, and so on. One saw this in the way IPhone was sold and marketed and now we see this again in the case of the IPad hype. Apple introduced the IPad in the MacWorld Expo, an event that generates overwhelming interest from consumers, technology analysts, among other stakeholders in the industry. In the past only a handful of journalists and Mac die-hards attend this event, but today, it is one of the must-see tech events. A series of public relation efforts, advertisements and other marketing initiatives has been launched way before IPad even hit the stores in March. A crucial dimension to the IPad marketing strategy, as with the other Apple products such as the Ipod Touch, the IPhone and the Macbooks, is the "anticipation" variable. Again, one sees this in the launch of the IPad and the flurry of marketing activities months before it becomes available in the market. The point here is that anticipation drives many of Apple's consumers. According to David Hooper (2009), consumers, generally are looking for the next, the biggest, the best, and the "new and improved." (p. 64) Apple never falters in this aspect. Its marketing strategy always takes into account the fact that consumers like promises and, indeed, Apple became adept in creating the anticipatory tension around a new or improved product such as the IPad. The above variable is analogous to how a reader is riveted in reading a very successful crime novel. The proverbial "whodunit" element is translated into how consumers want to know what is going to happen next, how it is going to start or end. The concepts behind the new Apple products were not entirely novel. MP3 players already abound before Ipod was sold, Blackberry and other smart phones have already been introduced featuring mobile web browsing and Samsung was the first to develop the touch technology in mobile phones. What made the IPhone and the Ipod more effective is Apple’s unique addition to these three products - the factors responsible to the success - was the infusion of Apple's core strength of user friendliness in its products. 2. Do general search about Apple IPad how to competition in (375)words. In analyzing IPad’s competition, one needs to underscore that it combines numerous features, which address several market niches. In effect, it would compete with several platforms that are in existence and would be introduced in the market. The Tablet War The IPad is, first and foremost, a tablet computer and, hence, would clash head on with the tablet PCs that would surely be introduced this year. As per techie Dan Hope’s (2010) explanation, tablet computer is a cross between smartphone and a laptop: “Imagine taking the screen off your laptop, making it touch sensitive and having all the hardware stuffed behind the screen.” There is an expectation that tablet computers would become the trend this year, starting with the January launch of the IPad. And the product is just one of the many. During the 2010 International Consumer Electronics Sow (CES) several exhibitors introduced tablet computers in various forms. Some of these are the Lenovo IdeaPad U1 Hybrid, the Archos 9 PC Tablet, Fusion Garage JooJoo, MSI Tablet, Dell Streak, Acer Tablet, ASUS EeePad, among others. Versus the Netbook During Steve Jobs keynote address introducing the IPad, he emphasized that the product would be more powerful than the netbook. This signaled how IPad is directed towards the netbook market and underscored by one of the product’s main functions, which is mobile internet connectivity. In fact, this last aspect is one of the identified selling points of the IPad. Although the gadget does not use the standard Mac OS, as how the netbooks run on standard Windows operating systems, the similarity in functionality is there. In the context of the target market – a segment that wants mobile Internet connectivity and mobile entertainment - the IPad and the Netbook are certainly up against each other. The Book Variable Finally, the IPad is also aimed at directly competing with Amazon and its e-book gadget called Kindle. It make sense that the IPad targets this segment as well, with Apple specifically creating an application that outshines that of the Kindle and developing an online book store that promises to replicate the success of the Itunes Store. Here, there are two important elements: First and the most obvious, is that IPad is directly aiming to compete with the Kindle. Secondly, Apple seems to be bent on rivaling the Amazon online bookstore with its own iBook Store. 3. Do general search about Apple IPad what are the features (375)words. During Steve Jobs unveiling of the IPad in his keynote address back in January 27, 2010, he presented the gadget wedged between the IPhone and the Macbook. This imagery said much about what is packed inside the pad product. The Apple website, the only resource for the products features and specifications since it is not yet available, provide some important information. For starters, it proclaimed: IPad: Our most advanced technology in a magical and revolutionary device at an unbelievable price. Hi-Tech What one would immediately notice with the IPad is the brilliant 9.7-inch LED-backlit display. Apple is particularly excited about the so-called in-plane switching (IPS) technology in the display which allows a wide, 178 degrees. Further on, there is the multi-touch technology it inherited from its predecessors, the Ipod Touch and the IPhone. This technology was reengineered to accommodate the larger IPad surface, making it equally precise and responsive. Then, there is the IPad’s dimension. Measuring 9.7 inches diagonally, 0.5 inch thin and weighing just 1.5 pounds, it is just amazing how it was able to pack so much technology with its size. This fact is underscored by the maximum battery of up to 10 hours of continued use. IPad runs with the A4 chip processor, specifically designed for the product’s touch-based performance requirements. All IPads would include wifi and Bluetooth connectivity and the ones to available in April would have 3G capability. The product is available in 16 GB, 32 GB and 64 GB choices of flash storage. For such high-technology product, IPad is sold for a very reasonable price, $499. Magical IPad, of course, offers the Apple trademark of excellent OS development with its cutting edge user-friendliness. The interaction between the user and the touch interface, according to Apple, is unlike anything one ever sees from any other touch-based device. This is demonstrated by the fact that IPad, as Apple claims, would offer the best way to experience the web, mail, photos and videos. This is supposedly achieved with the easy and beautiful user interface and the hand-gesture commands. Then, there are also the tons of available productivity and entertainment applications, which have contributed so much in the success of IPad’s predecessors. Performance-wise, IPad is said to be very responsive and extremely power efficient. 4. Do general search about Apple IPad what are the objectives (375)words. Apple’s objectives for the IPad become clear if one examines its target market or its numerous functions. In a nutshell, the IPad can be considered as a jack-of-all-trades gadget. It is not exclusively a tablet PC, not exclusively an e-book reader and certainly not entirely a web or video gadget. It packs these functionalities in one. With this in mind, the most logical objectives could be to expand the market of the IPhone and the Ipod Touch and aim to compete with the netbooks and lead the tablet computing sector. There is a debate going on whether the IPad is targeted towards Apple’s existing consumers or that it is aimed at new ones. Both sides of this debate have valid arguments. The enlarged display and enhanced technologies but almost the same interface as that of the Ipod Touch and the IPhone demonstrate how IPad would take advantage of the popularity of Apple products among loyal customers while at the same time inviting in more customers through the enhanced capability for mobile Internet connectivity and entertainment. Ron Miller (2010) offered an interesting round-up of IPad’s specific market: Grandma who rarely uses computer, gear heads who loves gadgets, Kindle owners who want more than a one-trick device, IPhone/Ipod Touch owners who are comfortable with a touch screen, but want something bigger, and, Mac owners who want a middle ground device for the coffee table that’s bigger than an IPhone but smaller than a laptop. Again, the IPad is a hybrid of different platforms and, hence, would appeal to various market segments with varying needs and requirements. Finally, there is one very important clue in identifying what the IPad’s objectives are – the price. For such a high-technology product, Apple did not blink in offering the IPad for $499. A closer inspection, would tell people why. It appears that Apple intends to cash-in on the unexpected success of the Itunes Store. By introducing the IPad, and by making it popular, Apple might be expecting millions of dollars more in revenues from the applications sold in Itunes. We are no longer talking about a gadget here exclusively. Apple is building a new platform to encourage people to buy its contents. Through the IPad, the saturation of the IPhone applications market is averted. More apps would be developed and owners would want to download more for their new gadget. This is the same principle behind the new Ibook store. References Apple 2010, IPad. Apple, Inc. Available from: http://www.apple.com/iPad/ [19 Feb. 2010]. Hooper, D 2009, Never Leave Money on the Table - How to Grow Any Business and Get Really Rich with 10 Simple Marketing Strategies. KRE LLC. Hope, D 2010, The Year of the Tablet: The IPad's Competition. Tech News Daily. Available from: [19 Feb. 2010]. Miller, R 2010, Who Exactly is the IPad's Target Market? DANIWEB. Available from: [19 Feb. 2010] Read More