Maybe I just don’t get it……
Apple now wants us all to have 3 devices: a smartphone, a computer and now an iPad.
Do we really need 3 screens, two soft keyboards and one real one, 3 microprocessors and so forth to have the three devices that Apple thinks we need? This is much the same question we all asked ourselves when we looked around our offices to see a printer, fax, scanner and copier sitting side by side. We had three print engines, three scanners, two different interfaces and one device completely disconnected. In that market we came up with multi-function peripherals (MFPs), otherwise known as all-in-ones. They combined the functions of printer, fax, scanner and copier into one device, eliminating the redundant parts and thereby saving money, floor space, wiring, power and headaches.
People don’t need more devices and complexity to get their work (or play) done; they need simplicity that tranforms their world into one where everything is easy.
- MFPs did it for documents. They gave even home offices capabilities that were previously out of reach financially and in complexity.
- The iPod/iTunes did it for music. iTunes finally made it easier to buy music than to steal it, simplifying users’ lives and making digital music players mainstream almost overnight.
- The iPhone/App Store did it for smartphones. Apps are far easier to find and download, the ecosystem game-changing equivalent of iTunes. And the UI, of course, is to die for.
I’m afraid I don’t understand the real value proposition of the iPad, although it is providing plenty of entertainment value as we find creative ways to mock the name.
- E-book reader, the flagship app - Pages look beautiful to be sure, but the iPad is pretty large to hold a “book” in one hand, as I often do with the cellulose versions. Although a pound and a half may compare favorably with a MacBook Pro it just isn’t that light when compared with a paperback. Do I want it falling on my face as I fall asleep reading in bed? And we could read books on the iPhone just fine thank you if the App Store or iBooks provided the appropriate user interface to the content.
- “The best way to experience the web, email, photos and video, hands down” (direct from the Apple site) - Really? The MacBook Pro does a great job of all four, and it comes with a handy stand to hold it up for me, otherwise known as the keyboard - a real one. Granted, it’s not great in portrait orientation……
- “It’s hard to believe we could fit so many ideas into something so thin” (off the site again) - Cool, since it’s smaller to carry than a laptop. Of course, you do have to provide extra protection for the glass screen when on the move. A laptop screen is already protected by the keyboard when closed. The touch screen interface is admittedly wildly cool, but it is equally cool on the iPhone and has a reasonable surrogate on the recent MacBooks.
- Finally, “140,000 apps at your fingertips. From day one.” - Of course, those are all the apps that are available on the iPhone.
Don’t get me wrong. I’m a real fan of Apple (see my previous post on Selling the Value), and I believe they get the value proposition right more often than just about any other tech company. Not only that, but they turn that value proposition into compelling communications that truly grab you. Except here.
If the iPad were powerful enough to replace the MacBook Pro (easily remove the keyboard, which also serves as a screen protector) or small enough to replace the iPhone (on your hip or in your pocket - ah, the visuals…), it would be wildly compelling. But it’s neither.
Value propositions are only valid when compared with competing alternatives. In this case, many of us already have the competing alternatives - a smartphone and a laptop. Our alternative is to sit tight and do nothing, a very tough competitor for the iPad. And those of you who already spent your money on Kindles and their clones won’t be impressed with the price, weight or battery life I suspect.
So here’s what I see as the value proposition for the iPad:
For those who are looking for the next great gadget.
- Add a third device to your briefcase/suitcase, and add padding to protect the glass screen. More weight, less space for other things you like to carry. Not much of a benefit for travel.
- Get a slightly better media experience than you already get on your MacBook. Tolerate the need to have to prop it up for free-standing viewing.
- Access an online bookstore that’s as easy to use as iTunes. Hey, why can’t we do that through the iPhone or MacBook?
- Run the same apps you run on the iPhone but with a larger screen. Why can’t we run those apps on the MacBook?
- Run some terrific new iPad-specific apps. Which ones? What can they do that you can’t do with your current devices? I’m waiting for the killer app that makes this post all a bunch of nonsense. The Apple people claim they don’t know what it is yet.
- Finally, spend more money with Apple. I’m happy to do so when the value proposition is compelling.
The compelling device to me would be a MacBook that can morph into the iPad by removing or folding the keyboard, providing me with all of the MacBook functionality that I can’t get with the iPad and of course the bit of iPad functionality that I can’t get with the MacBook.
Meanwhile, I’ll probably just throw another paperback into my briefcase before leaving on the next trip. What do you think?
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One thing for sure, this iPad (can NOT believe the name) announcement has generated more “what’s the value prop?” discussion than anything we’ve seen in a long, long time. I suspect there’s a difference between the initial value proposition and the ultimate one, and for now all Apple needs is for the loyal geeks to give it a try while they get other ducks in order. I hope the lack of multi-tasking won’t make it a non-starter for the geek world, as I envision a future iThing in my kitchen/family room, for everything from newspapers to epicurious recipes. Hope it has the font size adjuster like the Kindle.
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