ipad case study

8/7/2019 iPad Case Study

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the iPadan impact of new media case study


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It was hyped and ripped before it even had aname, and after it was announced, it wasboth praised and panned. Apples iPad hasbeen the subject of debates about the futureof technology and media, and massivespeculation about whether people will really

want to buy and use it.


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Its a product in a category

tablet computersthathas been a flop despitenearly a decade of hype.


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Anyone who believes this

thing is a game changer is atool. Paul Thurrott, winsupersite.com


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first, some numbers


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whenyousearchG

oogle

foriPad,itretur

ns

45,100,000results


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initialorde

rsmeaniPad

sold outonit

sfirstday

i h i d ld


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in 2001 the iPod sold 129,000units in its first 3 months on sale

www.technewsdaily.com, 30/03/2010...2,451 in its first 24 hours


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Apple sold 15,484 units

of the popular iPodTouch in the first 24hours


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XBox 360 sold 36,222

in its first 24 hours


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Nintendo Wii: 74,186 in 24 hours


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MotorolasDroidsold100,000onitsfir

stweekend


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because of onlinepre-orders, Appleshifted240,000iPads in one day


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evenbeforeitwa

s

announced,theiP

ad

generatedpassionat

edebate


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tag cloud based on Twitter

conversations during announcement


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afterthe

announcement,reactionfellinto

twocamps

itsjustabigiPodTouch

itsanentirelynewtypeofdevice


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JohnGruber,ofdaringfireball.net,

dividedthetechnologyindustry

betweenthosewhogetitandthosewhodont

l f hi


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a lot of techiesfocused on

features missingfrom iPad


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CoryDoctoro

w

dislikesclosed

systemsw

ith

DigitalR

ights

Management


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althoughtheentertainment

industryissuspiciousofA

pple,

theycanseetheiPads

potential

h


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the newspaperindustry is desperate

forsomething togenerate someincome


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consumers are excited by theway it works

D t b li iP d


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Doctorow believes iPadwill stifle creativity:

If you cant open it, you

dont own it.

Source: BoingBoing (: why-i-wont-buy-an-ipad-and-think-you-shouldnt-either)


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techi


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techiestendtofocusonhardwarefeaturesconsumersonwhatyou

candowithit


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the first iMacwas criticised

for not havinga floppy drive,

or serial ports,orSCSI, or expansion slots...


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$0 billion

$80 billion

$160 billion

$240 billion

$320 billion$315.05 billion

$261.71 billion

$212.19 billion $207.99 billion $202.54 billion

Exxon Mobil

MicrosoftWalmart

AppleBerkshire Hathaway

Apple is now the 4th largest US company

Source: Wall Street Journal, 24/03/2010


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iPaddesignstartedwith

ablanksheetofpaper

nopreconceptions

you int


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youinteractwithitinatotallydifferentwaynotacomputer,notaphoneTheresjustsomet

hingdifferentaboutholdingthatWebpageinyourhands,ratherthanseeingitonadesktoporlaptopPC,

oronatinyiPhonescreen.Tappingonlinksdoesntfeelthe

sameasclickingonthemwithamouse.Itsagoodfeeling.


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itdoesmulti-task:youcan

alwaysplaymusicinthe

background,forexample


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reviewersreport1012hoursbatterylifeforplayingvideo

d t ene pub


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iPadsupportsopene-pub

format(DRM-free)theresalsoa

Kindleapp.

A l


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Applessupport for

eBooks led to amajor disputebetween

Amazon andpublishers overpricing


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controversy hasalso raged over

Apples refusal toinclude Flashsupport in the iPad

and iPhone OS


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contentproviderslikeYouTubeandVimeoalreadyofferFlash-freeversions


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Flash is not requiredfor the games fromthe App Store


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If youre acomic book

fan, buying aniPad is buyinginto the futureof the

medium.


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will it change behaviour?

will it save the publishing industry?

will it match the iPhones success?

will it kill the Kindle?

will Apple have too much power?

will your Gran get one?

i thi th f t f


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is this the future ofmagazines?


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ipad case study

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