Market Opportunities Unlimited (MOU) Blog

"New iPad" Not Called iPad 3 - What is Apple up to?

Many have referred to the March 7 unveiling of the upgraded iPad 2 (aka new iPad), as  being anticlimactic, because Apple unveiled an upgraded iPad 2, vs a new iPad altogether - the iPad 3.

 

But although the media seemed disappointed that a new iPad 3 wasn't in the offing, Apple customers were nevertheless elated, with many ditching their iPad 2 for the newer version that's currently available at Apple's online store. 

 

As mentioned in our post, "The World Awaits the March 7 iPad 3 Unveiling", many Apple customers love the waiting-in-line experience that comes with a retail luanch and so will wait to get their new iPad at Apple retail stores, this Friday, March 16.

 

What is evident from this upgrade, however, is that Apple did their market research - for the features that were upgraded, are the features that mattered most to their customers.

E.g. the new iPad's:

1) 2058 x 1536 resolution screen and retina display is great for users who want to share pictures and videos with friends and family.

 

2) Ability to work with 4G networks  (which are very prevalent the USA), would allow faster Internet access for mobile customers

 

3) A5X Dual-Core CPU with Quad-Core graphics processing, would facilitate  super-fast speeds for apps access and game-playing.

 

So the only disappointed people seemed to have been members of the press. :)

 

The media do have influence, and what they say, does matter, but Apple customers are of an entirely different mold.

 

Most are Apple fanatics, with Apple blood running though their veins...meaning, their loyalty is unshakable.

 

However, with an economic downturn in the USA, even the most loyal will migrate to a competitor offering similar or better features at a lower price.

 

But for now, it will take more than a couple disappointing reviews to dissuade the majority from trying the new iPad.

 

So What was Apple up to, in not Calling the Upgrade, the iPad 3?

 

I feel that the purpose of the announcement was threefold:

1) To gauge customer feedback re desired features for the new iPad3.

While the media, bloggers and article writers were speculating re the proposed iPad3 features that would woo Apple customers, Apple was busy utilizing automated data gathering and analysis software, in addition to their own research, to assess features that the media suggested to include in the iPad 3.

 

Thus making the "unveiling" publicity stunt, an effective market research tool to gauge consumer demand for the new iPad 3.

 

2) To get some free publicity for the unveiling...

...After all, at $499, the new iPad is reportedly being offered at a loss, so Apple had to cut its marketing and advertising expenses for the new iPad, just to break even and eventually make a reasonable profit on it.

 

One of the best ways to do this was to use two (2) very effective, but low-cost communication methods - public relations and social media, to get the word out, rather than spend tens of millions in advertising dollars...trying to go the advertising route, alone.

 

Since Apple knows how to up the "PR ante", its marketing people cleverly designed the invite to the media and bloggers to spark intrigue for the event...

 

...an event that  they knew if they spun right, would be foremost in every news and technology news segment.

 

Thus ensuring that Apple customers and potential customers would be lapping up every thing that the media said.

 

3)  To stave off Google competition:

With rumors afloat re  a pending Google 7-inch Tablet release in April, the real iPad 3 unveiling just had to wait.

 

It is very possible that Apple is waiting  to see the features that the 7-inch Google tablet will have and then improve on this offering with the iPad 3.

 

This makes a lot of sense, as, rather than spend extra R&D money, why not just have your competitor spend those millions developing a new technology and then ascertain how quickly their customers warm up to it?

 

Then, when you've made a proper assessment, just hit the market with a new iPad 3 containing improved features or features that the 7-inch Google tablet doesn't have. :)

 ===============

 

So in the end,  Apple threw out the bait, the media took it - hook, line and sinker and now feel very foolish re having spent unnecessary resources hyping up a product that wasn't to be offered. :)

 

But this is life and every media house has an insatiable desire to the the first to know, so, even if Apple called a press conference tomorrow...everyone who could be there, would be...

 

 ...and so the rat race for the next new "it" tablet, continues. :)

 

Gillian

Sources Include

1) Article,"Cost of New iPad’s Parts May Lead to Drop in Profit Margin", EasternMorningHerald.com, March 13,2012

 

2) Apple Store, accessed March 13,2012

 

3) Article, "Enterprise Mobility: Apple's New iPad Launch: A Behind the Scenes Look", by Chris Preimesberger, eWeek.com, March 9,2012

 

4) Article,"Review: New iPad neither dud nor ‘revolution’", by Scott Wise, wvtr.com, March 8,2012

 

5) Article,"Apple's New iPad: 2 Missing Features" by Damon Brown, PCWorld.com, March 8,2012

 

6) Article,"No, it isn't the iPad 3, or the iPad HD, it's just the New iPad.", by Matt Scott, ComputerWeekly.com, March 7,2012

 

7) Article,"The World Awaits the March 7 iPad 3 Unveiling" by Gillian Campbell, MOUBlog.com, March 1,2012

 

8) Article,"Cost of New iPad’s Parts May Lead to Drop in Profit Margin", EasternMorningHerald.com, March 13,2012

 

9) Article,"Google Tablet to Compete Against IPad 3", by Lorien Crow, Mobiledia.com, February 24,2012

Upcoming on MOUBlog: The New iPad - What is Apple Up To?

The new iPad was revealed on March 7, but her unveiling was far less than what was expected...for she was an upgrade and not a new version.

 

Upcoming on MOUBlog we'll examine answers to the following questions:

 

1) Why did Apple release an upgrade, rather than a new version of the iPad?

 

2) How exactly are Apple customers taking this news?

 

More anon! :) 

 

Gillian

The World Awaits the March 7 iPad 3 Unveiling

The world is hushed...waiting in anticipation for speculated March 7 iPad 3 unveiling/launch.

 

Innovators and early adopters (Apple fans, journalists, bloggers,C-level execs and techies with influence within their respective fields), are anxiously watching their clocks  countdown the days and hours, for the March 7 iPad3 unveiling .

 

While some  are keen-eyed, using every Twitter app to monitor every Tweet  about the anticipated event...

 

...Others - the majority of whom are Apple fans across the USA, are eagerly planning,  energized at the prospect of seeing each other again.

 

For you can be sure things will crescendo when the iPad3 availability date is announced.

 

They can't help themselves - they're part of the Motley crew who must, at any cost, video-record the event for broadcast over Youtube, Ustream, and Vimeo, for the world to see them holding her - their own iPad3, for the very first time.

 

"Ahhh",  they wonder..."Will it be love at first bite...sorry sight?"

 

Energized, they plan meetups, dates, just to announce to friends, family and lovers that they are holding her - the iPad 3, before anyone else in their company, school or community.

 

And the media houses are going wild, speculating about the improvements, she - the iPad3, will bring:

 

Will she finally have Siri - the voice activation/recognition software (currently in beta), that allows you to use  your voice instead of your fingers, to operate iPad3?

 

Will she come with a new  12 megapixel camera or 256 GB storage (4 x the present iPad2)...

 

...maybe a larger battery; the ability to operate on 4G networks, in addition to WiFi?

 

While Apple fanatics plan, some media houses and bloggers are grinning - with the more prestigious and recognized of the crew, sticking their tongues out at the peons - the lessers who weren't invited to the event.

 

In the meantime, Apple CEO -Tim Cook, is stone-faced..reminding himself that everything must go according to plan, for the March 7 unveiling.

 

Ironing out every detail of his presentation, he sighs..and then thinks to himself, "I wish Steve could have been here, he'd have gotten a kick out of this!"

 

"Anyway", he says, as he shakes his head, trying to get out of his reminisce and back to the present...

 

..."I wonder if the world understands the possibilities that  iPad 3 brings?...do they really understand what we're unto here?

We really needed this one, as Google's been kicking us in the foot since 2nd quarter 2011". (Android sales have been 2.5 times that of iOS sales, since June 2011). 

 

Then he reminds himself of the promise he made to Steve, that what happened in the past with Microsoft, must never again happen with Apple:

 

Apple will never again be sidelined by a competitor like Microsoft whose money and  marketing genius nearly sank Apple into oblivion.

 

"We'll continue to dominate and rule as long as our customers drool over every innovation, anticipate every feature/benefit and gasp at our super-responsive customer service".

 

Then he relaxes, for he knows that after the press conference, the work continues to make iPad3 better; the iPhone 4s and  iPod Nano spectacular and to fine-tune details of the new innovation that will disrupt them all...

 

...the i? :)

 

Gillian 

 

Sources Include

1) Article, "Product Diffusion Curve", QuickMBA.com, accessed March 1,2012

2) Apple iPad specs, via Apple.com,accessed March 1,2012

3) Siri FAQs, via Apple.com, accessed March 1,2012

4) Article, "Apple likely to unveil iPad 3 on March 7", by Julianne Pepitone, CNN Money|Tech, February 28,2012