Apple’s New iPad 2 Ad: Delivering Technology That Gets Out Of Way
Apple has understood one important rule of marketing: don’t talk features, talk benefits. They take it one step further in their latest ad. Apple’s new iPad2 delivers technology that gets out of the way.
Delivering technology that gets out of the way is paramount in Apple’s approach to product design and marketing: it has to be easy to use. It can have all the features in the world, but if they are not easy to use, they are not worth having.
There appear to be two types of customers when it comes to buying a tablet or so-called "slate": the technophobes and the nerds. The technophobes, who crave plug and play, are risk-adverse and worry they might delete the entire Internet at the push of a button. The nerds would prefer a slate they can assemble themselves only to take it apart and put it back together again, blindfolded.
Mention the words "Technology will get out of the way" and the technophobes will get out their wallet. I am one of them, and sympathise.
Mention the words "open source, code configuration, Android, multi-tasking and seamless synchronisation" and the nerds tune into the promise of greater freedom to tailor the product to their own requirements.
Ever see anyone with an old basic phone, such as the 8260 from 1999? From times when smartphones were never even heard of? These still existing hardcore users of phones-that-just-make-calls-and-do-nothing-else often say they don’t want more from their phone, but deep down inside they do.
They’re just afraid to make a choice. What if I choose the wrong product? What if I spend lots of money and still only use the phone to make calls? What if I push the wrong button and the screen turns green?Continued on the next page