IBJNews

SURF THIS: Steve Jobs' new pad keeps i on the prize

Back to TopCommentsE-mailPrintBookmark and Share
Jim Cota

Before taking the stage at Yerba Buena Center for the Arts in San Francisco on Jan. 27, Apple CEO Steve Jobs reportedly said that what he would announce was perhaps the “most important thing I’ve ever done.” As Michael Arrington of TechCrunch points out, “Coming from the man who has created so much, that’s saying something.”

The hype and speculation leading up to the launch of the iPad were unlike anything in recent memory, except perhaps legendary inventor Dean Kamen’s promise that the Segway “would change the way cities are designed.”

We all know how that turned out.

So exactly what is the iPad, how is it different from consumer electronics devices that are already out there, and—perhaps most important—what does it mean for business?

The iPad is a computer, sure, but I think the best summation of the difference between it and the one in your laptop bag is that, like its flagship iPod and iPhone, it’s meant to enable people to consume, not create. It’s always-on Internet access and video streaming comes wrapped safely in the arms of a delivery mechanism (the iTunes Store).

And it could be just what the publishing business needs.

The Holy Grail for publishers will be to find a way to monetize their content without alienating their readers. To do this, they need to actively demonstrate the superiority of their content and provide it in a way that truly makes the reader see the difference. The publishers have to be responsible for the first part; the new Apple iPad is aiming to take care of the second.

By way of example, consider the last time you read a printed magazine and noted a reference that directed you to the Web for additional resources. With the tablet, that notation is instantly delivered, adding texture and depth to the topic.

Then there’s advertising. Because of the always-on nature of the Internet connection and its ability to be location-aware, small businesses might have the opportunity to buy local ad space in national publications. For example, an independent shoe store in Fishers might find it affordable and effective to run an ad in Sports Illustrated, because the ad only shows up for readers who are near his store. 

For businesses of all types, a new content delivery mechanism might portend some interesting, yet-to-be-discovered advantages.

Remember that the Apple design acumen is often credited with breathing life into commonly overlooked devices. When the iPod was announced, people wondered why they would need to carry their music with them wherever they went. Now it’s hard to imagine leaving home without it.

The iPhone simply nailed the design of a good smartphone; partly by throwing out what was expected and starting with a clean slate.

The iPad, in many ways, follows a similar path: This isn’t the first tablet PC. There have been several other failed attempts to make this work. But by starting with what they do well—industrial design—Apple has been able to create something you don’t yet have but that you might soon wonder how you lived without.

Of course, I’ll have more to say once I actually try it.

For more information about the iPad, see http://www.apple.com/ipad/•

__________

Cota is creative director of Rare Bird Inc., a full-service advertising agency specializing in the use of new technologies. His column appears monthly. He can be reached at jim@rarebirdinc.com.

ADVERTISEMENT

Post a comment to this story

COMMENTS POLICY
We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
 
You are legally responsible for what you post and your anonymity is not guaranteed.
 
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
 
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
 
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.
 

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by
ADVERTISEMENT

facebook - twitter on Facebook & Twitter

Follow on TwitterFollow IBJ on Facebook:
Follow on TwitterFollow IBJ's Tweets on these topics:
 
Subscribe to IBJ
  1. Yes sir keep cashing those 300K a year checks direct to IMS, while millions disappear from the teams like Rahal's. Guess there wasn't enough ka- ching going around to keep Sarah Fisher in business without their "merger". LOL._____.Meanwhile back in Realville the series with the "best racing in the world" drew what appeared to be about 5000 live spectators ( and probably 1500 of those Target "freebies", and was beaten in the ratings by a series that reportedly consists of "parades" and aired while most people are still sleeping. That will generate those big ka-chings for sure. :-). But, hey, as long as the Speedway gets the cash who gives a damn about the teams?

  2. Welcome to PETERSON LOAN AGENCY Company (A Personalized Service for All Your Financial Needs) We, Liberal Investment Company Providers offers loan at a very low interest rate of 2%, we offer Personal loans, Debt Consolidation Loan, Venture Capital, Business Loan, Educational Loan, Home Loan, and Loan for any reason and urgent needs!. with a maximum duration of 30 years. Have you been turned down by your bank? Do you have bad credit? Do you have unpaid bills? Are you in debt? Do you need to set up a business? Worry no more as we are here to offer you a low interest loan. Our loan ranges from $5,000-USD (Five Thousand US dollars) to $50, 000,000.00.(Fifty Million US dollars). We also lend in USA DOLLARS EURO and POUNDS ! Fill in this form and forward it to our email: PETERSONLOANAGENCY@GMAIL.COM 1. Your Full names:_______ 2. Contact address:_______ 3. Country Of Residence:______ 4. Loan Amount Required:________ 5. Duration:_____ 6. Gender:_____ 7. Occupation:________ 8. Monthly Income:_______ 9. Date Of Birth:________ 10.Telephone Number:________ 11. Purpose of loan:_________ Yours In Service, MR PERRY, PETERSONLOANAGENCY@GMAIL.COM

  3. If I could actually get the prices...I would do this on my own. We need laws that force provides to publish the costs they will charge. Everyone else gives you the price in advance...except hospitals.

  4. I was under the impression that fencing is not allowed on a front yard and that on a corner, both sides are considered "front" yards, therefore can't be fenced without a variance. Also impedes the visibility for drivers at the intersection. Am I understanding this correctly? Might be why a fence was not included in the plans and a request for a variance will have to be made?.

  5. I was a big fan of Cowards and Carrots, which I got a chance to see at the show. It's currently on Kickstarter, but the designer also put out What's He Building in There last year, which got a fair amount of buzz.

ADVERTISEMENT