I never thought I'd see this again.
When I give my keynote speeches on the power of Apple marketing, I often stop to describe how Apple lost its way shortly after the Newton launch. You see, what makes Apple marketing so powerful is they hone in on the one thing they do better than anyone else in whatever category they go after. The formula is simple, and Apple is the master:
- Music: Put 1000 songs in your pocket.
- Computers: Make computers easy to use.
- Phones: Put the web in your pocket.
But with Newton, they did not have an established category to fix. So their marketing was rambling. Witness this video:
"Newton is for all you mobile professionals who like cool stuff." Huh?
Now with iPad, they are again without an established category to fix. And they seem just as lost as with Newton.
I got wind of this with the first "magical and revolutionary" device mention. Doesn't say much. And it also describes the wheel, or a cigarette lighter or a toilet.
Now witness their new iPad commercial:
Steve,call me. I've been using an iPad non-stop for a month and you are missing the boat on the power of the device. The iPad doesn't replace a computer, or a book, or a phone. The iPad replaces the television. And I know you know it. Time to say so.