Following the announcement of Apple’s latest product – the iPad mini, Seymourpowell‘s head of user research Sam Crompton reflects on the continued relevance and power of the brand, while also exploring the functionality and purpose of the product…
What is it about Apple launches that gets everyone so excited? One hears about the impending release more than any other event. Daredevil Felix Baumgartner might well have jumped from space, but a new Apple launch seems to somehow get the entire internet talking in anticipation. I can watch more live streams of the keynote speech than I can shake my cursor at.
And so Apple gave birth to the iPad mini.
Now what makes this release more interesting than any of the previous launches (I.e. iPhone 5) is just how will Apple position their new device?
With a 7.9 inch diagonal screen, weighing less than half that of the iPad (10.9 ounces), and being only 0.28 of an inch thick, it is undoubtedly the smaller, younger brother of the iPad.
The big concerns are that this reduction has lost the ‘real estate’ owned by its bigger brother – that of retina displays and the ability to create as well as consume.
On the iPad people make music, create art, or alter their keynote presentations on the way to a business meeting. On this iPad mini surely they can merely consume?
But this is exactly where I think they are positioning this device. It is the anti-Kindle Fire, or the anti-Google Nexus.
Apple has finally looked outside of their San Franciscan Empire and noticed the looming presence of the 7-inch tablets and released a device as a reaction rather than a trail-blazer.
Their power, however, will no doubt rely on their clever marketing strategies, but also on the ecosystem of products that people own already.
Looking at their first campaign, the iPad mini is in effect an ‘addition-to’ the iPad. They compliment each other.
So as always with a new Apple release, we comment and then we read everyone else’s comments, and then we just wait and see where it ends up – no doubt in countless homes, handbags and pockets all around the world.
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