Apple's tablet hype nearly over
I know this will come as a relief to one and all that the hype surrounding Apple's expected tablet computer is nearly over.
At 10:00 this morning (Pacific Time) Apple founder and boss Steve Jobs will put us all out of our misery and take the wraps off the "major new product" he himself was talking up at the beginning of the week when the company announced its results for the last quarter of 2009.
Everyone has been talking about this fabled tablet for weeks. Friends and acquaintances who work as doctors, lawyers, marketers, financiers, gym trainers, hairdressers, housewives and house-husbands, baristas, teachers and so on have all at one point or another asked me what I know about this new upcoming device.
The short answer of course is truly nothing because despite everyone's efforts, Apple have kept a very tight lid on this announcement. At least from the Cupertino HQ anyway.
Even the lure of 100,000 pieces of filthy lucre by one website failed to dig up the necessary photographs to prove the existence of the slate-like device sometimes dubbed the "Jesus Tablet".
But despite the lack of cold hard facts on what some regard as an iPhone on steroids, there have been plenty of hints and slip-ups including the latest one from publishing firm McGraw-Hill which comes at the end of this CNBC interview with the company's CEO.
When asked about rumours that their textbooks will be on the Apple tablet, Terry McGraw responds:
"Yeah, very exciting... we have worked with Apple for quite a while. And the tablet is going to be based on the iPhone operating system and so it will be transferable... the tablet is going to be just really terrific."
Author Seth Godin has also mischievously added to the whole shebang by "being the first author to announce a new project for Apple's tablet".
The buzz around it has been insane. Here in this bubble called Silicon Valley, it is the topic du jour. Just check out the front page from technology aggregator TechMeme as proof of how much interest there is in this story.
In the past 24 hours, Twitter has been alight with geeks, journos and analysts tweeting about their plans for 10:00 this morning. Such is the buzz and sense of anticipation, it feels like going to the Oscars, but without the posh frock.
But the interest has also spread outside this little enclave. This I know for a fact given that I have done interviews on the subject with radio stations all over the UK and also a couple in Australia and New Zealand.
A study by O'Leary Analytics says that the iTab/iPad/iTablet or i-something has been mentioned in over 25,000 articles online and that is just this year.
And talking of names, one rumour is that Mr Jobs hasn't finally decided what to call it and that he will make up his mind this morning. Seems a little far-fetched.
Really the last time Apple got everyone so hot under the collar was in the lead up to the launch of the first iPhone back in 2007.
They have done it again.
But amid all this feverish speculation, it is worth noting that at the moment this is a niche market. Apple analysts like Gene Munster of Piper Jaffray believe the company will be able to sell around two million tablets in 2010, but that pales into insignificance when you look at the fact an estimated 325 million computers will be shipped this year.
What will make or break this device is the hardy perennial - content.
Will Apple disappoint or wow? It's the $64,000 question and one everyone will have an opinion on, adding to the next phase of the tablet hype cycle.
© 2012~RS~q~RS~~RS~z~RS~34~RS~)
Comments
It'll be interesting to see what they come out with. What will be even more interesting will be the media's reaction.
If it's a device that truly delivers a useful new experience then they should be congratulated although questions have to be asked about where the device fits in - it's too big for the pocket and if you're carrying a bag you'ld be better with a light notebook.
If it's their entry into the tablet/e-reader market then this needs pointed out. Sure, Apple make great devices, but it's nothing new.
If it's effectively a giant iPod Touch then it's going to fail badly and, again, this needs pointed out. I'm not sure that the tech community has the courage to put the boot in though. It also raises the point that - if this is the case - it'll be the third event in a row where Apple have failed to deliver a compelling product. I wonder if that'll be pointed out?
Like I say, it'll be interesting.
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As an iphone owner/lover, I'll be quite happy if this is a giant iPod touch. it will be nothing new, but this morning I was watching Transformers 2 on the tube and wishing it was that bit bigger.
Something netbook size, but with Iphone OS and "niceness" for £400-500 which i can use for photos, films, music and TV, slip into my bag, and switch on and be using within 5 seconds?
yes please!
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If it's their entry into the tablet/e-reader market then this needs pointed out. Sure, Apple make great devices, but it's nothing new
As plenty will mention, neither was MP3. Apple is often not the most innovative of firms. Apples value lies in attempting to iron out the imperfection of opposing devices, package it in a nice design (shell) and target the mainstream consumer.
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Maggie, while I'm sure that this will make the whole tablet arena alot more popular and easy to use, mainly because alot of little kids wanting to be cool will get it. I really think you need to change your post as this apple love about almost all of your blogs is getting slightly tiresome now.
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Clearly not
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I find remarkable that so much splurge can be written about nothing, its not news until its released, all this, we think its this, we think its that creates news for the sake of filling pages with no news (Oh and sorry getting a pay cheque). Why not report on it when it comes out instead of filling white space with rubbish before you know anything. And who the heck that is heavily involved with technology uses Twitter, another mindless bit of time wasting.
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From the main story on the BBC tech pages:-
"One thing we do know for sure is we are going to see some sort of new device or category of device."
No, really?!
How did such a pointless and obvious statement become quoted on the BBC?!
"One thing we do know for sure is Apple are going to release something", do I get a place on the main story now?
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I think I'll have peanut butter on toast for breakfast tomorrow.
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Yawn, I'll read tomorrows blog when, hopefully, there will be some ACTUAL information.
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One this is for sure. The BBC are going to 'big-up' the new product whatever it is because it is Apple. Despite the fact they do not know what it is yet. This blog posting is proof of that.
Let's remember that if it is a tablet they have already rubbished the competition event in a previous posting, regardless of what the consumer thinks.
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To #10 ... Yep, DOT DOT RORY (if you look that's what it actually is) is already wetting iteself over it.
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/oops
dot dot rory's wetting himself over ANOTHER tablet device, silly me ... anyway, is there really nothing else technology-wise happening today?
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As Apple's tablet launches is it mere coincidence that the biggest show of optical technology that makes its manufacture possible and powers the fibre optics of the internet is taking place right next door.
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Please stop. You know it's gone too far when as well as articles about these products, there are articles about the hype that these products create.
Yes we know Apple will announce something today. Yes we know Apple are the masters of this kind of hype marketing. Most of us (I like to think) can wait until an official announcement from the company before going absolutely mental about it.
The conference starts at 6pm by all accounts, could you really not wait 6 hours to post a story with some substance?
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How about an insider exclusive Maggie?
Will BBC Worldwide be publishing magazines in the new format? I'd prefer to download the latest Good Food mag than buy it.
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Here's a spoiler:
http://www.theonion.com/content/video/apple_introduces_revolutionary
Good old Apple ... *ahem*
X
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I despair at those who would buy a house brick if had rounded edges, you could get different colour faces for it and it bore the apple logo.
The i-poo. now theres a thought.
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Lets not forget, the iPhone was beautiful and intuitive when it was first released. however, Its functionality was severely limited, being outclassed by even the most basic motorola / nokia. Its battery was poor, signal reception diabolical, MMS anyone? etc etc.
Come V3.0 software it became the phone it should always have been, but this took the best part of 2 years.
I love my iphone, even converting my Luddite wife to their wonder, but I'm not getting my hopes up just yet for a killer device. I'll leave it to those people with unswerving loyalty to Apple to buy it. I am positive it will be better than anything else... ever, in their opinion of course :-)
Then I'll rush out and buy one too, 'cause its a new gadget!
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"17. At 5:03pm on 27 Jan 2010, andrewme wrote:
I despair at those who would buy a house brick if had rounded edges, you could get different colour faces for it and it bore the apple logo. "
James May did and he built a house of them!
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I hope you've taken a spare pair of pants, Maggie.
Sounds like your wetting yourself a wee bit already.
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Is that it?
Hook, line and sinker.
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You can change the desktop background!
Brilliant!
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You've got to wonder how long it will be at this rate before Apple try to sell a Mac that can't multitask or run arbitrary programs. It'd still sell :-(
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It that it? what a piece of junk! Seriously.. Ok i admit im not a fan of any Apple 'i' device, but this is the first one that i can really honestly say is a pile of junk.
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So it's the giant iPod Touch option.
*Yawn*
Hello this year's Macbook Air.
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Oh and the reaction of the tame press is quite amusing - flat out fanboys like Gizmodo are trying to hype it, Engadget are being a bit more cautious and Techcrunch are too.
So, Maggie, when can we expect a blog post on how utterly, utterly disappointing this announcement and, indeed, the last two have been and how you are personally embarrassed and ashamed at being suckered into the whole circus.
But don't feel too bad - the usual suspects (and yes, I'm looking at you Neate and Beaumont amongst others) fell for it too. Maybe you'll be a bit more cautious in future?
Nah, I doubt it.
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Hmmm, large bezel, no multi-tasking, no flash support, no webcam and tied to a single app store. Feels like 1998 all over again.
Shiny shiny, look at the shiny thing ;-)
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@27: Yeah, which is why the Giz currently has the headlines "8 Things That Suck About the iPad" and "The iPad's Onscreen Typing Solution Isn't a Solution At All", and plenty of snarky commentary in-between about add-on dongles and accessories and no-flash, etc. Yeah real fanboi spin there...
@27: The reason the bezel is large is these things called opposable thumbs that are needed to grip the iPad without activating the touchscreen or covering up content. I guess you complain about your books having such big white margins when they could have printed text all the way to the edge? I'm with you on the webcam though, I guess we'll see that in v2 and then I'll buy.
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@28
One critical article out of a dozen favourable ones does not balanced reporting make.
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I'm sure Apple fans will go for the tablet - financially for Apple its a great move. As a non Apple user a better step may have been a smaller/lighter, enhance iphone camera 3mp, and or twin 3g sims so you dont have to carry the office phone round with you too.
So for non Apple fans the iPad looks like an expensive deadend with its bloated size and price. That said Appleheads will spend the money.
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To Maggie Shields:
subject: Your video on the iPad http://bit.ly/bOHAFn
You nearly discovered that your story on iPads in fact can't be watched on iPads because the iPads like iPhones don't support the Flash Player: http://twitpic.com/1055h8
Tweet here: http://twitter.com/Pablo_aSH/statuses/8320835879
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To Maggie Shields:
subject: Your video on the iPad http://bit.ly/bOHAFn
>> So BBC videos can't be watched on iPads
(I guess it's a feature?)
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One area of concern for me. The ipad unlike the iphone will undoubtedly become a more "shared" device in all the households it arrives in. A device which can be picked up and used by all the family. Unlike a Mac where I can put in place parental controls for the internet or my iphone which rtends to be kept close by, what safeguards have been put in place for children roaming the net with an ipad? Is it a social responsible item?
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IWhat? Oh…IPad? What a name! I want the small one – you know the mini one – think it’s called an IPod or something. Seriously it’s an oversized IPhone, so hey why not just call it a BPhone (big phone) or a DPhone (DirtyPhone), you know that screens gonna get so dirty from putting your fingers all over it…lol. Also these types of things have been around for years but apple loves to act like they made everything first. Remember when mp3 players came out? Apple didn’t invent them. But they still went ahead and claimed an IPod to be something special.
Check this out…
http://ketiva.com/Computers_and_Internet/apple_tablet_rumors__of_awe.html
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"What will make or break this device is the hardy perennial - content. "
Exactly and it is because content providers have been waiting for a mobile device like this which will make it a success.
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Just call it the iSnob and accept that it's the only way technology can be cool for the technically illiterate.
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Personally, I think it's very clever showing the iPad off, then having to wait several weeks before it's actually available.
By then people might have forgotten about the negative points. Plus it gives Apple some breathing space to judge public reaction to the Keynote announcement and maybe make a few software changes?
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Hi Maggie,
I really liked the article, and I really appreciate you referencing O'Leary Analytics - I'm glad you liked the research.
If you would like to see the analysis of the media coverage the iPad received in full - here's a link to the full report:
http://olearyanalytics.com/a-tablet-in-all-but-name-what-the-online-media-think-apple-will-call-their-latest-product/
Thanks again,
Stephen
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