Marketing Project, Part I
Amber McAdams, Nancy Tan, Danny Little,
Noe Manrrique, Matthew Fisher
On January 27, 2010, Apple Inc. introduced the iPad as the newest product in its
repertoire of smart phones and personal computers. Initially designed to be better than both a
smart phone and a computer, it falls short of market standards for both.
According to Apple’s website, its mission is to ,“ ignited the personal computer
revolution in the 1970’s with the Apple II and reinvented the personal computer in the 1980s
with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-
winning computers, OS X operating system and iLife and professional applications. Apple is
also spearheading the digital media revolution with its iPod portable music and video players and
iTunes online store, and has entered the mobile phone market with its revolutionary iPhone.”
It is clear that Apple’s goal is to become the world’s leader in personal computers and to
continue to revolutionize the personal media experience. As a natural consequence, some
innovative products that Apple introduces to the personal media market will be met with
hesitation and skepticism. The iPad, Apple’s attempt to create a hybrid between their touch
screen iPhone and a small, tablet computer has struggled to establish an identity in the crucial
first weeks after product announcement.
Market analysts and consumers alike are concerned that the main problem that the iPad
will face is the lack of a defined market. The iPad’s features fall short of most netbook
computers yet are not conveniently pocket-sized like the iPhone.
On their webpage, Apple describes the iPad as a device that allows users to “browse the
web, read and send e-mail, enjoy photos, watch videos, listen to music, play games, read e-books
and much more.” Like previous Apple products, the iPad is capable of running all of the 140,000
apps found in the App Store. In addition, the iPad features an “almost full-size soft keyboard”
making e-mail more user-friendly. The iPad syncs with iTunes, iPods, and iPhones, as well as
Macs and PCs, making it easy for users to access their existing contacts, photos, music, movies,
TV shows, applications and more.
The iPad will be available in two versions: one with Wi-Fi
and the other with both Wi-Fi and 3G (
Analysts at ABI Research predict 4 million iPads to be shipped this year, and expect