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the apple tablet – success to be driven by product strategy

the apple tablet is upon us, literally in a few minutes’ time. the frenzy has not died down and we should expect it to go into super hyper drive within the next few days. 

the apple tablet’s success will be hinged on one thing – what is the product strategy they are adapting for the tablet? product strategy is design and technology design but it goes beyond to the physical and technology heart of the product, at its core is what market does it intend to conquer and what consumer need it intends to tap into, actually, for apple the question is what consumer need it intends to create.

we think apple has two options which may at face value look similar but at it’s core and implication a most fundamental question.

  • is the apple tablet a bigger version of the iphone/ipod touch?
  • or is the apple tablet a smaller version of the macbook?

for sure, there will be common features and design for both strategic options,  but the direction it takes is very much different in taking one over the other. the build-up of further functions and use will be very different depending on where it starts. 

for consumers, the attitude and preferences are clearly and often separate in definition. we do not think any one product can satisfy both needs to the fullest. besides from a marketing standpoint, it is not wise to have such a product. it will be too confusing and too complicated for the consumer to appreciate.

there is a third option. it is something apple has done a few times during our lifetime – define a completely different and completely new product to create a completely new and different market.

we will come back to this point of view after we get to know what is the apple tablet.

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