iPad’s Marketing: Lessons To Be Learned
Apple recently overtook Exxon as the most valuable global brand only for a short while. Business gurus and trade pundits weren’t really surprised at this. The speed at which Apple was going, after it was revived from near death circa 1997, was remarkable. The comeback of the company, in more ways than one, was exceptional.
It was after that period that Steve Jobs returned to the helm and led Apple’s launch of the now iconic product line of the Macs, iPods, iPhones and many other outstanding products. At the start of 2010, continuing the same line of products, Apple launched the iPad.
Back then, there were several tablets in the market, from a range of brands. However, not one of them was anywhere near successful. It was just a little more than an year ago but they said that the market was not ready for tablets at that time. The launch of the iPad changed all that. Apple overtook every single tablet in the market in one big sweep.
Tablets were now mainstream. 2010 saw iPad sales cross almost 15 million. Due to the success of the iPad, several other tablets starting selling a lot. To cash in on the frenzy, almost all big brands in the computing world launched their own version of the tablet. However, not a single one of them saw success on a scale as large as Apple did.
The key part of Apple’s products are not the features that they carry but the Apple brand itself. In fact, if we were to put an Apple product and a competitor against each other, I’m pretty sure that the competitor would win, on a feature basis. Yet, you don’t see them performing half as well as the iPad did. This is due to a variety of reasons. The culture and the legacy that Apple has built is never going to die.
Several people (fans!) are now eagerly waiting for the iPad 3. The iPad 3 release date is not known (yet) but people are speculating it’ll be released around the first quarter of 2012. No matter when its launched, one thing is guaranteed: it will be a blockbuster success like every other iPad.
When it comes to quality, there are hardly any companies that come close to Apple. When it was going down, Apple’s shares were selling at six dollars. This is in sharp contrast to the four hundred dollars that they are at today. This massive jump would not have been possible if it were not for the excellence that they build inside their products.
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