Ben Thompson has recently published the third part of his analysis of the iPad event held on October event. In this piece, Thomspon went into more depth as to why he believes that Apple is not presenting their iPad as a “magical” device.
“Magical” as an adjective is deeply uncomfortable for us geeks especially. The very idea of believing in something that can’t be explained, much less quantified, is so foreign that it is almost immediately rejected. And yet, cultures the world over believe in the supernatural. Humans believe in that which they cannot explain, or fully understand. And they respond to that, and it’s the liberal arts that helps us comprehend their response.
The “why” of the iPad, then, lies in its magic. It’s in the experience, and, crucially, it’s in the apps. The iPad is not an iPad, yet-another-Apple device to weigh down your bag and your wallet. Rather, it is whatever, and exactly, you need it to be.
If you are a musician, the iPad is your instrument, your studio. If you are an artist, the iPad is your paint brush, your easel. If you are a student, the iPad is your textbook. If you are a child, the iPad is your storybook, or your entertainment. If you are a grandma, the iPad is your connection to your family.
If you are human, the iPad is your magic wand. And, honestly, who does not want a magic wand? And why isn’t Apple selling it as such?