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BLOG: Apple's iPad III

Stefan Hammond | March 15, 2012
Apple neglected to give their new product a number, doesn't matter.

Apple neglected to give their new product a number, doesn't matter

"We cover what we cover because it's what you want us to cover. And as long as the audience comes in, we'll be there to receive you....some will immediately dismiss the thing Apple rolls out as a failure. They will note Apple already reached its high water mark, and that this thing, whatever it is, is not as good as what [other vendors] offer...[but] no matter what Apple releases, the enthusiast blogs will call It the greatest thing ever..."

-- Mat Honan,

Honan wrote his pithy piece (worth reading at, be warned the material is a bit raw) the day before Apple unveiled their iPad 3, which they're simply calling "the iPad." Not to be confused with the original iPad released in 2010 and also called "the iPad."

Think about this, in light of Honan's comments above. "This thing, whatever it is," he calls it. Apple agrees: it doesn't matter what we call it. You'll buy it.

As IDG journalist Gregg Keizer wrote the week: "Apple has sold out of initial supplies of the new iPad in every country where it will launch the tablet on Friday, and is now telling buyers that orders will not ship for up to three weeks." Hong Kong's online Apple store simply says "currently unavailable." Keizer writes that yet-to-be-shipped iPad 3 units are selling on eBay at a premium--individuals speculating in iPad futures. Who knows what they're promising in the shopping arcades of Mongkok?

To be fair, Apple has a multi-decade career of design-award-winning tech products. The new iPad has double the number of pixels of the iPad 2, which will make high-definition video memorable-viewing. Storage requirements will increase, and Apple can expect to drive paid subscription to their iCloud service (the first 5GB is free, so you can get your essential documents and a bunch of hi-res TIFFs up there before you have to pay). So too with gaming apps, available via Apple's App Store. Their vertically integrated model is reaching its zenith.

Apple used to be an expensive personal computer whose adherents were sometimes fanatical, and which found favor among designers and publishing-industry types. It was always a single-digit market-share product, often derided by enterprises and governments alike. Yet journalists like myself have used Macintosh computers to do "heavy lifting" in both creative endeavors and work-related tasks for decades. The Mac computing platform is finding more favor than ever due to devices like the iPad, and there are more functionality-enhancing open-source programs for the Mac than the iPad--check (if you use Apple's QuickTime player for multimedia, I recommend the Perian plug-in).


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