The iPad: Innovation By Design?

Apple is being both praised and criticized for the "iPad."

Depending on your perspective it's either genius or it is just an over-sized iPod Touch. A certain segment of Apple brand advocates will dutifully buy the iPad, no matter the price. But, to truly be successful the iPad needs to make the connection with "non-Apple consumers" like the iPhone did. I'm not so sure that is going to happen - perhaps a future version of the iPad will, but not this one.

Of course, Apple is clearly a leader when it comes to innovative design. Today's most successful brands understand that they must innovate around their target consumers lifestyles - not just around new products and services. The iPod did exactly that - consumers were leading more mobile lifestyles and required portable digital music. But, the iPad feels more like an opportunistic product release than real innovation. Sure, sooner or later most of us will likely be reading books and magazines on a digital device (as Optometrists everywhere rejoice) but this "lifestyle trait" is still very small.

The iPad release may not be as "successful" as previous Apple efforts but it will continue to pull consumers toward the future that Apple wants them to take part in. And that my friends is an innovative strategy.