Despite all the talk about Android, Windows, and other tablets being iPad killers and expected to steal both consumer and business market share from Apple, not one has managed to make a real dent in the iPad’s dominance – particularly in the business space.
There are, of course, plenty of factors that I could point to and say “this is why the iPad is still number one” – IT folks know how to secure and manage iPads, there’s a single form factor, there’s a great selection of apps. I could go on, but one of the biggest reasons Apple that retains the market share that it does has nothing to do with specs, brand loyalty, app choices, or integration with existing enterprise systems.
As this absurd and rather sleazy ad for a Toshiba Windows tablet makes obvious, virtually all Android, BlackBerry, and Windows device commercials don’t tell me anything about what a device can actually do for me.
What makes this even more absurd is that this is an ad pimping a business and enterprise device (and I do think pimping is the only accurate word to use here). It doesn’t tell me anything – specs, Active Directory integration, management capabilities, battery life, connectivity options, or anything else. It just reuses some buzz words like security, mobility, and adaptability.
It’d be one thing if this was a single ad and there were dozens of ads from Toshiba, Motorola, Samsung, and other manufacturers that delivered truly useful information. The truth, however, is that every iPad competitor from the Motorola Xoom through the BlackBerry PlayBook and HP Touch Pad to this Toshiba ad seem to take pains to avoid telling me how a non-Apple tablet could actually benefit me.
Apple, on the other hand, uses each iPad ad to show me something new and exciting that the iPad can do. Apple typically does this by letting iPad apps take center stage. That’s a brilliant strategy because it shows off the versatility and practicality of the iPad in a way that very few other techniques could. Quite frankly, it just baffles me that every iPad and iPhone competitor seems intent on doing the complete opposite.