Apple's Phil Schiller on the new iPad name: "because we don't want to be predictable"
posted by Daniel P. / Mar 08, 2012, 3:35 AM
Much to everyone's surprise, the tablet kept getting referred to as simply "the new iPad" and there was no indication it will be called something else, even at the end of the announcement, with the only catchy word being "Resolutionary" to describe the slate.
Everyone plus dog chimed in afterwards on the naming choice, and the analysts' reactions ranged from "marketing genius - Apple emphasizes that the tablet is just a tool for better visualizing its software, and the name will keep the thing fresh for a whole year now" to "this is the first huge mistake of Tim Cook as CEO and is going to cost Apple dearly, as customers will get confused".
Apple stayed mum on the issue even when asked to comment on why it chose to call its third tablet simply "The New iPad", but Phill Schiller, its SVP of Global Marketing, budged and said "because we don't want to be predictable".
Well, if that was the goal in itself, Apple certainly got its point across yesterday, when the whole tech blogosphere got treated to an "in your face" moment - after all, it was us that invented and popularized the iPad 3 or iPad HD monikers, not Apple.
Whether the lack of a catchy name or simply a number for the new iPad was a good marketing move remains to be seen, although history shows that naming schemes haven't gotten in the way of Apple selling a boatload of its new gadgets anyway.
Posts: 443; Member since: May 22, 2009
Lmao apple is more predictable than tomorrow's date. They slightly update the obvious and call it new. Everything that was predicted to be on the iPad 3 was on the iPad 3. And still people will swear its the most innovating thing since sliced bread. I like apple products but they make me sick sometimes.
posted on Mar 08, 2012, 3:45 AM 15
Posts: 1476; Member since: Dec 01, 2011
Didn't want to be predictable, so they came up with "new iPad"? That's like your parents asking you to go buy a pet for the house, and you come back home with a watermelon instead and say "I didn't want to be predictable".
posted on Mar 08, 2012, 4:33 AM 6
Posts: 98; Member since: Jan 26, 2012
So this model is the "new" iPad. The next one in 2013 will be the "newer" iPad, and the year after that in 2014 Apple will name the latest one the "newest" iPad. So everybody will be confused when in 2014 the "newest" one is released but the "newer" one is discounted and you go into the store and ask for the "newer" model and they hand you the old model..........????? Yeh, right.
posted on Mar 08, 2012, 7:59 AM 1
Apple: We don't want to be predictable, like everyone else who keeps the same name for their products over and over again, and just increases the iteration number by one... so, we are going to be doing different and unique things which no one else has done before, like successfully shaming existing customers into buying the "New iPad" by not giving it a new number and insinuating that anything prior is "old"... other companies would never get away with it, and would alienate their fan base, but we're Apple... Haha... lol. =8-P
posted on Mar 08, 2012, 8:23 AM 3
Posts: 177; Member since: Feb 27, 2012
ITIt's a dumb name. I think whoever thought it was genius should be fired. It's a complete pain to search for, to differentiate from the "old iPad", and a nightmare for the layman. Not to mention since they are still selling the iPad 2, people will think that is the better one since logic follows 2 is better than 1 and having no number makes it the de facto 1. Only Apple could pull this off, from sheer pop culture recognition that there's a new one every year. It won't change the fact many people will still get confused. This is even worse than antennagate...
posted on Mar 08, 2012, 7:32 PM 0
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