The iPad – who’s it for and how will it be used?

The iPad has met with mixed reviews since the launch last week. Most of what I’ve heard is negative; ‘where’s the camera?’; ‘it’s just a giant iPhone’; ‘what’s the point other than it looks cool?’. Those who love it aren’t sure why, they just know they want one. It’s easy to think it’s a bit silly and pointless but I think it would be naive to think Apple had created something that is so fundamentally flawed as to not have a purpose. So let’s look at how it could be used and by whom.

Most of the critics I’ve heard are iPhone users. Will anyone that owns an iPhone already actually need it? This could have a very different market to the iPhone. The iPhone needs a commitment – in a phone contract. It’s a private device meant for use by one person. By contrast, the iPad doesn’t require a contractual commitment (unless you want Wi-Fi) and the size, shape and UI make it ideal for sharing. This is a fundamental differentiating factor with many implications.

Sharing makes it ideal for use by the average family. It doesn’t require everyone to disappear into different rooms to use cumbersome desktop computers for what are often quick tasks that happen regularly (such as checking emails). They can pass the device around the living room, while still watching TV.  This could be a big threat to the family PC.

Viewing family photos will be easy and enjoyable again, bringing back the social element of poring over a photo album together while sat on the sofa rather than hovering around a computer screen or passing around a phone.

For those asking ‘where’s the camera?’ my question to you is ‘do you really want to be holding this up to take a photo?’. The context it is used in is different to the iPhone. Yes, it is a portable device, but this doesn’t mean it needs to be carried around in the same way you would an iPhone. It can be portable within the confines of a family home. For this purpose, it does not need a camera.

Another potential market are the over 55s or those with visual impairments. They may find appeal in the simple interface, ease of performing basic tasks such as browsing websites and checking emails, lightweight design and the easy-read large scale view.

What about the requirement to lean over the screen? This isn’t a position that can be kept up for extended periods. But then this device isn’t intended for extended periods, unless reading a book, in which case the iPad could be ideally suited to a more relaxed seating position (feet up on the sofa for example). However, there are many instances where a more upright position will be required and this is an obvious avenue for accessory sales – an iPad stand seems as much of a requirement as an iPhone case.

There is still vast potential to tap into the iPhone user market to using apps. Apps won’t be as basic as stretched views of the same iPhone apps. They will offer a completely different experience based on the size of screen available and the more sophisticated UI controls that make use of 10 fingers rather than 2. Again, sharing and collaborating may be the main differentiation here – creating apps intended for more than one person to use at a time.

I’ve not even mentioned the implications on websites – the iPhone has been key to driving increases in mobile-friendly websites. Will we see a new trend in iPad optimised sites?

The iPad does initially give the appearance of being a pointless device, an oversized iPhone offering something that’s already done and not enough else. However, some thought about who might use it and how and a reminder of the potential of iPad apps makes this an exciting device that could quickly evolve to become as indispensible as the iPhone or even the PC.

~Jen