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The World needs an iPad
(Apple (2010). "Apple - iPad." Retrieved 5th May, 2010, from http://www.apple.com/ipad.) The Apple Inc. website has been chosen as a reliable reference because it is the website of the manufacture of the iPad. This is the most reliable site for finding the positives about the product; however it shows the device's shortcomings as they are trying to sell the iPad. This site includes full technical specification for the device, design and manufacturing information including pictures of each version from different angles, information about applications for the device including pictures of the default applications on the device, a copy of the TV ad, guided video tours to assist new in understanding how to use the device and information, the environmental status report of the device, information on the devices perfect companion pieces made buy the manufacture of the device as well as links and information about how to buy the device and its perfect companion pieces.
(MacWorld. Retrieved 11th May, 2010, from http://www.macworld.com.) The MacWorld website has been chosen as a reference because it is one of the main Mac reviews websites. The company behind this site is International Data Group, which is the world's leading technology media, events and research company, owning websites and magazines a such as MacWorld and PCWorld. They have a team of thirteen thousand employs worldwide, approximately 200 magazines and newspapers and 460 websites serving about two hundred and seventy million people each month. This site has information and reviews, presenting pros and cons, about all the versions of the iPad. It also reviews applications for the device, rating them out of five. (iFixit (2010). "iPad Wi-Fi TEardown." Retrieved 15th May, 2010, from http://www.iﬁxit.com/ Guide/Device/iPad_Wi-Fi.) The iFixit website has been chosen as a reference because the site provides complete and detailed teardown’s of both models of the iPad and the A4 processor. iFixit has been chosen as valid resource as they write fixit guides, which are step be step guided to fix broken devices (i.e. Replace the battery on an iPhone). The website has gone to great lengths to get information about the A4 processor inside the iPad. For the teardown of the A4 chip they have partnered with a Chipworks which is a company specializing in reverse engineering and patent infringement analysis of semiconductors and electronic systems. This site is the best reference on the web to find out actually what parts are being used in the device.
(Nielsen, J. (2010). "Userablitiy of iPad." Retrieved 12th May, 2010, from http:// www.nngroup.com/reports/mobile/ipad/.) The Nielsen Norman Group is being used a a reference as this site provides an indepth analysis on the usability of the iPad. The Nielsen Norman Group is reliable as this group conducts research on all different types of mobile devices and web sites. The site contains a 93 page report on the usability of the iPad and its apps, providing objective criticism at times. Tis is not just what experts think about the iPad and how usable they think it is this research uses people of all different ages ranging from 20 to over 50 in a range of different professions. B) Operating System / Hardware The iPad operating system and hardware are marvelous pieces of engineering. The iPad’s operating system is a closed platform, which means that the iPad only runs approved applications unless jailbroken. A jailbroken iPad is an that allows the iPad users to run any software code on their device, as opposed to only that code authorized by Apple.The operating system on the iPad is a slimmed town version of the Mac OS X and a modified version of the iPhone OS. The hardware inside the iPad is extremely well designed. The iPad is run using a custom made processor, the 1GHz A4. The A4 processor has three layers, two layers of DRAM, Samsung K4X1G323PE currently however the Package-on-Package construction gives Apple the flexibility to source the RAM from any manufacturer they want, and one layer containing the actual microprocessor . The A4 processor that Apple’s uses in the iPad is not so difference to the Samsung processor Apple uses in the iPhone. The process or is a single core ARM Cortex A8. The reason that the iPad dose not have a bigger processor is that in order to get 10 ten hours battery life the entire iPad including the display must use less that 2.5 watts on average. The display is a LG SW0627B 01SWL-0032C 1003 N23977ON using a Broadcom BCM5974 touchscreen controller and a Texas Instruments CD3240A 01D5AKT G touchscreen line driver. The 802.11 a,b,g,n wifi and the bluetooth 2.1 + EDR and FM is all provided by the Broadcom BCM4329XKUBG CD1004 P21. The audio processor is a Cirrus Logic device with the part number of Apple 338S0589 B0 YFSAB0PY1001. Power management is suspect to be handled by a S6T2MLC N2266XQT U1003 A1. The Multiplexer-Demultiplexer part for the Display Port and PCIe connection is a NXP L0614 01 37 ZSD950. The Accelerometer is a STMicroelectronics 2949 33DH OK2 CL. The DC regulator is a Linear Technologies 3442 N7667 LT9L. Al the parts just mentions are shown in the image below. (iFixit (2010). "iPad Wi-Fi TEardown." Retrieved 15th May, 2010, from http:// www.iﬁxit.com/Guide/Device/iPad_Wi-Fi.)
Interface The iPad interface is very similar to the iPhone and iPod touch. When first starting up the iPad you are Presented with the standard lock screen that is used for all Apple’s touchscreen mobile devices. The main screen seen when when browsing application is to the right. This screen to the left is on of 11 screens that display up to 226 applications. Once navigating into to an application the interface changes completely (Discussed in a later section). The standard interface for browsing applications is a 5 by 4 grid of application plus 6 applications on the bottom dock.
Software All software legally available for the iPad is served trough the Apple AppStore. The AppStore as of April 8 had over 200,000 Apps available of which over 3,500 Apps are specifically made for the iPad only. All applications built for the iPad must be written in Objective-C and written in Xcode using publicly available application programing interfaces provided in the Apple software development kit to be allowed into the AppStore which is the only way to get apps onto the iPad unless the application is an internal company application in which case there are ways to get the applications onto the iPad.
Accessories The iPad like any device has many accessories including cases, keyboards, docks, camera connectors and many more. The case shown to the right is Apple’s solution to stop the iPad to stop getting scratches and damaged. The iPad has many third party accessories that can be used with a porpoise mad app, this includes accessories like credit card readers, blood pressure readers just to name a few. All accessories that interface with the iPad must connect in one of three ways. The first option is to use the 30 pin dock connector on the bottom of the device. The second way that accessories may interface with the iPad is through bluetooth and the third way the accessories may interface with the iPad is over wifi, however this is the least common of the three.
C) Who are the targeted audience of this device? How do you know? The target audience of the iPad is still unclear. The Apple iPad is still very new no the market and because of this it is still unclear of how the target market is, however when looking at what journalist has to say on this issue they were split in many different ways. Some journalist believe that the device is geeks, macheads and PC users, whilst others believe that it is for prospective Amazon Kindle owners, Ebook readers and as an extension to a laptop or a desktop. Whilst journalist would say they above some people myself included believe that the iPad is targeted at the tech savvy generation Y and the younger half of generation X, these generations are the generations that can afford the iPad where as generation Z is still mostly to young to afford the iPad. It is very clear that the target audience for the iPad is quite a large group of people. What clues in the advertising/features make this obvious? The advertising and features of the iPad make its target audience very large and hard to determine. When annylising the advertising and features it use can be broken down into three categories. Firstly the iPad can be used for travel, secondly the iPad can be used for Business and study and thirdly the iPad can be used for leisure. The features that make the iPad usable for travel. The iPad has a ten hour battery life while surfing the web on wi-fi, watching video,and listening to music; it has inbuilt maps (internet connection required) and the iPad is light and thin (According to Apple it view is not shared by all reviewers). The business and study uses for the iPad are massive. The iPad is an alternative to carrying a laptop. It has email application, word processing application (Additional purchase), presentation application (Additional purchase), spread sheet application (Additional purchase), calendar, contacts, over 200, 000 applications available, it is mobile, it is an ebook reader and it has a powerful A4 processor (according to Apple facts do not agree) making it useful in many different professions and university degrees. The third categories for use of the iPad is leisure uses. The iPad had an ebook reader, email application and over 200,00 other applications which include many social networking applications. From the informations shown above it is clear that the advertising and features of the iPad do not shown that there is not one clear target audience, however there are many audiences with many of the same features. D) What Problem/problems do you think this device addresses? The world has gone touch crazy in the past few years, with most computer manufactures creating some type of stylus of finger touch system. This iPad is
Apple’s solution for this market. This market that was first started by Apple, with the Apple Newton. The Newton first started production in 1993, whilst this was using a pen instead of a finger it is very much the basis on which may of Apple’s touch devices today have developed from. However the Newton was a failure as it was ahead of its time, now after 13 year absence for this market Apple thinks the world is now ready for what it had first started working on 23 years ago. The iPad was created to revolutionize the touch computing market.
Why did it come into existence? The iPad came into existence to fill a a gap between smartphone’s and laptops, to essentially create a third category of device. It is a device that was designed to browsers the web, read emails, look at photos, watch videos, listen to music, play games and read Ebooks better than laptops and smartphones. Apples competition thought the solution to this was the netbook, however the problem was that they where not better at anything. “They are slow, they have low quality displays and they run clunky old PC software,” (Steve Jobs 2010, January 28th 2010, iPad Announcement). Apple does not believe that netbooks are a third category of device and they are just cheep laptops. This is why Apple brought out the iPad as they believe that it is a third category device.
What was the market force driving its introduction? The iPad has been rumored for many years. Regardless of how long the device has been rumored it is here and has received a good introduction. The iPad is the hottest device this year, with much press and anticipation caused by the device being announce months before it was released. The device has not even hit stores outside the US yet and Apple is still struggling to fill orders. The device has had a massive lead up and even once the device was announce consumers still did not know when they could get one. The introduction of the device was marketing at its best. Apple allowed consumers to think about the device for months before they could get it so when launch day came it was destined for success.
E) What barriers exist between this product and commercial success, longevity and large-scale public penetration? The iPad had very few barriers between it and it commercial success. From before the day the iPad was announce it was destined for commercial success. Apple had learnt from its past experience with the Newton to not release devices until the world is ready for them. On the other had the longevity and the large-scale
penetration of the iPad is very much in the hand of the people. The longevity of the iPad is very reliant on the iPad in that if the device has large-scale penetration and it is embraced then the longevity of the device is fine and Apple will continue to develop it.
What factors could stop it from succeeding? The iPad will succeed, this is because Apple is a publicly listed multinational company with over 50 billion US dollars a year in revenue, even with such a large amount of revenue Apple can afford for the iPad to not succeeding. An example of Apple making the iPad succeed is that after the announcement in January the technology world was shocked that Apple had not included multi-tasking. Apple had a plan and a solution on April 8th they announced the new version of their mobile aborting system and it included multi-tasking. The main factor that could stop the iPad from succeeding is the number of features left out and the public demand.This was just 5 days after the public could first buy the device. Apple has some of the most anticipated product releases in the industry, they make they keep the public interested in the device by consistently adding features.
What are its documented shortcomings? The iPad has a number of shortcomings in terms of operating system and features. Earlier in this report is was said that the multi-tasking will be added to the next version of the operating system for the iPad that is due out in the US Fall. In terms of missing features the iPad is missing a lot. Firstly the iPad has no camera, Apple says that the iPad is in its own category and that it is meant to be the future, a future with out a camera in a device that is meant to be between a laptop and a smartphone. Secondly the device does not have a global positioning system receiver in it and it is advertised as having maps and good for travel this is key feature that is missing. Thirdly the device has all these wonderful application like Keynote, Pages and Numbers but there is no drag and drop file management system so that these files can be moved around with out the need of iTunes sycronization. Lastly the use of a micro sim card instead of a standard sim card just makes the purchase harder and the ability to uses the sim in multiple device close to zero as few devices support this standard. These are just some of the many shortcomings of the iPad. Whilst the iPad is a revolutionary device and “Magical”(According to Apple) it still has a long way to go in terms of the included features.
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