Do consumers really understand why they need the new thing from Apple? No, they don't, in many cases.
by Brooke Crothers | March 17, 2012 2:09 PM PDT
Visits to two Apple stores on Friday confirmed my Apple Shiny Slab Theory. That is, some consumers, deep down, don't really know why they buy the newest Apple thing.
After attending a meeting in Hollywood on Friday, I stopped by an Apple store down the street in Century City (aka, Beverly Hills) and another in Santa Monica. I estimate I spent more than two hours total in those two stores.
My intention was not only to try to gauge the level of interest in the new iPad but also to form (I would hope) a bulletproof rationale for upgrading from my iPad 2.
During the course of comparing my iPad 2 with the new iPad (see photos as just a couple of examples) I overheard--and participated in--a few discussions with customers and the Apple staff.
One numbingly consistent (as in "here we go again") query to Apple staff by prospective buyers--and I'll paraphrase--was: "Hey, I really don't see any difference between this new iPad and my iPad 2. Can you show me what's different?"
The Apple staff was quick to rattle off 4G, better camera, dictation, and, of course, the Retina display. But the improved camera and dictation was of little interest to the buyers I stood next to. 4G was important to a few but not material for others.
But, ah, that new display. Everybody was obsessing about that. That glorious, pixel-packing, eye-popping screen.
Read more about that: http://news.cnet.com...d-the-new-ipad/