Abstract

This case discusses the launch of Apple iPad, one of the most hyped gadgets in Apple’s history. Analysts believed that if iPad delivered on its promises, it could easily become a sign for future computer gadgets coming into the tablet PC market. After the Apple iPad was launched, a number of giant computer software and hardware companies were expected to come up with products that would not only be able to compete with the Apple iPad but would also help them regain their market share. Analysts felt that tablet PCs were going to sell about 10 million units in the year 2010 alone and the competition for the iPad was set to heat up with many rival products entering the market. The year 2011 was expected to be the year of iPad’s competition and Apple had to gear up to meet the competition.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the basic elements of diffusion of innovation process.
• Understand the different types of innovations.
• Understand the theory of diffusion of innovation given by Everett M. Rogers (influence of product characteristics on diffusion of innovation, Adopter categories, etc).
• Understand the stages involved in consumer adoption of a new product.
• Examine the different characteristics and personality traits of consumer innovators and later adopters.

Keywords

Innovation, Disruptive innovation, Diffusion of innovation, Influence of product characteristics on diffusion of innovation, Adopter categories, Stages involved in consumer adoption of a new product, Frank Bass model of diffusion of innovation, Apple, iPad