Apple's iPad: Redefining the Tablet PC Industry?

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Case Details:

Case Code : MKTG264
Case Length : 23 Pages
Period : 2009-2010
Pub Date : 2011
Teaching Note :Not Available
Organization : Apple Inc
Industry : Computers and Peripherals
Countries : US, Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"..…this beautiful new touch-screen device from Apple has the potential to change portable computing profoundly, and to challenge the primacy of the laptop. It could even help, eventually, to propel the finger-driven, multi touch user interface ahead of the mouse-driven interface that has prevailed for decades."1

- The Economist2 , in 2010

" is not a laptop and cannot do a number of things that you can do on one either. However, they do point out that it is more convenient, for listening to music and reading books."3

- New York Times4 , in 2010

Another category defying innovation?

When British magazine T35 announced that the Apple iPad (iPad) had won the Innovation of the Year award 20106 , it came as no surprise to anyone as it was hailed as a product that demonstrated true technological innovation and which had the power to improve, change or create a product category. On October 18, 2010, Apple Inc (Apple), the US-based consumer electronics giant, announced that it had reported its highest ever revenue and earnings in a quarter with sales of 4.19 million iPads. The iPad was the first product ever launched in what was being defined as a new category of i-centric products.

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1] Walt Mossberg, “A Roadmap for Computing,”, April 1, 2010.
2] The Economist is an authoritative weekly newspaper focusing on international politics and business news and opinion.
3] "iPad Reviews Apple Tablet Well Received by Critics,", April 1, 2010.
4] The New York Times is one of the leading newspaper dailies in the US.
5] Launched in the UK in 1996, and with over 22 editions worldwide, T3 has established itself as the biggest, best, and most influential gadget magazine in the world.
6]The Innovation of the year award is given to the product that demonstrates true technological invention, which has the power to improve, change, or create a product category


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