24 years before the TV box, even the original Mac nearly failed on price until Quark found the perfect use for it.Īll of those products were sound (unlike the first Newton when Jobs was deep in exile), often beautiful, aspirational and groundbreaking – but priced well above their usefulness. What about the aforementioned PowerMac G4 Cube? Price again. How did the Apple TV fail to gain traction? The price, mainly.
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Apple have had opportunities to get the movie companies on board, they have the perfect distribution channel in the iTunes Store, and the once fashionable term, “the halo effect”, is still growing. Jobs was happy enough to trumpet the Apple TV but it’s gone nowhere. They’re hoping that Apple will transform the e-book industry the way they have the music player and mobile phone industries. In that case, sales will mostly go to Apple completists who want something to match their MacBook and iPhone. However, if Apple get any of the details wrong, the “iPad” could be its most notable failure since the Cube.
We have Jobs’ close scrutiny of the project, his encouraging dismissal of current tablets, the many apparent delays and cancellations, and we have some evidence of a greater Jobs’ vision. But nobody seems to be asking whether this tablet thing will be successful or not. While rumour and speculation escalate (sometimes giving way to apathy), little has leaked out of Cupertino. It’s the most hyped device of the moment, a device that nobody has laid eyes on without an NDA death-grip.
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