When the over-the-top hype met the reality of Apple's unveiling of the iPad, a majority of consumers decided they didn't need, and wouldn't buy, the new device, according to a survey published on Friday.
"There was too much hoopla," said Manish Rathi, co-founder of Sunnyvale, California-based online retailer Retrevo, which conducted two polls of more than 1,000 American consumers each - one before the iPad's 27 January unveiling, the other after. "There was so much [hype] that afterward, people were underwhelmed because they expected it would slice bread."
Retrevo's two surveys spotlighted the before-and-after differences in consumers' attitudes toward the iPad. Before 27 January, 26 per cent of those polled said they had heard of the iPad but weren't interested in buying it; that number doubled to 52 per cent after Apple CEO Steve Jobs took the stage in San Francisco and unveiled the iPad.
"That was the biggest number," said Rathi. "When the product came out, more than half said 'I don't need it.'"
There was a silver lining for Apple in the survey results: The percentage who said they would buy one tripled from 3 per cent before the announcement to 9 per cent after.
"But 52 per cent is a pretty large number," cautioned Rathi. "It's not what you'd expect from the media hype that was delivered." That was one reason why Rathi joined others in arguing that the iPad would not do what the iPhone did: revolutionize a product category. "I don't see this as a game-changer," he added.
Rathi said there was lots of blame to go around for the increase in consumer "no" votes: lack of support for Flash and multitasking, lack of a killer application, and the $130 surcharge for an iPad that includes 3G connectivity. But he credited the preannouncement hype for most of the upturn in negativity. "It just seemed underwhelming to a lot of consumers," he said.
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More troubling for Apple, said Rathi, were the results from another survey question asked before and after the iPad's appearance. When asked "From what you've heard about the tablet, do you think you need one?" 49 per cent answered "No" before 27 January. After the iPad event, however, the number ballooned to 61 per cent.
The percentage of those who answered "Maybe" remained flat, while the "Yes, definitely" votes increased from 3 per cent before to 5 per cent after.
Rathi interpreted the 49 per cent-to-61 per cent change as evidence that Apple has lost the battle to convince consumers that they need a device between a smartphone and a laptop. "Consumers are saying, 'All it offers, I can already do,'" said Rathi. "There's just no killer app that goes on the tablet."
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Comments received
Xhris2210 said on Mon, 08 Feb 2010
So this whole article is based on the opinions of a CA-based online retailer who did a statistically insignificant survey? His interpretation of the results he did get do nothing but reveal his own thoughts about the device.
So the iPad isn't going to initially sell as well as the iPhone? Given that just about everyone uses a mobile phone these days, it would be astonishing if that were otherwise.
But if nine or even five per cent of the technology-buying public were to acquire an iPad in the year after launch, I'm sure that would be beyond even the most feverish dreams of Jobs and co.
This is a silly story, with even sillier conclusions.
I expect there's probably a lot of hunger for news on the iPad, but I'd suggest this sort of thing really isn't worth reporting.
iGav said on Mon, 08 Feb 2010
What this "survey" fails to spot is that, intially, reaction to both the iPod and iPhone were muted and interest went stratospheric once people got them in their hands and found just how revelatory the experience of using them was.
I expect the same will be true of the iPad though it may take a year or so for this effect to be felt. It is usually after the first revision of the product that Apple's products really start to sell.
As for killer applications, I think just sitting on a sofa surfing the net using one's fingers to point and interact is killer enough
I cannot believe that people continue to burble on about the lack of Flash content. Flash is a pestilence that slows down the net for mostly inconsequential rubbish. Any decent video site will offer HTML 5 support and Flash will go the way of the dodo
Che said on Mon, 08 Feb 2010
Not a great survey, but better than the ones they do outside Apple stores to get the right results.
Still yet to meet a person who has said they will buy one. Lots of people now seem to be sitting back and waiting for the competition before making a decision.
david_haywood said on Mon, 08 Feb 2010
Well done Macworld - you've fallen into the trap set by this outfit with a strong PC based vested interest.
DESIGNADE said on Mon, 08 Feb 2010
I'll be buying one, but I don't have an iPhone or iPod touch, which I think is a significant factor.
Kurt said on Mon, 08 Feb 2010
I will NOT be buying one. If I really want a device for the sofa, I bring over my laptop to it. I don't then suffer from neck strain or need to prop up a leg to support it. The so-called "fan boys" always ignore the ergonomics of the iPad and how a device that requires two hands (or one hand & one leg) to physically support it will be a pain in the bum.
Nice try Apple, but sorry, I don't need or more to the point, want the iPad. I have enough devices that consume my attention and time!
Christiaan said on Mon, 08 Feb 2010
Who cares, I'm buying one. Can't wait to get rid of my laptop.
Christiaan said on Mon, 08 Feb 2010
From my experience teaching my family, friends and workmates how to use computers I'll eat my hat if this isn't the biggest thing Apple's ever done. Once my family, friends, and workmates see me using this they're going to want one. Simple as that.
xanthmac13 said on Mon, 08 Feb 2010
I will be buying one. A laptop is too cumbersome for casual use. I have an iPod Touch and every time I use it I long for a larger screen. I was disappointed that the device is just a rectangle. I was expecting something slick and ergonomic that was easy to hold. A camera would have been nice. I do not even know if you can attach a webcam. I suspect the real iPad will be released later this year in time for Xmas with more features.
greendave said on Tue, 09 Feb 2010
Amazing how little we learn from history. All this was said about the iPhone before it completely changed the mobile phone world. What all these pundits are missing is that the iPad is a computer for non-computer literate people - using the iPhone OS instead of OSX or Windows on a Tablet IS the killer application.
Google think they can do it using an OS based on simply running a browser (Chrome) and Microsoft still think people want to try and use Win7.
Witness the birth of a new form of computing where people just push a big button if ever anything goes wrong.........continued....
greendave said on Tue, 09 Feb 2010
....continued...I have noticed lots of techies saying this could make an ideal computer for their parents but Jobs isn't targetting them. What they don't realise is that the vast majority of the 30-50 population know almost nothing about computers (like the techies' parents) and if they play with an iPad they just might join the online revolution.
My bet is that they will, and this simplified interface to computing will have the same impact as the iPhone has had on the phone market.
terryb45 said on Tue, 09 Feb 2010
More lazy journalism from a so called Mac magazine. I am beginning to wonder if you have your heart in it. Lets have no more of this kind of story until the iPad is available and we can see what consumers really think! We really don't need this kind of speculation just to fill some space.
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