Apple's iPad debut generates more criticism than excitement

To the surprise of absolutely no one, Apple released its long-awaited tablet device Wednesday--dubbed the iPad, the 9.7-inch touchscreen unit promises a user experience optimized for the web, messaging, multimedia, games and ebooks. Shipping with 12 new apps designed especially for the device, the iPad will run almost all of the App Store's 140,000-plus iPhone and iPod touch applications--Apple also released a new iPad software development kit, enabling developers to create new software designed expressly for the device as well as universal apps that run across the iPod, iPhone and iPod touch. In addition, the iPad boasts access to Apple's iTunes digital media storefront--in conjunction with the hardware release, Apple announced its new iBooks app, which includes the iBookstore, featuring books from major and independent publishers.

iPad will arrive in two versions--one with WiFi, the other with both WiFi and 3G support for speeds up to 7.2 Mbps on HSDPA networks. AT&T will serve as Apple's network partner. The iPad will start at $499, about half of what many analysts anticipated and about the same price as Amazon's rival Kindle DX, the large-screen version of its ereader device line. Higher-end iPad models with 3G wireless capacity will cost up to $829.

Given Apple's recent track record, what is surprising is how much skepticism and disappointment greeted the iPad's debut. Among the chief complaints: No support for Adobe Flash, no camera, no multi-tasking capabilities, no monthly television service subscriptions and no 3G service partnership with Verizon Wireless (a hot rumor leading up to the device's release). Some pundits even expected the release of a new iPhone. In addition, the iPad brand name is the subject of much scorn and mockery given its proximity to feminine hygiene products.

"The iPad is a grown up iPod touch. Apple has taken the safe route of offering its existing customers an option that goes beyond today's iPod touch in size and capability, but it has not offered a new category of devices that tackles the 5-6 hours of media we each consume every day," contends Forrester Research analyst James McQuivey. "With no integrated social media for sharing photos, recommending books and sharing home video, the iPad misses a big piece of what makes media so powerful... It had (and still has) the opportunity to create a new media experience in consumers' lives. As it stands, a quick, well-structured response from Amazon in the next version of Kindle could easily be a contender here. That's why I say that the iPad is priced lower than expected because it is less revolutionary than expected."

Fellow Forrester analyst Julie Ask nevertheless pointed out the iPad's potential to boost mobile marketing efforts. "For marketers, the iPad further evolves contextual advertising," she writes. "Consumers will be in an environment where they can act on an impulse to buy. If this product can change and grow media consumption, advertisers will be happy."

For more on the iPad:
- read this release

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