Equally interesting is the fact that 70 per cent of iPad 2 buyers were new to the iPad - showing that Apple is expanding its base of iPad users - critical to maintaining its early lead in the growing tablet market.
Whilst consumers in the UK are going to have to wait until 25th March for their chance to get their hands on the iPad 2, its probably worth taking a moment to admire the genius of the men (and women) from Cupertino.
Clearly their focus on superlative user experience has delivered great mobile devices that are ultra easy to use for consumers of any age. (hello mum & dad).
However, it is the more subtle way they have convinced publishers themselves to build the Apple brand by including "Available in the App Store" in many of their above the line communications that really has to be admired.
This use of other peoples marketing spend to reinforce the Apple brand is only going to accelerate as sales of iPad 2 step change as the device moves from being the play thing of the early adopters and into the mass market.
As sales increase, not only will more publishers invest the time and development resource required into optimizing the online experience for users by creating iPad apps - but also even more publishers will start cross-promoting Apple in their own above the line communications in an effort both to legitimize their own brand in the eyes of the consumer, but also generate "live search" activity. I can easily see this being the case for a publisher like ourselves who want to convert the interest gained in our product (for example, used cars in Leeds) via a TV campaign into an immediate search/response for dealers on our site in that area as users reach for the iPad whilst on the sofa...
Congratulations Apple, that really is very clever indeed.
Whilst consumers in the UK are going to have to wait until 25th March for their chance to get their hands on the iPad 2, its probably worth taking a moment to admire the genius of the men (and women) from Cupertino.
Clearly their focus on superlative user experience has delivered great mobile devices that are ultra easy to use for consumers of any age. (hello mum & dad).
However, it is the more subtle way they have convinced publishers themselves to build the Apple brand by including "Available in the App Store" in many of their above the line communications that really has to be admired.
This use of other peoples marketing spend to reinforce the Apple brand is only going to accelerate as sales of iPad 2 step change as the device moves from being the play thing of the early adopters and into the mass market.
As sales increase, not only will more publishers invest the time and development resource required into optimizing the online experience for users by creating iPad apps - but also even more publishers will start cross-promoting Apple in their own above the line communications in an effort both to legitimize their own brand in the eyes of the consumer, but also generate "live search" activity. I can easily see this being the case for a publisher like ourselves who want to convert the interest gained in our product (for example, used cars in Leeds) via a TV campaign into an immediate search/response for dealers on our site in that area as users reach for the iPad whilst on the sofa...
Congratulations Apple, that really is very clever indeed.
