“The first truth is that by selling the iPad as an accompanying device, and not a stand-alone computer, you immediately instill this idea that it’s not necessary to own. You’ve already lost a lot of interest because people are thinking, “Why would I buy this device in addition to what I already own that already does these things and more?” Apple, if you believe that the iPad’s form of computing is the direction we need to go, you gotta make people ditch what they already have – even if it is a Macbook.”
Necessity vs. Want & Apple’s Mobile Pitch for The iPad
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