branded for life

Steve Jobs and the iPad © AP photo

Steve Jobs is a master in presenting with passion.  He comes across as a genuine geek who changed the way many people and businesses on this planet live, work and play.  Not a bad line to add to one’s CV.  However, Job’s presentation skills are not the topic of discussion.  It’s Job’s presentation structure for the iPad. If you’ve seen the Apple Keynote presentation for the iPad, you’ll notice that Steve Jobs and his sidekick presenters demonstrated the product’s features and benefits very well.  They told us what the iPad does, its technical capacity and about all the collaborators onboard.  Yet, I was left wondering, “If I already have a MacBook Pro and an iPhone, what is the iPad good for? And if I buy one today, what can it add to my lifestyle or business?”

By breaking down Steve Job’s presentation I noticed that there were two elements missing to close the deal: inform and customize.  The presentation failed to inform existing customers how to make the iPad part of their lives.  I’m sure a Mac head or the folks from Apple reading this line will say, “What?! Haven’t you seen the presentation? What about using email, browsing the internet, iWork, the apps, etc?”  All that is fine and wonderful, but I can do all that on my MacBook Pro and iPhone.  Yes, doing all these activities without using a mouse or a physical keyboard is creative, but Apple could’ve just developed more and introduce it as a new Mac computer that’s independent, portable, mouseless and keyboardless. Think of it as a smaller size iMac without the need for a mouse or physical keyboard.

For me, as of today, the iPad means Apple’s answer to Amazon on e-books reader devices.  Having an e-book reader in color and in Apple technology is a brilliant choice!  If the new iBookstore has all the books Kindle offers, then I’m sold.  Some might argue that Apple did their job by enabling us to do whatever we desire with it and it’s up to us to think of how we want to use it.  No, not really.  When a brand introduces a new product that doesn’t have a clear screaming need and demand, then the brand must be very creative in laying down the possibilities and uses and suggest to consumers innovative ways to use the product so they can close the deal faster; especially for those who have MacBooks and iPhones.  Did Apple hit or miss?  They hit it with the product.  They missed in the sales pitch.
It’s not what you sell, Apple. It’s how you sell it.

The question is: Will Apple pay attention and fix their sales pitch or will they think, “We’re good. Very good!”, and do nothing about it?

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