Apple is succeeding in the category because it reinvented it.
Prior to iPad, how many consumers had spent a moment of time considering what a tablet computer would be like? How many had a chance to hold one and interact with it at a local store? Most people use iPad as a reference point because it was their first experience with a tablet. It was first and it worked. People want iPads because, for now at least, it's the definitive product for the category.
Prior to iPad, how many consumers had spent a moment of time considering what a tablet computer would be like? How many had a chance to hold one and interact with it at a local store? Most people use iPad as a reference point because it was their first experience with a tablet. It was first and it worked. People want iPads because, for now at least, it's the definitive product for the category.