As usual the announcement was preceded by feverish speculation. Would the new device come with iOS 6? Was it going to allow users to ‘touch’ pixels (or tixels) through advanced haptic feedback technology? And what about Siri?
The answer to all these questions turned out to be “no”, but some new features did make it in. First and foremost was the Retina display, which doubles the screen resolution. It’s easy to underestimate the importance of this – talk about display resolution never really captivates ‘normal’ people – but it does matter.
The other enhancements possibly fall into the “so what” category. Take the support for 4G and LTE connections. If you’re in the UK you might well ask, support for what? These are new standards for mobile networks that are becoming common in north America, but they’re still some way off here. So that enhancement isn’t really relevant to British users.
And then there’s the new quad-core processor. The less said about that the better. It’s not that it isn’t important – it’s just that it really doesn’t excite consumers. Remember in the early 2000s when Windows devotees would mock the lower clock speeds of PowerPC CPUs, believing this proved the inferiority of Apple machines? You probably don’t: it turned out that no-one cared. Apple refused to join a CPU arms race and it turns out that they were right.
So this leaves Apple with a new product announcement that is evolutionary rather than evolutionary. No freaky futuristic stuff, no “one more thing”. But does it matter?
I don’t think it matters at all really. The iPad dominates the tablet market and there’s nothing on the immediate horizon that’s going to change that. When Windows 8 launches it’ll be in a battle against Android for second place, but that could end up being a pretty small prize to fight for. There’s a more tangible threat to the iPad from the Kindle Fire but Amazon has work to do if it’s going to convince people that these products belong in the same device category. Apple’s dominance of the tablet market is ensured for the foreseeable future.
Given all this, throwing new features at the dominant product in an attempt to revolutionise it would be a bad move. When you’re behind, the “hail mary pass” – a single recklessly ambitious scheme to stave off disaster – is a good strategy. But when you’re ahead that’s the last thing you want to do. It’s what Microsoft did with Vista, and it ended up spending millions giving the world a product it didn’t need. Apple isn’t going to be “doing a Vista” with the iPad any time soon.