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Typically, Apple doesn’t mention the competition very often. In fact, even when comparing their processor speed or their camera improvements in the past, the company is usually just comparing its latest hardware to previous generations of its own products. And they do it for a very good reason. Instead of giving you any reason to go find a competing device, Apple tends to keep the conversation internal, which gives consumers a different framework for approaching their hardware. The question is not how much better is this apple product than that of google? Instead, it becomes How much better is this product than the one Apple made last year and should I upgrade it?
Sly? Sure. Calculated? You bet, but that makes a lot of sense when you think about it. I recently watched a video on this tactic and it does a great job of keeping the narrative oriented in an all-Apple world, all the time. By not mentioning the competition, Apple is essentially rising above everyone else in its own eyes. By doing this – by not even mentioning the competition – they are almost creating an alternate reality inside their bubble of influence that gently tells the consumer that there isn’t even anything worth paying attention to apart from. Apple.
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Misleading statistics
This veneer broke a bit yesterday as Apple moved on to the iPad part of their keynote. From the first minute of the iPad presentation, Apple broke with the norm and quickly recalled the fact that its new entry-level iPad with the A13 Bionic chip is “Up to 3x faster than the best-selling Chromebook and up to 6x faster than the best-selling Android tablet.” Take a look for yourself at the 7:45 minute mark in the video below.
Now they didn’t dwell on this for a while, and it was probably on purpose, but did you get what they were saying ? This new iPad is not 3 times faster than the fastest Chromebook. Nope. It is 3X faster than the Best-selling Chromebook. And you can probably guess what these best-selling Chromebooks are: low-cost entry-level devices focused on the EDU. Seriously, take a look at Best Buy or Amazon and sort by bestsellers. You will find Chromebooks with the Celeron N3350 (2 generations) and the MediaTek MT8183 on board. These processors struggle to come close to 10K on Octane and would fall into the lowest performance category on the Chromebook list.
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So, Apple’s real comparison is that their new iPad is 3 times faster than the slower Chromebooks you can buy today. When you put it that way, not only does it not sound impressive at all, but it almost Looks like Apple deliberately misled potential consumers into making their product better than it actually is. No tech company would do that, right?
A mention means they are paying attention
So, Apple used creative language to sell its new iPad. No harm, no fault, right? If you are careful you know this happens all the time with all kinds of products. It’s deceptive to the point of almost lying, but it’s not technically wrong. But there’s no doubt that the subtle mention of this skewed statistic indicates that Apple is starting to take note of Chromebooks and Google’s impact on the low-cost market.
As I said at the start of this article, Apple isn’t the type to directly mention competitors very often, so the fact that they saw the need to specifically call Chromebooks tells me they’re perfectly fine. aware of the dominance of Chromebooks in the affordable computing space. and in schools too. How could they not be?
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And as annoying as the misleading statistics can be, I can’t help but feel a little flattery that Apple has felt the need to recognize Chromebooks in this way. For so long, Apple products and Google products have occupied such different paths that I never really thought of Chromebooks as any threat to Apple of any kind. With this mention in a high level speech, it feels like a change. Apple sees the growing prevalence of Chromebooks and maybe – just maybe – they’re threatened by it a bit. And that, my friends, is a pretty cool thing for us Chrome OS fans.
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