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The iPad has always been a fantasy, and although the device is more powerful and beautiful than it has ever been before, I can not understand why most people would like one.
I remember sitting in a newsroom almost 10 years ago when extremely intelligent and well-meaning editors informed a group of magazine teams of their intention to launch an unpublished iPad. It was the solution to reduce the circulation of impressions! We would do magazines for iPad!
I do not need to tell you that the magazine apps for iPad did not run exactly. For most users, the iPad is essentially a great phone that you use for extra-large web browsing or an ultra-productive replacement laptop that you handle on the go. But I think this time of 2009 reflects how excited people were about the possibilities offered by the tablet. The excitement was perhaps a partially residual excitement about the iPhone, which, just a few years before the introduction of the iPad, had entered the world and sparked a complete revolution. Jobs and friends have done it once, maybe they could do it again.
When Apple announced the new iPad Pro this week, the enthusiasm was once again focused on the potential and the possibilities more than on the reality. Here's what I can say for sure: these are the most beautiful and advanced iPads that have ever existed. With its almost incessant screen, the iPad Pro is a marvel of industrial design. Aesthetically, that's all we expect from an Apple product, up to the detailed description of its materials and outlines of corporate design divinity, Jony Ive. Although I did not do the usual video narration during the announcement last week, he did say his article in an interview with The Independent in which, among other things, he continued and sure how the new iPad has been great because the screen has no square corners. "If you look at the iPad Pro, you can see how the radius, the curve in the corner of the screen, is concentric and compatible with the case," he said. "You feel it's genuine and you feel like it's not an assembly of many components – it's a unique and clear product."
Now, I'm quite interested in design, especially when we're talking about true functional and utilitarian considerations, but here we're talking about the corners of a damn screen. This is an irritating thing for designers, especially with regard to touch devices. They are moving away from ways in which design improves the way you use things to create effusive monologues about the immediacy and intimacy of their experience. It's not just Jony Ive. A few years ago, I criticized Microsoft hardware chief Panos Panay for giving him such a feverish description of Surface hardware.
The problem is, I think, it is very difficult to explain to ordinary people the improvements made to essentially niche utilities of devices such as the iPad Pro (and, indeed, the Surface Studio Panay). The Apple presentation introducing the iPads earlier this week was aimed at "creative" people with demanding needs for stylus performance, CAD rendering speed, and more vivid and dynamic displays. DJs, architects, graphic designers and other rare iPad users should be very excited. Most of us are not these people! But perhaps selling devices to ordinary people will depend on convincing us that we have a good source of hidden creativity inside that will be released through the latest processor upgrade; Or that the design of the new iPad is so perfect, you will experience the transcendence while viewing your emails in an airport lounge.
It's not that the rest of us can not enjoy the even more magnificent display that is every year more glorious; we're probably going to do it, that's Netflix. If you have an iPad from 2014, it will probably do it as well. Your computer too. And if you do not have an iPad, you may only need the much cheaper basic model from Apple. But you are not an elementary user, right? You are a special creative person! If that's the case, go ahead and spend $ 800 or $ 1,000 for the best glass plate that Cupertino can design. (From a long-term utility point of view, it makes sense to buy the latest device if you buy an iPad.)
For my persistent skepticism about the usefulness of the iPad, Apple indisputably sells millions of these things. For better or for worse, millions of people will hurry to buy the latest versions of the Apple product, even if it will only be a very chic evening companion. And although I am frustrated by the ambitious creativity that drives many people to buy expensive products that they will not fully use, I fully recognize that there are thousands, if not millions, of people who really pull the best of their iPad.
I guess what I'm saying is that I just do not know how to use one. Maybe I'm just lame?
What do you use your iPad for?
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