Apple taking iPad hyperbole to new heights

Apple taking iPad hyperbole to new heights

Summary: OK, we now that ad copy if full of hype and dramatization, but Apple's web copy for the iPad takes this to new extremes.


OK, we now that ad copy if full of hype and dramatization, but Apple's web copy for the iPad takes this to new extremes.

Take a look at this:

One sentence manages to squeeze in the words "advanced," "magical," "revolutionary" and "unbelievable." Maybe there is actually a little unicorn in each one.


Ouch, my head hurts!

Topic: Apple

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  • All the companies do it

    I see no problem with writing outrageous ad copy.
    The big difference that I've witnessed is that the
    Apple faithful truly believe that Apple products
    are magical, revolutionary, and innovative. The
    RDF prevents them from sorting out what the rest
    of us know is marketing speak from the reality of
    the situation.
    • Your comments are logical and accurate ... but from my perspective ...

      I see a device that is as easy to use as any common electronic device
      ... from a humble TV remote control to the kitchen top telephone

      Yes, I know, those gadgets are not very high tech but consider this ...
      working with senior citizens that just didn't have the good fortune of
      living during the "computer era" and would never touch a keyboard or
      use a mouse or trackpad (considering all that hardware and software
      just too confusing) have expressed genuine interest over the device
      after I exposed them to the some of the videos now available to the
      general public and my iPod Touch.

      Building a device that can perform all the functions that the iPad can
      do and making it so easy and uncomplicated that anyone ... ANYONE
      ... can instinctively use it after only the most brief introduction ... is
      magical by any definition of the word.

      No one else has built a device like this before.

      Now ... I don't think that the iPad is revolutionary although a tablet
      concept based on the Apple model might revolutionize how school
      text books are used and class subject material presented in the future
      ... such that a laptop would become unnecessary ... might qualify for
      that lofty praise ... but only time will tell.

      Just think ... picture the future school room where only a desk with a
      docking station (perhaps with keyboard attached via the Apple model)
      is needed for the student. And the only item required by the student
      would be a tablet computer. No books to carry ... no pens ... no
      paper. And a tablet device ... by its very nature ... is a mobile device
      ... so that field trips could become a fantastic learning experience.

      Yes ... I know that the above is "pie-in-the-sky" concept but that's
      just the point. Apple products inspire a person to dream ... dream
      what can be. They inspire a passion to embrace new technology
      rather than a consecrative "wait and see" attitude.

      Be honest ... did the unveiling of the PC tablet concept at CES by
      Microsoft and its hardware partners invoke as much passion ... either
      for or against ... as the Apple iPad did? Be honest.

      Well ... there you have it in a nutshell ... Some call it "Hype". Some call
      it "drinking the cool aid". Some call it "Hyperbole".

      But the spirit that drives a person to buy an Apple product is so
      beyond a "reality distortion field" effect.

      By the way ... I wish Microsoft would produce a product that instill
      such passion ... it would be good for America and the world.
      • Be honest

        You think it has a unicorn inside, don't you?

        It's magical...
        • No ... not a unicorn ...

          A unicorn is way to big to fit inside the iPad! Personally, I go for those
          crazy little guys in the locker (Men in Black 2) as a more likely possibility.
      • "working with senior citizens" ....

        "have expressed genuine interest over the device after I exposed them to the some of the videos now available to the general public"

        Hmmmm. Did you also expose them to the fact that every damn thing they download to the device is going to cost them part of that hard earned retirement or SS check they get every month? Get them a notebook with a 17" Screen and all the free content they can handle via the rest home's WIFI. Mac or PC, doesn't matter, just not this waste of money.
        • Some details were omitted, I admit.

          Actually, I'm a "baby boomer" myself but to answer your question ...
          No, I didn't tell them the cost involved. Well, actually the post
          ownership cost of any optional downloaded software or informational
          content that you cited in your post. The persons I spoke with knew
          and understood the projected initial cost of the iPad. But your points
          are good and well taken.

          And I understand your concern for fiscal responsibility. But I also
          understand the most human need for excitement or to experience
          "something new". And I understand the look I saw in their faces as
          they were shown the videos of the iPad and as they used my iPod

          Enough said.
          • "human need for excitement or to experience "something new"

            I have been dealing with IBM compatible machines for years (since late 70's) and even owned a retail computer shop for years, which my wife helped me run. We rarely had anything to do with Apple products, but when we did my wife was never impressed with them.

            However, last night while watching the NBC news she saw the short story they did on the product launch and decided then and there she WANTED one, it was COOL. So I understand the excitement this thing has caused around the world.

            I will, however, wait for USB/SD interfaces and a camera before I invest in one.
          • Good post.

            Interesting ... much like you, I'm torn between waiting for the second
            generation model or going with the new. That goes for any
            generation 1 tech product. (I remember all too well the enormous
            difference between the gen 1 and gen2 iPhone products ... gen 2 was
            SO much better! In fact, I bought the gen 2 iPod Touch product myself
            and skipped the gen 1 version. Still don't have the iPhone or any
            smartphone for that matter. My trusty Razor still works fine.)

            However, I sort of want to get into the SDK experience so I might just
            purchase the "el cheap o" version of the gen 1 iPad. And when the gen
            2 version arrives in 12 months, give the gen 1 model to my sister's 12
            year old princess ... she really is adorable ... and get the newer version
            for myself ... but this uncle digresses.
          • USB/SD . . .

            I think you're gonna wait for a long time, considering that no one's even attempted that yet for the iPhone nor the Touch . . .

            Apple doesn't want them, so they don't exist. Even as third party devices . . .
          • Then I will never buy one, simple as that. (nt)

          • A lot of others have already done it...

            USB/SD is a great idea for a tablet...and should have been added to that AND the iPhone. Other smart phones have already have them for a while, Like Motorola's Cliq and Zune, just to name a few...

            Apple's designers are behind the times idiots when it comes to technology, while their advertising group are geniuses, selling their crap to the unsuspecting morons out their who fall for the hype.
      • And a couple of years from now

        You'll see an iPad with all/most of the features that the h8trs are bitching about, and at a lower price. It's iPhone all over again. There will be a million+ early adopters, then there will be the rest of us. I see this as only a feature or two away from being the perfect "road warrior" machine for me for business travel. I'm starting to get a bit paranoid about carrying "my whole life" with me on my laptop - in the era of ignorant (or malicious) TSA and Customs agents. I don't see iPad as a "throwaway device" but I'll cry a lot less if it's lost, broken, stolen, or confiscated by an overzealous authority figure.
      • Classroom? No...

        Honestly, I wouldn't want this device for my
        school child. I would want something more
        pointed. Kids are already easily distracted;
        can you imagine them playing games or surfing
        the web while they're supposed to be following
        along in a text? As boring as you may consider
        it, I would think the Kindle DX or similarly
        pointed reader would be more beneficial. They
        can read their text (or their books) to their
        heart's content - and that's IT.
        • The classic "Build to the lowest common denominator" argument.

          Your post highlighted a classic argument.

          But before I comment on that, let me state that I would not
          particularly care (as a parent footing the bills) to have a pre-middle
          school child entrusted with such a tablet device.

          First ... I doubt the iPad or its like would last too long in the hands of
          most children under the age of ten on a daily basis. (Note: I don't
          expect any school system to supply a computer or tablet device to
          every student ... they don't do that now! I would expect that the cost
          of a tablet device to be incurred by the parents or the student

          Second ... I must agree with your "kids will be kids" observation.
          Although I have never taught elementary or middle school children, I
          did volunteer to teach a one hour "Junior Achievement" business
          awareness class (lasting 12 weeks or so) to several classes of middle
          school 12 year olds. Even exposed to that environment for such a
          brief time, I gained an enormous respect for our teachers. Just their
          skill at maintaining a ordered learning environment is impressive. I'm
          not saying the "little darlings" were "hyper" all of the time ... far from
          that worst case scenario ... but I can see where the necessary adult
          skills to maintain focus were "somewhat" lacking or undeveloped.

          Still ... from middle school on, I would trust the students ... under a
          carefully controlled academic environment ... to use a tablet and gain
          a much richer learning experience.

          For children ten or under, a rugged Kindle type ebook reader might
          be a far better choice than a full fledged iPad tablet design. (Although
          a multi touch interface that the iPad uses would be so intuitive for
          younger children.)

          However .. don't underestimate our children's abilities. I know my
          sister's two kids were very computer literate by the time they were
          eight years old ... they are and they belong to an amazing generation
          that should be given the tools and freedom to fully develop their
      • No one else has built a device like this before?

        Surely you jest - do you get out at all?
        • I stand by my observation.

          OK ... name me one non-Apple device that did not require a stylus, a
          track ball, a track pad, a mouse or a physical keyboard to access all the
          information that the iPad can. A do that on a 10" color display and have
          a battery life of 10 hours.
      • You're dreaming and misguided

        I'm all for touchscreen technology but don't believe this is it, though maybe the next iteration. For me it MUST have a keyboard for all the typing stuff and that has to seriously limit it's practical use. Yes it will be great for surfing and yes it may be good for Apple apps, who knows.

        BUT what is there to say it'll be any use for students, or any sector? It's an internet toy at the moment as far as I can see. How would it fair with Word, Excel, Photoshop and the Apple/opensource equivalents for 'real' useability. I'd need to see it in a normal environment to even consider your rose tinted vision.

        Fujitsu, HP, and others have had far more versatile tablets for years that failed to catch on in the business world.. this will catch on for the browsing in the lounge but I can't see it offering anything for business users, or replacing home PCs/MAcs etc. It might even help my home AV by offering web control of my gadgets but that would be one hell of a priced remote control.

        The jury is out in this household.
        • Dreaming? Definitely. Misguided? ... I don't think so.

          At least, not misguided over the potential for this device to change
          how we interact with information. And I'm not the only person who
          believes this ... heck, just look at the opinions from most of the
          professional Bloggers just on ZDNet to note a similar viewpoint.

          I agree with you that the second, third or fourth generation of this
          device will be vastly improved. But that's just the point ... that you
          and I can actually envision a future second and possible a third and
          fourth generation iPad product. I don't believe the tablet form for a
          personal computer will now "go away" after this. Or fail to become a
          mainstream product platform. If anything, the rest of the Industry will
          try to emulate Apple's design in much the same way Google and even
          BlackBerry have tried to emulate the iPhone.

          And ... after a career using just about every major personal computing
          platform available, I don't believe I view things completely through
          rose tinted spectacles. (I really do miss my Commodore Amiga era.
          Although I couldn't afford it at the time, the Amiga - NewTek video
          Toaster combo can still do things that Apple and Microsoft presently
          only dream of doing. For video multimedia work, I chose Scala ... but I

          To prove the above point, any device that fails to run Flash based
          internet content (for whatever political reason) reduces the user
          experience considerably. For that reason ... and that reason only ...
          the iPad would not be a viable option for a personal computing device
          regardless of how good it might be.

          As for compatibility with the Microsoft Office Suite of applications
          (which I have as well ... one has to love virtualization software), Steve
          Jobs has gone on record as stating that the iPad office suite will
          import and export to the Microsoft Office Suite format.

          From personal experience, the only Excel spreadsheets that have
          failed to be imported correctly into an Apple's "Numbers" spreadsheet
          program were sophisticated Excel spreadsheets utilizing visual basic
          sub routines (among other things ... I am a retired corporate
          automotive engineer and yes ... I do know "some" Microsoft Visual
          Basic and .Net programming skills). As for Word and PowerPoint
          presentations, I have not experienced any cross platform migration
          problems. Believe it or not, PowerPoint Presentations run easier under
          Keynote than they do under PowerPoint ... go figure. Not better, mind
          you ... both programs produce the same end result ... just easier to
          work with and present.

          As for Photoshop ... hey ... that's what a laptop or desktop will be
          used for. However, an artist drawing program demoed during the iPad
          unveiling did show some promise. Since the iPad can display graphics
          rather well, I don't foresee a technical problem preventing Adobe from
          porting this program to the iPad platform. (I do see several practical
          and some political reasons why Adobe would choose not to. At any
          rate, I'm sure there will be several apps created to handle and
          manipulate photoshop files on the iPad platform in the future.) And,
          for a few extra dollars, there are vendors able to supply a stylus input
          device that will work on the iPad ... just as their stylus products
          currently work on the iPhone/iPod Touch platform.

          By the way...the demoed iPad calendar, email and appointment apps
          look really slick. I wish I would have had an iPad type tablet during
          my Corporate days ... my Franklin Day planner was getting a little
          "long in the tooth" ... and heavy ... to log around with on a daily basis
          let alone lugging a laptop with me on top of that.

          Your views on its home use as an AV optional gadget are correct.
          However, you did fail to mention its potential to stream TV and video
          content. (There is an app designed to integrate Slingbox and the
          iphone/iPod Touch. I have recently read that EyeTV and another
          similar app can accomplish the same feat of streaming video content
          to Apple products.)

          Which, of course, brings us to the topic of "Apps". The ace in the hole.
          With third party Apps, the iPad becomes a very good customized user
          device. A person doesn't need to download thousands of available
          apps ... there is not time in any person's lifetime to use or experience
          the whole "App Universe" ... just the ones that benefit him.

          For that reason only, the iPad becomes an instant legitimized
          computing platform.

          Now ... for the bottom line ... I won't back down on my assessment of
          its future impact on our educational system. It may take longer than I
          think but it will happen.

          Will the iPad (or its future PC / Linux "brothers") become a common
          device? I think it will be as common as MP3 devices. Its only going to
          be a question on "Who" produces them. And, as of today, Apple
          seems to be the front runner.

          By the way ... I enjoyed your post and viewpoints. It made for a good

          Oh ... one final minor point. The iPad will work with an external
          bluetooth enabled keyboard. (I personally use Microsoft's BlueTooth
          Mobile Keyboard 6000. I like it better than the Apple product and the
          MS Keyboard comes with a detached numeric keypad unit-for me, a
          "deal maker".) I sort of figure, if a person needs to type more words
          than even this post has, an external keyboard is required. For all
          other uses ... such as internet search inquires, email usage or minor
          note taking, the Apple virtual keyboard should prove more than
    • But they are magical!

      Every time someone mentions one, a bunch of trolls
      appear! If that's not magic, I don't know what is!
      • Don't be so hard on yourself

        You aren't a troll.