But what about the humanities? Part 1, part 2
Today, we invite you to read the translation of the second of a series of articles written by Ben Thompson, creator of Site stratechery.com. A great admirer of Apple joined the camp dissatisfied with the recent presentation of the iPad and said that it made him so sharply change point of view. As part of the series, he shares his impressions of the presentation, he expresses an opinion regarding the rapidly changing course, and Apple makes the true purpose and iPad future findings.
Christina Warren did not agree with my article "What about the humanities?" (Part 1, Part 2):
To all this I can only say the only way. Here - the best promotional video Apple for many years, perhaps - for a decade. He was released in April 2013. This advertising - actually perfect in all respects, and it is all dedicated to the history of life. This incarnation of the living, real emotions and feelings.
So really, we can conclude that the humanities have left Apple's, just seeing one ad, the purpose of which was to demonstrate modern design iPad Air? Are you serious?
Unfortunately, I was conceived absolutely wrong, and besides Warren strongly distorts my argument.
I expressed my dissatisfaction with regards to not one iPad Air specific advertising, and all the ideas and concepts in general. It was all about Apple's, since the video title, and ending with posters Eddy Cue - one big self-glorification. What is really missing is the story of how ordinary people can use Apple products in their daily lives (video Life on iPad - really an exception. The only exception).
All I wrote concerned the iPad, rather than the iPhone. I wrote an advertising campaign iPhone - is full of great ideas and is made with the expectation of the people. Moreover, I think, Apple is doing really amazing things in regard to the Mac, raising the quality of software, and lowering the price, now that Windows is most vulnerable in terms of the number consumers.
iPad - here at which there is no focus on people and their needs (in fact, as noted by Pawan Rayam, Apple did not make any demonstration directly on the stage for the iPad this year). The difference in the clarity and specificity between the iPhone strategy (increasing value as the actual or market) and what is happening with the iPad - expressed in vivid contrast between the consumer-oriented advertising, which we cited the example of Warren, and abstract advertising iPad roller Air.
But the bigger problem is the misunderstanding of my mention of the humanities. I did not mean specifically the history of human life or the lack of them, although this symptom. I have not spoken much about the advertisement or emotion, but rather the fact that the question on who is responsible free art - is "Why".
Presentation of the answer to "What" and "How" about the iPad, but nothing has been said with regards to the "Why". Why there is iPad? Why the buyer should buy it? Why is it important? Answers to these questions can not be found in the annual income statement or focus groups. These are such ways as experience, understanding of life and philosophy - that is something with which interact humanities.
Moreover, it is not just a rhetorical question. And Tim Cook himself showed why they are so important.
The line does not look very impressive for such a truly revolutionary product as a iPad 1. For the consumer is not obvious what the iPad and why it is important.
This is what distinguishes the iPad, and the latest presentation harder to prove it. Phone and computer - this magnitude. They are necessary. And no one needs to explain. That is why, Apple keeps us brilliantly answers the question "What is" where it comes to the design, and the "How" when it comes to technical equipment. However, iPad is always different from the others, being not just a new product, a new category products. And about the iPad, we need to know more than just how it looks and what are its characteristics, we need to know "What for”.
In the world there are no specialists who can better answer the question "What" than Johnny Ive and no one understands "as" the best of Tim Cook. But who now answer the question in Apple's "Why"?
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The third article in the series will be published tomorrow, but for now, read propose to discuss whether iPad deserves, which, in essence, created a segment of tablet computers on the market, a specific approach? Is it possible to agree with those who consider him a "little brother" of the computer, or "elder brother" of the smartphone? Do you have iPad and why you bought it? How it changed your life? Maybe not changed at all and has long been gathering dust somewhere in a corner, because you can not find it for the application? To express their opinion in the comments.
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