updated 09:30 pm EDT, Thu March 28, 2013
Suggests new campaign with more visual emphasis
Just shy of two weeks after Apple added a "Why You'll Love iPhone" section to the product's showcase on its website, the company has now expanded the theme to the iPad. The iPhone feature page was seen as a response to the (at the time) Samsung Galaxy S4 launch, but now appears to be part of an overall advertising theme that focuses on quality awards, the design of the hardware, the display quality, battery life, camera and the App Store ecosystem. On both the iPhone and iPad pages, Apple takes some light shots at its competition.
As with the iPhone page, the "Why You'll Love iPad" page mostly touts its main selling points with clear, short writing and large, clear visuals in a very consumer-friendly format (that will swiftly be copied, most likely). Unlike the "Why You'll Love iPhone" page, however, the iPad version treats the two products -- the full-size (9.7 inch) and mini version (7.9 inch) -- as one family, whereas the "Why iPhone" page highlights only the iPhone 5. The iPad page touts the fact that the iPad has still not been equalled, notes its JD Power and Associates wins, and mentions that it has more apps built specifically for tablets as well as has compatibility with nearly all iPhone apps.
The page also highlights the built quality of the hardware, brags on the display quality and battery life, and touts its cameras, wireless connectivity options, advanced operating system, iCloud syncing and "support from real people," among other features. It also notes that iPads make up 81 percent of tablet web traffic, and mentions -- possibly for the first time -- that 65 percent of US school districts are "piloting or deploying" iPads.
One other area it mentions is the only part of the page that addresses its competition directly. While inferring earlier that other platforms have tablet apps that are "merely scaled-up versions of phone apps that lack features designed for the larger screen," it is in the section touting the iOS App Store that Apple lands a more solid punch, with the headline "Millions of ways to play, work and learn. From one trusted source." As with the corresponding iPhone page, Apple says that other mobile platforms "have a myriad of fragmented store options -- resulting in availability issues, developer frustration, and security risks."