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I agree mostly with your theory of iPad, but I believe it is Apple Product Marketing’s job to lay that out very clearly, if not explicitly, but they have not in

I agree mostly with your theory of iPad, but I believe it is Apple Product Marketing’s job to lay that out very clearly, if not explicitly, but they have not in my opinion. The messaging about “Pro” iPads makes the platform aspire to replace your Mac, but in practice I see iPad as a field computer for environments where a Mac is simply inappropriate.

m463 6y ago
> it is Apple Product Marketing’s job Actually, Marketing's job is not that. The job of marketing is to tell half the story, and that is the favorable half. If marketing is selling a pickup truck, it should tell you that it can carry stuff in the bed, more than before and it will be easy for you to carry it. They won't say people rarely carry stuff in the bed, that you should really rent a truck when moving a refrigerator or moving your house, and that a sedan is more practical. They should not open their mouth, unless it is to say you are really a pickup truck person and your dreams are tied up in this pickup.
- lisperforlife 6y ago
  This. The most underrated comment. :-)
- ghaff 6y ago
  And Apple clearly pitches the iPad towards creative types, not just consumers, but mostly draw rather than code or otherwise type. (And they don't emphasize that you probably can't begin to draw like all the artists effortlessly doing so in their ads :-))
  - egypturnash 6y ago
    My experience as a pro artist is that it takes about five years of directed practice to go from “I like to draw” to “I draw well enough to make a living at it”, followed by another 5-10y to get to “I just sort of move my hand and Art happens without much thought because I have internalized a ton of stuff that I used to have to do on paper”. YMMV.
- shuckles 6y ago
  I think you are conflating marketing and product marketing, which are different functions at Apple.
snowwrestler 6y ago
I think Apple does lay it out very clearly in their iPad marketing. They consistently show people doing two categories of work: Creative, meant the way an ad agency uses the word: graphic design, video production, photo editing, desktop publishing, etc. Office work: reading and writing emails, reviewing and editing and signing documents, messaging, etc. I can’t remember any product marketing that even implies the iPad is a platform for coding. I think developers get hung up on the word “Pro,” thinking it refers to them. But in Apple’s world, “Pro” has covered a wide range of professions and often leans more toward the “creative arts” as listed above.
therealx 6y ago
I remember hearing that Apple interally explicity will not go out of their way to avoid one product canabolizing another. If that happens, so be it.

m463 6y ago

> it is Apple Product Marketing’s job Actually, Marketing's job is not that. The job of marketing is to tell half the story, and that is the favorable half. If marketing is selling a pickup truck, it should tell you that it can carry stuff in the bed, more than before and it will be easy for you to carry it. They won't say people rarely carry stuff in the bed, that you should really rent a truck when moving a refrigerator or moving your house, and that a sedan is more practical. They should not open their mouth, unless it is to say you are really a pickup truck person and your dreams are tied up in this pickup.

lisperforlife 6y ago
This. The most underrated comment. :-)
ghaff 6y ago
And Apple clearly pitches the iPad towards creative types, not just consumers, but mostly draw rather than code or otherwise type. (And they don't emphasize that you probably can't begin to draw like all the artists effortlessly doing so in their ads :-))
- egypturnash 6y ago
  My experience as a pro artist is that it takes about five years of directed practice to go from “I like to draw” to “I draw well enough to make a living at it”, followed by another 5-10y to get to “I just sort of move my hand and Art happens without much thought because I have internalized a ton of stuff that I used to have to do on paper”. YMMV.
shuckles 6y ago
I think you are conflating marketing and product marketing, which are different functions at Apple.

snowwrestler 6y ago

I think Apple does lay it out very clearly in their iPad marketing. They consistently show people doing two categories of work: Creative, meant the way an ad agency uses the word: graphic design, video production, photo editing, desktop publishing, etc. Office work: reading and writing emails, reviewing and editing and signing documents, messaging, etc. I can’t remember any product marketing that even implies the iPad is a platform for coding. I think developers get hung up on the word “Pro,” thinking it refers to them. But in Apple’s world, “Pro” has covered a wide range of professions and often leans more toward the “creative arts” as listed above.

therealx 6y ago

I remember hearing that Apple interally explicity will not go out of their way to avoid one product canabolizing another. If that happens, so be it.