eWEEK content and product recommendations are editorially independent. We may make money when you click on links to our partners. Learn More.
When the iPad 2 launched March 11, just about everyone knew the tablet would sell extremely well. After all, it was coming off the success of its predecessor and it had Apple’s logo on it. In most cases, that’s enough for any device to be a success.
But few thought that the iPad2 would be as successful as it seems to be. According to one analyst, Apple may have sold up to 1 million iPad 2 units in the device’s first weekend of availability. Officials with technology retailer Best Buy said that in some stores, their stock ran out in 10 minutes. Apple’s online-ordering page says the iPad 2 won’t be available for four weeks to those who buy one online now. By all measures, the iPad 2 has been a blockbuster hit.
But why has the iPad 2 been such a success? Read on to find out.
1. The cameras matter
It’s clear now that the addition of both a front– and rear–facing camera to the iPad2 has been a key selling point to consumers. The original iPad lacked cameras, making the device a tad less appealing than some of its competitors, like the Samsung Galaxy Tab and Motorola Xoom, both of which offer dual cameras. Plus, with FaceTime support now available on the iPhone, iPod Touch and Macs, in addition to the iPad 2, consumers are seeing a lot of value in Apple’s video conferencing feature.
2. Pricing
When Apple CEO Steve Jobs announced the iPad 2 March 2, he made it clear to consumers that the latest tablet would be offered at the same price as its predecessor. The cheapest iPad 2 retails for $499; the most expensive option goes for $829. At those prices, five out of the six versions of the iPad 2 are cheaper than its chief competitor, the Motorola Xoom. It hits every price point, and along the way, it makes for a far more affordable option for people on any budget.
3. Steve Jobs’ hype
When Jobs said in January that he would be taking a medical leave of absence, some wondered if he would ever come back. But at the March 2 event unveiling the iPad 2, he did just that. And because of that, much more light was shone on that event than would have otherwise been there. The hype machine was going full throttle, and millions around the United States learned of all the benefits of owning an iPad 2 as they also heard about Jobs’ health status. It was an extremely savvy move, and by the looks of things, it paid off in a big way.
4. The online sellout helped
It didn‘t take long for the iPad2 to sell out on Apple‘s Website. It also didn’t take long for reports on that sellout to reach the mass audience. Whenever supply shortages become known to the public, it usually means good things for companies. Consumers think the device is more valuable than they had originally thought, those sitting on the fence are more likely to go out and buy the device, and all those sellouts remain in the headlines for quite some time. Apple benefited greatly from the sellouts.
White iPad, Perfect Timing
5. The white iPad
When Apple announced the iPhone 4, the company promised a white version of the device. The only issue is, that model has yet to hit store shelves. The white iPad 2, on the other hand, was available on launch day. Chances are, the white version appealed to a large group of customers who were tired of the same old black finish, and it’s likely that it only helped Apple sell more tablet units.
6. They don’t know about the Motorola Xoom
Over the past several weeks, Motorola has done a fine job of advertising the Xoom, its 10.1-inch tablet that runs Android 3.0 “Honeycomb.” The only issue is, advertising wasn’t as successful as it could have been and not enough people know about the features the device offers. That opening was enough for Apple to capitalize on, and going forward, it seems that the chances of the Xoom coming close to matching iPad 2 sales figures are slim, to say the least.
7. The original iPad looked obsolete
Those who owned the original iPad were forced to look at all the updates Apple made to the tablet-including adding dual cameras and a slimmer, lighter body-and question whether the device they owned was enough for them any longer. Based on the reported sales figures, quite a few people seemingly believed it wasn’t.
Apple’s strategy of updating devices each year has proved extremely successful. It knows how to deliver what people really want without giving customers everything. By doing so, it attracts both new and old customers that push its sales figures higher each year.
8. New buyers are ready to join the market
According to one report, a whopping70 percent of all iPad2 buyers were new to the tablet market. That’s an extremely important figure. It means that a growing number of people are seeing value in Apple’s tablet. Plus, it means that going forward, Apple will enjoy even more success as all those newcomers who couldn’t get the iPad 2 on launch day pick up a unit in the coming weeks and months.
9. Allow history to be the guide
Apple’s unit sales of mobile devices have been growing since the company first launched the iPhone. In 2008 alone, research firm Gartner found that iPhone sales were up 245 percent, compared with the prior year. Moreover, at the end of Apple’s 2010 fiscal year in September, the company reported that it sold nearly 74 million iPhones since its launch in 2007. Earlier this month, it revealed that it has now sold more than 100 million units. Considering Apple sold 15 million iPad units last year and could have sold up to 1 million iPad 2 units in a single weekend, it seems history is repeating itself.
10. The timing was perfect
Once again, Apple timed the launch of its tablet perfectly. Rather than wait until the summer when several tablets would be on store shelves competing against the original iPad for months, Apple offered up its iPad 2 before many of its rivals had a chance to release their devices. That move effectively cut off any advantage the competition might have thought it had. Even worse for those vendors, it probably cut off their ability to sell as many devices as they had hoped.