"One More Thing"

Like us, you almost certainly heard the news from San Francisco on the morning of January 27th. Steve Jobs and Apple, Inc. unveiled their newest product category, the iPad, to a packed house of journalists, bloggers, developers and Apple employees.  iPad picks up where iPhone left off.  It employs the same philosophies as its smaller brother and even runs the same operating system. With the 10” screen area, though, comes room for a faster chipset, a powerful battery, several wireless options and a large solid state disk for storage.  iPad can run existing iPhone apps, has a full-featured web browser, a new eBook store and reader, great photo browsing and much more. Anything the iPhone does, iPad does better. Many of the tasks people use laptops for on a daily basis can be accomplished on iPad more easily, as well.

But.

The feeling in the air on the morning of the announcement was simply electric. Not just in at the Yerba Buena Center for the Performing Arts, where the event took place, but around the world. An almost indescribable amount of excitement had been built for the Apple Tablet announcement, and all of it without anyone at Apple publicly saying one word about the device prior to the event. Despite the device’s great features, almost unbelievably low starting price point and its imminent release date, something was missing.

The crowd was waiting for the famous Steve Jobs line: One More Thing.  That’s the line that ushered in the PowerBook G4, the PowerMac G5, the Airport wireless base station, the wireless iTunes Store, the iPod Touch and so many other exciting announcements. Up until the very last second of the iPad announcement event, those watching from home and in the audience waited for those words.

But they never came.

Afterward, we began thinking over this missing piece. What was the audience waiting for? Was there supposed to be some universal truth exposed, some absolutely revolutionary interface unfurled? Perhaps so. But those are things that aren’t terribly reasonable to expect, and the absent element seemed rather tangible. The reailty is that we’ve been spoiled by iPhone. Its announcement was a truly historic event, one that will be remembered long after the last of its many knockoffs is dropped off at the landfill. But we so easily forget that when iPhone was announced, there was simply no third party development, at all.  The phone accomplished three main things, as laid out by Mr. Jobs in his opening statements: it was a phone, an iPod and an Internet communications device. Even Web Apps weren’t formally introduced for another half a year, and the App Store a full year later.

It’s since the App Store opened that iPhone’s true potential has been unleashed. When we think back to the iPhone announcement, we see not the device that was presented then, but the device that we use now. That’s the standard that iPad was held against, and that’s why a certain something seemed to be lacking.

That “something” was the apps.  The demonstrations by Major League Baseball, the New York Times and others helped provide the briefest glimpse into the true potential of this product. The power of iPad isn’t in what comes on it, but in what can be made for it later.  It is when products and services, like those of our clients, are reshaped and molded into use on this versatile platform that its true value will be known.

We, together, are the One More Thing. Although it’s slightly less dramatic than Mr. Jobs simply pulling a curtain back, it’s a far sweeter prize in the end. The power is in our hands. Although its name may be iPad, we’ll always think of it as one of its other rumored names: Canvas. Some say there’s nothing more terrifying or thrilling than a blank piece of paper. iPad is the ultimate blank canvas, with the horsepower and communication technologies necessary to power the vision, the multitouch interaction that drives our interactions and the sense of wonder instilled by a device built with such an obvious aura of triumphant joy.

What’s past is, indeed, prologue. Let’s write the first chapter of this exciting story together.

Comments

[Joe Rand]

Great perspective. Love reading your point-of-view.

[Casey]

Thanks, Joe, I really appreciate it. Let's talk when you get a chance!

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