How Apple Inspired A Fightback Against the Tablet

November 20, 2010 by  
Filed under Features & Editorials

Could this be one of the big stories of 2011? Will the biggest challenge to the iPad be the actions of Apple itself? If you enjoy this, find the full editorial on TrustedReviews here.


How Apple Inspired A Fightback Against the Tablet

The technology sector is full of famous U-turns, but could Steve Jobs’ decision to stop trashing 11in laptops and build an 11.6in MacBook Air come back to haunt him? In particular could it cannibalise the tablet sector Apple has worked so hard to ignite?

The early signs are yes, something which has had industry experts hastily performing U-turns of their own. The common argument throughout 2010 has been netbooks have seen their day and the iPad is responsible – a simple deduction of 1 + 1 = 5. Truth is the iPad has shown a greater appetite for the iPod touch and netbooks have declined because a) having shipped 100s of millions of units in the last 18 months owners aren’t ready to upgrade again, and b) netbooks were horribly mis-sold as small laptops which turned many less techy owners off buying another one.

This realisation is starting to kick in as only last week market watcher ChangeWave admitted netbook sales were down, but as The Register reports, “not necessarily in the wake of the iPad’s introduction”. Let’s put this in further context. Apple sold 7.5m iPads in its first six months on sale, actually missing industry forecasts. By contrast netbook sales were on target to sell almost 60m this year despite a huge drop-off in growth. The iPad isn’t killing netbooks, netbooks are doing a fine job of killing themselves and the 11in laptop looks set to prey on both.


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