How did Apple's Marketing team get it so wrong?

[elgrecomac]

Apple is an extraordinary company. It makes great products and has, for years, sold them at a premium over their competitors due to the quality and hype/buzz they create about their products.

Now comes a tablet device that may be extremely successful in the long run but the field will be cluttered with likes of HP and others. But they have priced it to compete so we shall see what the market will handle.

As for they legendary Marketing team, how could they get the name of a device so wrong? "Mac' was and still is a great brand. Then the whole 'i' generation of devices came along and that brand is terrific. So in keeping with an 'i' theme, the decided to call their tablet device a 'iPad' and the jokes on the internet, TV, blogs, and newspapers are all laughing at the 'iPad'. I am not here to repeat the jokes I've already heard on MadTV and others, but I am questioning the Marketing team's decision-making process. What could they have possibly been thinking? How could they, with their focus groups, think tank discussion and extensive review process, not realized they were making a mistake? Now some may say that even bad 'press' is good 'press' but, in this case, I think the folks at Apple make be scratching their collective heads about it.

 

[Gav2k]

Same was said about the iPhone what's your point?

 

[colmaclean]

I have no problems with the name, it was my preferred option, even.

Then again I have minimal contact with female hygiene products (apart from being sent for a box when she runs out).

 

[ditzy]

I absolutely love the product, but I have to say the name is awful. But if Nintendo can get away with Wii...

 

[markcres]

To be honest...I don't see the name making any difference.

If (like me) you are a man - then iPad just makes me think of a digital pad/notebook/book etc.

If you are a schoolgirl then maybe you will smirk at the name... but I'm sure most women (as opposed to girls) are mature and smart enough not to let the name stop them buying the device.

In any case... it will only be an issue for puerile and childish English speakers...but there are millions of people in the world who don't speak English and so the name itself will not mean anything

 

[DaLurker]

I agree that its a stupid name. What would be interesting to see, and perhaps can be a measure of Apple's success, is whether the cultural connotations associated with the word Pad will change.

On another note, considering the intent of this the iPad is to be an international product the name outside of North America should be less contentious.

 

[jbro1999]

This is perfect marketing. You're discussing it aren't you? Can't get better than word of mouth.

 

[colmaclean]

Which came first - the paper, helicopter or sanitary pad?

 

[vassillios]

To be honest...I don't see the name making any difference.

If (like me) you are a man - then iPad just makes me think of a digital pad/notebook/book etc.

If you are a schoolgirl then maybe you will smirk at the name... but I'm sure most women (as opposed to girls) are mature and smart enough not to let the name stop them buying the device.

In any case... it will only be an issue for puerile and childish English speakers...but there are millions of people in the world who don't speak English and so the name itself will not mean anything

I agree. It's connotation is sound, it's like a pad of paper...clean, clear and anything can happen.

Just imagine if they used iSlate...just imagine the forum chatter.

 

[vassillios]

Which came first - the paper, helicopter or sanitary pad?

maybe the frog

 

[elgrecomac]

To be honest...I don't see the name making any difference.

If (like me) you are a man - then iPad just makes me think of a digital pad/notebook/book etc.

If you are a schoolgirl then maybe you will smirk at the name... but I'm sure most women (as opposed to girls) are mature and smart enough not to let the name stop them buying the device.

Interesting comment. My wife and her girlfriends were laughing at the possibility of a 64 Gb 'Maxi'. And I spoke with other women who were also laughing at the name. Perhaps its not as simple as you describe....

 

[AndyGordon]

I agree that its a stupid name. What would be interesting to see, and perhaps can be a measure of Apple's success, is whether the cultural connotations associated with the word Pad will change.

On another note, considering the intent of this the iPad is to be an international product the name outside of North America should be less contentious.

Small point really, but last time I checked, english is spoken way beyond just North America

 

[colmaclean]

maybe the frog

The French again...

 

[rdowns]

As for they legendary Marketing team, how could they get the name of a device so wrong? "Mac' was and still is a great brand.

Any marketing genius would know that it couldn't be marketed under the Mac name because it's NOT A MAC.

 

[colmaclean]

Any marketing genius would know that it couldn't be marketed under the Mac name because it's NOT A MAC.

Conversely, the iBook was a Mac.

At least all the iPad haters on here can start rumours about the MacPad - and so the cycle continues.

 

[admanimal]

Conversely, the iBook was a Mac.

Of course at the time, all of Apple's laptops were "books" and only the desktops had Mac in the name.

 

[Julien]

This is perfect marketing. You're discussing it aren't you? Can't get better than word of mouth.

Exactly, the more jokes made the more it's perceived as being mainstream.

 

[dscuber9000]

I'm having flashbacks to when Nintendo announced the name of their next console is going to be "Wii." Everyone freaked out, everyone talked about it, and the Wii ended up getting far more attention than its competitors. And look how that turned out.

Apple is not stupid. They know "pad" has more than one definition. They stuck with the name for a reason.

 

[spenner]

Better than the new Microsoft Tablet, iCrap!

 

[drjsway]

A name's only stupid until you get used to it.

Some examples:

iPod
iMac
iPhone - sounds like a toy phone for toddlers

Even Macintosh or Mac itself is a horrible name for a computer.

One of the biggest tech companies is called Google for christ sakes!

 

[DaLurker]

Small point really, but last time I checked, english is spoken way beyond just North America

Agreed, but not all cultures use the same slang to represent Pad as a feminine hygiene product.

 

[Dont Hurt Me]

People have to realize that Apple will continue to improve the pad making people want the latest greatest one. Its Apples way, look at Macs,Pods etc. they allways introduce something only to later introduce something better

 

[Julien]

A name's only stupid until you get used to it.

Some examples:

iPod
iMac
iPhone - sounds like a toy phone for toddlers

Even Macintosh or Mac itself is a horrible name for a computer.

One of the biggest tech companies is called Google for christ sakes!

Just like iPod was considered a bad name (and product for that matter) in a couple of years iPad will become part of the lexicon.

 

[iJeremy]

Newton

The name may also be inspired by their first PDA / tablet device, the "MessagePad" which ran the Newton OS.

 

[MacDawg]

All the hoopla and negativity over the name is temporary and will fade quickly, just like with iPod and iPhone
In the end, if the product sells and performs, it will become iconic

Woof, Woof - Dawg