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4 Takeaways from Apple’s iPad 3 Event
03/08/2012 4:27 pm EST
It’s very useful to read between the gadgets, because the company’s product releases tell the clearest story of its future strategy, writes MoneyShow’s Jim Jubak, also of Jubak’s Picks.
By now every techno geek in the known universe has weighed in on what everyone but Apple (AAPL) calls the iPad 3.
The general impression I get from reading the comments is the rather typical wish that Apple had done more. The quad-core processor isn’t as fast as the one on the iPhone. Apple didn’t significantly reduce the weight of the new iPad. The form looks the same as the current iPad. There’s even the wishful longing for Siri to talk to.
What interests me, however, about the iPad—since I’m a geek of a different color—is what it tells us about Apple’s competitive strategy.
I’ve reached four conclusions:
- The most expensive iPad 3—the one that includes 4G capabilities and will sell for $629 to $829—is directed more toward Apple’s reselling partners, Verizon (VZ) and AT&T (T), than it is to the marketplace.
These two companies are in the middle of a very expensive buildout of their 4G/LTE next-generation networks, and that capital spending will pay off for the wireless companies only if it attracts the kind of gigabyte-chomping user that the top end of the iPad line will appeal to.
I’d be amazed if the 4G versions take more than 10% of iPad sales, but the product is designed to let the wireless companies show off what their new networks can do. (And to prevent any Google (GOOG) Android or Microsoft (MSFT) tablet from capturing the high end of cool.)
- With the introduction of the iPad 3 at $499 for the WiFi version, Apple is lowering the price of the iPad 2 to $399.
That closes the price gap with Amazon’s (AMZN) Kindle Fire at $199—but at $399, Apple is still making money.
The price point says that Apple does feel the need to respond to the Kindle Fire—at $399, some potential Kindle buyers will decide to move up to the iPad 2 instead—but it also says that it doesn’t feel any incredible urgency to step up the fight now.
- A new, bigger, better Apple TV is on the way.
The step up in the iPad 3 screen to the 1080p standard that matches HDTV means that users of the iPad 3 will be able to view content on this device and on any future Apple TV set in the same HD format—and it will all be downloadable from iCloud.
In today’s mini-announcement of changes in Apple TV, the company kept the device basically unchanged, except for adding a new processor that will let it handle, you guessed it, 1080p HD content.
- I’m more convinced than ever after the Apple TV mini-announcement Apple made that I know what the company is planning to do with a big chunk of its $100 billion in cash—buy more content for AppleTV and iTunes.
OK, now Apple has Apple TV that can stream HD content, and the iPad 3 that can stream HD content, but the sources of that streaming are limited to the Netflix (NFLX) library, to some sports, and to iTunes. The content at iTunes just isn’t complete enough to make AppleTV work in the marketplace.
The product needs access to more of the stuff that’s still controlled by the networks, by cable, and by the studios. Getting content deals from those folks isn’t all that hard, but it can be expensive. If you’re looking for a way for Apple to spend its cash to create a competitive advantage, this is it.
Think about the most effective way to counter the Kindle Fire—it’s not by cutting the price of an iPad to $199. It’s by offering more attractive content. The lesson of Apple’s App Store all over again.
And that’s my take on the iPad 3 event yesterday, March 7. Apple finished the day up 43 cents a share, or 0.08%.
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