Gizmodo asks: What would it take for Apple to make a new iPad truly exciting again? Apple’s device is, after all, two years old now, and beyond totally revolutionising tablet computing and bringing with the latest version a display akin to print, it’s now a disappointment, argues Sam Biddle:
The new Apple iPad is kind of a paradox: At the same time it’s both the best possible tablet you can buy, and yet, it’s a disappointment. It retained the crown with an incremental performance bump.
See? (Obligatory link to ‘everything’s amazing right now and nobody’s happy‘.)
Waah, poor us: saddled with a piece of technology so well-executed in its first two iterations that the current generation is a letdown by virtue of not being Earth-shattering. We took a timeout from our tears to wonder: What would make a new iPad truly different, and even amazing?
People not banging on about how the new iPad isn’t amazing, despite the fact it kind of is?
Apple needs something that fundamentally changes the iPad.
As the new iPad’s terrible sales figures prove! (What we need is something that fundamentally changes tech journalism. Possibly involving mandatory lobotomies for many tech journalists.)
It needs something that makes the iPad a different, better sort of object, rather than just a refined one.
Because users and developers love nothing more than established popular platforms becoming moving targets. Just look at Android. Everyone loves Android!
Look, everyone’s a critic. We’re trying some constructive criticism—a wish list of ideas for a new iPad that actually feels new.
I WANT A UNICORN!
Luckily, Gizmodo then produces a list that doesn’t require magic or technology that doesn’t exist. No wait—it does precisely the opposite.
Imagine if the next iPad could run for days without a charge.
Imagine if electricity was free and smelled of strawberries!
Just imagine a subtle solar cell on the iPad’s back that would at least slow the battery drain while you’re using it outside.
Just imagine your iPad turning into the 2012 equivalent of a solar-powered calculator!
And focusing on a more efficient processor instead of a more powerful one would let Apple squeeze extra hours out of your pad—and we’ll take extra hours and days of life over a few aggregate seconds shaved off app launching.
Right up until Apple says it concentrated on the battery over the processor and Gizmodo runs with APPLE STUPID BERKS WITH RUBBISH PROCESSOR SCANDAL MEANS ANDROID WILL WIN.
And then we get “make it indestructible”, “make it flexible”, “improve the camera”, “resist the fingerprints” (OK, I like that one), “kill the Dock connector”, “GO GO GADGET PAGEVIEWS”, all before the wonderful finale:
Apple knows it doesn’t have to do any of this. For now. It can put out a minor upgrade every year and sell millions and millions more iPads—so why try? Because trying is what made Apple the most valuable technology company in the world.
If you’re still reading and your brain hasn’t exploded, here’s what not trying apparently looks like:
- A Retina display considered by many to be among the very best displays that have existed, ever;
- Massive behind-the-scenes improvements in graphics power to ensure the screen doesn’t compromise performance;
- A battery that’s massively more powerful than its predecessor, housed in a case with roughly the same form factor.
“Minor.”
Apple has shown that it can take its best current product (say, an iPhone 3GS), disassemble it, and put it back together as something golden and incredible and worthy of spectacle. Say, an iPhone 4. The step between those two phones was radical. The way the 4 was built, the way it felt, the screen, the camera that was like nothing else—it was dramatic.
I agree. The shift between the iPhone 3GS and the iPhone 4, which was mostly about improved performance, a better camera and the Retina display, really was dramatic.
A fundamental change.
Just like the new iPad. Which. Got. The. Same. Kind. Of. Changes.
After a few more years of institutional incrementalism, these iPad press conferences are going to stop justifying themselves. With enough cautious updates, the iPad will just turn into another thing you can buy. There’s no magic future there. But the magic future is what we all want.
The magic future is what we already have.