The iPad Mini: A Compelling Device, But A Confusing Pitch

The iPad mini is a totally new product for Apple. It represents a beautiful juxtaposition of the iPhone’s 4-inch display and the Retina iPad’s larger 10-inch canvas. While the rest of the industry has already shifted its focus to 7-inch tablets, Apple entered uncharted territory for itself today.

Based on what we’ve seen, the iPad mini looks like a very compelling device. I’m sure Apple will sell bazillions. What I don’t understand is Apple’s pitch for the iPad mini. What purpose does it serve, and what kind of customer is it intended for? There’s no denying that Apple unveiled a great product today, but the purpose of the iPad mini was muddled by a confusing pitch.

I tend to sum a person up in my mind after the first 5 minutes of talking with them. The first impression is always crucial. When Apple’s Phil Schiller introduced the iPad mini earlier today, he initially pitched it by saying, “What can you do with an iPad mini that you can’t already do with the amazing fourth-generation iPad? You can hold it in one hand.”