Tell me what surprised you: iPad Edition
If someone is about to tell you a long story about a trip they were on, you
should make just one request: "Tell me what surprised you." That simple
query changes the whole nature of the conversation.
For example, we all know the basic stuff about Paris. It has French people.
The food is good. It's pretty. But what surprised you about
Paris? Now there's something we can talk about.1
So. Yes, I got an iPad. And I'll do you a favour: I'll tell you
my surprise.
What surprised me was iBooks.
No, no, iBooks looks and works exactly like in the pictures and ads. It
really is just like that, for better and for worse. That's not the
surprise.
The surprise was that it wasn't installed by default.
Think about that. I had to go to the app store, painfully convince it I was
a U.S. resident, search for "iBooks" ("books" is definitely not good
enough), and download it, all just to get started.
Meanwhile, I downloaded a bunch of other apps. Some of them had ads. Many
of those ads were for the Amazon Kindle app, which is also in the app store,
and also free, and doesn't require me to be American. And I could click on
any of those ads and get straight to app store. Two more taps, and I'm
done.
There weren't any ads for the iBooks app. Anywhere. Thus it was
harder to find out about iBooks, and as hard or harder to download
it, than the Kindle app.
I've been in the computer world for a long time. I've observed Microsoft
and how they do things. Heck, I've observed Apple and how they do
things. And one thing I've seen for sure: bundling and cross-selling
work. If this were Microsoft, they wouldn't have hesitated for a
second to give iBooks a boost by including it with the OS.
But Apple deliberately left it out. iBooks has to compete with
Kindle in the very same app store, with no free publicity (other than being
a "featured" app in some iPad ads and PR).
I can imagine the iBooks team being told that this is it, yes, you can do
your bookstore however you want, but we're not going to make it any easier
on you. You have to be the best bookstore in the world all by yourself,
not just because you tagged along with something that was already great
without you.
Now that is surprising.
For the record, iBooks is doing pretty well so far: it absolutely beats the
snot out of Kindle for the iPhone/iPad in pretty much every way (except book
prices, which are much higher than Amazon's).2
Also interesting to consider is why they allowed this competition with
books, but not with music, movies, and phone calls. Have they had a change
of heart? A secret contractual obligation? Does Steve Jobs really just not
care about books, as he previously claimed?
You might also ask why their Pages, Numbers, and Presentations (or whatever
it's called) apps aren't bundled or cross-sold either; anybody making a word
processor is on equal footing with Apple's iWork team. And there's no
Weather, Stocks, Voice Memos, Clock, or Calculator app included on an iPad
either, even though they were all on the iPhone. The iPad has less
bundled stuff than ever before - the diametric opposite of what Microsoft
has done in any version of Windows, ever.
The rest of the iPad? It's pretty much as expected. I'll spare you.
Footnotes
1 What surprised me about Paris was that, at their fruit stands,
every fruit is arranged with absolute care and precision. Compare to a
typical grocery store in Canada, where fruit is typically dumped into a bin
so you can sort through it yourself. When I think about how much more
time it must take to do it the hard way, yes, it surprises me. How can
they afford to do that? It's magic. (I also had other related observations at the
time.)
2 I won't bother describing the Kindle app's failings in detail.
To get you started, I have just two words for you: page numbers.
Compare them in Kindle vs. iBooks. Someone at Amazon needs to be shot.
Update 2010/05/18: Hmm, jordanlev
wrote to tell me that on his iPad, it popped up a message right away asking
whether he wanted to download iBooks. So maybe they're not playing all that
nice after all. He also linked to an interesting
article about the ebook market by Charlie Stross.
May 18, 2010 23:31