When we compare customer reported perceptions of the new iPad just weeks after launch with that of the iPad 2 since it’s launch in early 2011, we see that there are gains on a few key areas for Apple and those trying to compete with the iPad. The new Retina display is clearly a delighter for most new iPad owners. Is anyone tired of calling it the new iPad? What do kids as for Christmas later this year? The new iPad that is no longer new? It’s an analyst nightmare… Anyway, the display is clearly a delighter.
Oddly enough, the new processor is not delivering greater perceptions of performance over the iPad 2, meaning all those extra pixels are costly in more ways than one. We are seeing increased complaints about the size/weight, something that plagues iPad customers over other tablets. We are also seeing more negative commentary around price in the face of more serious competition from A
mazon and Barnes and Noble.
The new Camera, equivalent module to what’s on the iPhone 4S, is also a delighter for those hordes of parents using iPads to capture Suzy’s state championship winning homerun or Bobby’s 2 hour monologue in the first grade production of King Lear.
When we look at the daily returns we see overall delight smoothing out meaning that the more recent customers are a bit happier but it will be a while before the new iPad reaches the levels of delight achieved by the iPad 2. The drop in iPad 2 pricing is definitely cannibalizing adoption of the new iPad (3), though we are seeing a shift from iPad 2 buzz to the new iPad.
Watch in the coming days for Argus Insights launch of our first Tablet forecast for the iPad 2. It will be available for purchase at $489 at the new Argus Insights report store launching at the same time.