Marketing. Positioning. Put two and two together and you get success. (Generally Speaking)
Apple’s Ipad was the first of its kind. A tablet that brought functions such as multimedia, web browsing, gaming, and productive applications all within a 9.7 inch display.
[youtube]https://www.youtube.com/watch?v=D2BvVcSkNkA[/youtube]
Blackberry has recently released their own tablet. A very powerful device, that on paper, is superior the the Ipad. (However, the Ipad is the first generation model and it is expected that Apple will be releasing a 2nd generation Ipad for 2011.) The Playbook is set to be released sometime in 2011, and is already being considered a serious competitor for the Ipad.
[youtube]https://www.youtube.com/watch?v=eAaez_4m9mQ[/youtube]
Apple’s marketing campaign emphasizes that they have revolutionized how we use technology in our everyday lives, and that it is only going to improve. When thinking of a device like the Playbook and Ipad, most people think of an Ipad before the word tablet. Even if the Playbook has better technical specifications, Apple is already a better known brand with regards to tablets.
Apple’s positioning provides a difficult entrance into the consumers mind for products like Blackberry’s Playbook. Apple’s product is the first of its kind, and first in a consumer’s mind.