I read this article with interest:
…a girl around 13, who is somehow related to me. Her mother decided to move 400km away from where they lived, closer to us. And she had literally nothing she could bring, all tech was her dads. Luckily I got some spare hardware for emergencies and we equipped her with a MacBook, an iPad and a small TV with an AppleTV. When I handed her the iPad she clicked on Settings and set up wifi. AppleTV? She could identify the icon easily and setup wifi. MacBook? Blank stares and most likely questioning what she is supposed to do with this thing. She knows how to use touch interfaces and how to read app names displayed on her home screen – she was already using a smartphone. But a computer? Not so much.
I’ve written before about the iPad and MacOS, including perhaps running the more capable MacOS software on the very capable iPad Pro hardware. The writer examines a different, related hypothetical: merging MacOS and iPadOS eventually. As we’d expect, he doesn’t like the idea:
… these platforms are not meant to be the same thing. They both go against anything the respective platform is as of today, and undermine the appeal the respective platform has for their users… having the majority of users understand that the iPad is all they need, and having macOS designed for power users seems like a far better idea to me.
Steve Jobs, around the time the iPad was introduced, pointed out that not all people need trucks anymore, since their needs have changed; they just needed a car to get around.
“When we were an agrarian nation, all cars were trucks, because that’s what you needed on the farm,” Jobs said at our D8 conference in 2010. “But as vehicles started to be used in the urban centers, cars got more popular. Innovations like automatic transmission and power steering and things that you didn’t care about in a truck as much started to become paramount in cars. … PCs are going to be like trucks. They’re still going to be around, they’re still going to have a lot of value, but they’re going to be used by one out of X people.”
The iPhone, then as now, couldn’t fulfil that role. You needed something in between, and that, he said, was the iPad. The iPad fits in that niche very well, and as the writer describes, more and more people are discovering that the iPad is all they end up using every day.
Apple has understood this from day one. They have doubled down on the ‘What’s a computer’ theme on their advertising campaigns the last few years. That campaign, full of people doing everyday things on their iPad, implicitly challenges people to think about whether they really need to buy a laptop or desktop when they decide they need a new computer.