Too much hype
Apple has an intense following by both customers and the media, but, as my BNET colleague Erik Sherman noted last week, the Apple hype machine seems unusually aggressive in stoking the flame. First, there are a surprisingly large number of rumors about the capabilities of the iPad . Second, there is an equally large number of scuttlebutt on when the iPad 3 (not 2, but 3) will be arriving -- and it could be as early as this fall. Sherman believes that there are too many rumors for Apple not to be behind some of them, saying "Apple is a wily company and makes great use of intentional press leaks and product announcements to distract attention from the competition."
If Sherman is right, the question is whether Apple can successfully create a smokescreen against its competitors without confusing its potential customers. A good (or rather, bad) example would be Nintendo (NTYDO), which announced its upcoming 3D console right before releasing its less-powerful 2D predecessor. Apple should steer clear of the games and just focus on the iPad 2 from here on out.
Not enough change
The second problem is that, unlike its competitors, Apple will not turn the iPad 2 into a jack-of-all-trades machine:
- It will not have a SD card
- It will not have a high-definition retina screen
- It will not have a USB port
- It will not have Adobe (ADBE) Flash
This is not a bad thing, but anyone expecting some jaw-dropping iPad revelation on Wednesday is delusional. The most remarkable thing that could happen would be for Apple to make the iPad 2 available immediately, which could actually happen.
Any specs given on Wednesday will be compared to several tablets, including:
- The new Motorola (M) Xoom, the first device to use Google (GOOG) tablet-centric platform Honeycomb
- The just announced Sony (SNE) PlayStation S1 tablet
- The upcoming Samsung Galaxy Tab 2