In interesting report was published on Forbes.com yesterday detailing that in the first 48 hours of its sale, the new iPad consisted of 4.6% of all iPad traffic in the US. Data for this article was provided by Chitika and I was quoted in the post (click here).
“Daniel M. Ladik, associate professor of Marketing at Seton Hall University for example, says there are differences between this event and previous Apple launches. “The launch was preceded by 9 days of pre-orders that Apple had described as “off the charts” while iPad 2 had no pre-orders.” Also, he said the new iPad went on sale at 8 a.m., as opposed to 5 p.m. the day before launch for the iPad 2.”
What I find interesting about the flurry of iPad numbers that were released yesterday was it totally contradicted the blogoshpere chatter over the weekend. Some of the “talking heads” were flat out wrong as a few stories were floating around that Friday was not the usual “Apple Zealot Mania” which than was erroneously translated to “iPad sales disappoint.”
However, the data tells another story. First, in the Apple conference call Monday morning (click here) announcing its first dividend since 1995, Gene Munster of Piper Jaffray asked:
Munster: Any color on iPad?
Cook: Record weekend, and we’re thrilled with it.
The reasoning for “the talking heads” being wrong is simple. Apple’s hype machine was more low-key than those in the past. Besides the 9 days of pre-orders that would reduce the hype, new iPad also went on sale at 8 a.m., as opposed to the later (as well as – longer line creation as people stood outside all day) of a 5 p.m. launch for the iPad 2. Moreover, Apple released the new iPad in more the 2-dozen counties at the same time. Every few Apple zealots needed to fly into NYC or elsewhere to get their hands on their new favorite device.
If anyone was still wondering, there is no question now – Tim Cook and his personality is firmly in control at Apple.
Associate Professor of Marketing
Stillman School of Business
Seton Hall University