With Apple’s recent release of their much-hyped “iPad”, there have been many mixed feelings about this new piece of technology. Some are hoping it will be the next best thing since Amazon’s Kindle, while others are quick to criticize its lack of flash software, a camera, and inability to multitask.
Apple itself is marketing the iPad with its slogan of it being, “our most advanced technology in a magical and revolutionary device at an unbelievable price” (www.apple.com/ipad). Like we discussed in class, the iPad is marketed as a product coming from the company of Apple as a whole. It is not presented in any way that reflects the individual members that worked to create it, whether working on the technology or how to market it. This also relates to Barthe’s ideas about the “death of the author”. We, as consumers, make no connection to who is behind the creation of these products. We accept or reject them in their ready to consume form presented to us.
But, in this particular case, maybe it’s a good thing that we can’t connect this product with its individual creators. In 2007, before the idea of the iPad even reached the public, MadTV created a sketch that poked fun at the iPod by calling it the iPad: http://www.youtube.com/watch?v=lsjU0K8QPhs. Many women have questioned the reasoning about why the iPad got its name, and as a woman, I can’t help but wonder if the name was created by a group of men who had no idea how much of an easy target their new product’s name would be. But, it’s too late to change it now, and hopefully next time Apple will name their product with something much less easy to make fun of.
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