I love iPad. More than any other product from Apple. And that says something because my work life is dependent on MacBook and iPhone. I cannot function without these two. I can, however, without an iPad. But I don’t want to. That’s the beauty of it. Yet, like so many other people, I can’t help to ignore it. And Apple is to blame for that.

Yesterday, Apple made an existing remarkable product even better. iPad Air was super awesome. Every iteration after that is plain brilliance. And yet that’s not iPad’s problem.

Ben Thompson wrote a three piece series on the topic back in 2013. The conclusion makes me cry even today:

The “why” of the iPad, then, lies in its magic. It’s in the experience, and, crucially, it’s in the apps.

The iPad is not an iPad, yet-another-Apple device to weigh down your bag and your wallet. Rather, it is whatever, and exactly, you need it to be.

If you are a musician, the iPad is your instrument, your studio.
If you are an artist, the iPad is your paint brush, your easel.
If you are a student, the iPad is your textbook.
If you are a child, the iPad is your storybook, or your entertainment.
If you are a grandma, the iPad is your connection to your family.

If you are human, the iPad is your magic wand. And, honestly, who does not want a magic wand? And why isn’t Apple selling it as such?

And yet Apple insists on selling me specs. A replacement for PC. I don’t want that. Since when you started championing corporate productivity, Apple?