They started queuing at midnight on Boylston Street — those who pre-ordered the iPad (along with many who did not) were committed to getting this sweet new accessory the second it was available. The chance to be the first in Boston to be ushered into the Apple Store and presented with the opportunity to purchase the latest piece of must-have gadgetry was enough to ensure that sleep could be missed for one night.
For those that have been hiding under a rock since January, today, April 3rd 2010, was the day that the iPad was introduced to the consumer. Many in line believe the iPad to be the future of media consumption. Of course, it was only introduced in the USA today. The Rest of the World must wait for their chance to lovingly scroll through its bright, shiny applications and for those who need a 3G version….well, it’s on the way.
For Apple, today was about rewarding loyalty. Apple are big fans of loyalty: They understand that a product line is nothing without the customers, and even if the world doesn’t technically need the iPad, the creation of demand for the product will ensure that predicated sales of 5 million this year may not be far off the mark.
I arrived at the store at 8:30am. I had not pre-ordered an iPad, was not intending to purchase one and only wanted the chance to experience the hype for myself. I was not disappointed. For some time I was part of an increasingly excited crowd, who as the clock approached 9 began to cheer and whoop as if watching a sporting contest that they had a vested interest in.
At 8:55am, the Apple staff filed down in full view behind the glass that makes this store such a beautiful retail environment. We could see the tablet displayed in front of us, and the knowledge that it was within reach merely increased the volume and the anticipation. An unusual ritual then took place inside the store with staff breaking out into spontaneous applause and high-level hollering, all of which was echoed in the street outside.
A significant local media presence, including Channels 7, 9 and the New England Cable Network (NECN), turned on their cameras and waited for the money shot of the doors opening. At the stroke of 9:00, the glass doors opened, the security stepped aside and those who had pre-ordered the iPad were led into the store down a line of Apple employees who exchanged high-fives and handshakes with some clearly overwhelmed individuals. After all, it was the iPad they craved, not the adulation of the staff.
Consumers were then shown to a secondary queue at the base of the stairs where, one by one they were allowed to ascend to claim their prize. For those still outside, they could only wait their turn. What was worse was that they had no idea as to how many units were inside. For the large number of consumers who hadn’t pre-ordered, every finger was being crossed that supply exceeded demand.
Knowing that the store would be open for regular business in 60 minutes or so, I took some time to conduct a brief vox-pop poll amongst those excluded from the initiation.
I was intrigued to discover what was expected of the iPad and whether it would be the life-changing device that so many believed it to be. Rob from Boston (attired in a Charlton Athletic shirt for some reason) saw huge potential saying, “What it is today is half what it will be in the future, but for now it will be fun to capture so much information.” Gary Rubin (Boston) saw it as a “game changer” adding that “Steve Jobs is Thomas Edison.” Matt Joseph, studying Computer Science at Northeastern, was “hoping it will replace my notebooks” and was keen to take it home to experiment with “as soon as possible.”
When customers began exiting the shop, all carrying the infamous white drawstring bag, they posed for pictures, submitted themselves to interviews and, in some cases, kissed the Apple motif. Curious onlookers stopped to see what was going on, intrigued by the circus of blatant consumerism on display. Gradually more and more of the queue was let into the store, and come 10:00am, those of us who just wanted to play with the iPad made our way to the front-racked displays.
There we were left to stroke the tablet, toy with the applications and surf the net for the media content that we were interested in. For me, the only site I wanted to check out was available instantly and I have to say, for someone who may not be the most tech-savvy individual in the world, the high-definition screen of the iPad does make the BostInnovation site look very cool.
Time will tell if I become a convert to the cult of Steve.
