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I’ve been trying to think why today’s announcement of the Apple iPad has left many (including myself) feeling slightly underwhelmed. After all, this is a radical new product from a company famed for innovation.

Apple iPad

Firstly, the device was the worst kept secret in Apple’s recent history. There has been so much speculation about the product that people were bored before it was even announced. Personally, I think Apple may have been better to pre-announce it back in September to benefit from the excitement and fervour that existed back then.

Secondly, as of right now, I realised – it’s just a big iPhone. There is very little it does that you couldn’t theoretically do on an iPhone. Sure there’s the iWork suite of Apps, but I can wait until I’m next in front of my full size computer to do those activities. Capitalising on the large number of iPhone Apps is a double-edged sword; it emphasises that there are lots of applications available for it at launch, but it also leaves the subconscious imprint that it’s just an iPhone – with a bigger screen. There’s little compulsion to splash out or lug around a non-pocket device.

However.

When the iPhone was launched, the App Store didn’t exist. The iPhone was just a phone with a funky interface and significantly less functionality than competitors. It evolved into a tremendous platform, in part because it had an outstanding design from scratch and a solid, long-term strategy behind it. What was built in from Day 1 was exquisite design and engineering that applications could build upon; a combination that results in an experience that’s much more than functionality – it’s, well, beautiful.

iPad games

This is where I think we are with iPad. It doesn’t do that much that is new, in fact it probably does less than an equivalent netbook. But this is just the beginning. What will follow, in my opinion, is the execution of a carefully crafted strategy resulting in new and innovative applications that are made possible – and beautiful – because of the deep and exquisite engineering that has gone into this first stage. Owners of iPhones love how they interact with it perhaps more than what they interact with it for, and that’s a difficult quality to convey without just playing with one. It’s only when you see a video of someone interacting with the iPad that you can begin to get a feel for why someone might desire to use one. Compare it to the experience of interacting with a netbook running Windows or Linux. The Apps that build upon this foundation will be new, innovative and beautiful.

What we saw with the iPad today was like the announcement of a new type of motorway in the sky. It has left many people asking “why” and “is that it?”, but just wait until you see the flying cars that will run on it in the future.