Vaunted new iPad just doesn’t click with gadget fans

Amid much typical Apple secrecy and mystery, journalists were summoned to a press conference in San Francisco, where the latest incarnation of the bestselling tablet was unveiled.

But, like the recently-released iPhone 4S, the reception to the new Apple iPad has been mixed.

Unlike last year’s launch – when the iPad2’s slick new look entirely eclipsed the older version – this update is less dramatic.

Even Apple refused to call it an iPad3 at Wednesday’s press conference, with the company’s senior vice-president of worldwide marketing, Phil Schiller, instead referring to it as “the new iPad” and insisting that they “don’t want to be predictable”. The launch was the first new iPad to be released since the death of founder and chief executive Steve Jobs in October.

New features include, like the latest iPhone, a “retina display” – boasting four times as many pixels as the older iPad – an improved camera, High Definition video recording and a gadget which allows users to dictate directly to their machine rather than type. However, for all but the most technology-savvy, consumers may not appreciate the difference. But industry experts argue that there will always be those keen to get their hands on the latest big thing – technologically speaking.

“When Apple unveiled the first iPad to the unsuspecting world in 2010, it didn’t just create a new product, it created a new demand,” said Ernest Doku, technology expert for uSwitch.com. “A demand for a device people had never heard of and didn’t know they wanted. The iPad’s simple, tactile brilliance soon blew away the doubters, and many of us were smitten.”

By January this year, Apple had sold 55 million iPads around the world – making it the best-selling tablet by far. Many publishing companies – including the publishers of The Scotsman – have created apps specially for readers to download onto the iPad.

Rivals including companies using the Android platform have failed to create as much of a buzz around their versions of a tablet as Apple – while Black- Berry has also attempted to keep in the running with a new update to its much cheaper PlayBook just a few days ago.

“Two years on and 55 million sales later, the iPad is still the king of tablets,” he added. “Cheaper and newer pretenders to the throne have emerged, but the iPad’s crown has barely even wobbled. Some of its rivals are beautifully made and just as capable. But the Apple proposition is uniquely compelling – technology as fetish and fashion accessory all in one.”

In addition to the iPad’s features, one of the main draws of Apple products are their ability to link up with the entire range – including the new edition of Apple TV, which was launched at the same event this week. The device connects the iPad (or Apple Mac) directly to a TV, allowing users to download films from iTunes, as well as other providers such as new-to-the-UK film streaming company Netflix.

However, for would-be buyers of the iPad itself, location could be a problem. One of the main features of the new tablet is its 4G processor – allowing users to connect to the internet at a much faster speed – will only be available in the US.

“The addition of 4G capability is more relevant for the US market at the moment, but it shows how much Apple is really future-proofing its new tablet,” said Mr Doku.

But Josh Welensky, technology writer at The Scotsman Magazine, said the fact that a fundamental part of the improvements was not available in the UK would be a major drawback for British consumers.

“The ‘new iPad’ does have lightning-fast 4G internet, but for us Brits that’s about as much use as a chocolate teapot,” he said.

The new iPad, which will hit the high streets of the US, UK and ten other countries next Friday and worldwide by the end of March, is to go on sale for £399 for the wi-fi-only, 16GB version – to as high as £659 for the 64GB, 4G model – the same price range as when the iPad2 was launched a year ago.

When the iPhone 4S was unveiled in October, it disappointed technology observers when the product – which had been expected to be called the iPhone 5 – offered less dramatic changes than hoped for.

“It’s still the best tablet by a distance – especially with the new 5 megapixel snapper – but whilst the new iPad informs and inspires, it is a little short of innovation,” added Mr Welensky.

But Derek Byrne, managing director of app developer Virtual Universe, insisted that the new iPad had stood up well against a wealth of expectation from technology observors worldwide.

“After months of frenzied rumours, the burden of expectation on the latest iPad would have sunk lesser gadgets,” he said.

“But the iPad isn’t just another gadget. Faster hardware, a higher definition display and a whopping great camera are sleek new additions – but then the iPad has always been much more than the sum of its parts.”