Apple broke the rules today. Well, Apple broke its rule today. Since the release of the original iPhone, Apple followed a yearly release cycle with both its iPhones and iPads. Apple had an unwritten rule stating consumers were safe to purchase an iOS device knowing the next model wouldn’t be released for another year.
But that ended today with the refresh of “the new iPad” that was released in March. Seven months after it was released, it was not only made obsolete, it was retired. It didn’t become the cheaper, previous model for sale; it was dropped entirely.
How is that supposed to make those of us who bought “the new iPad” feel? Angry? Confused? Duped? I feel all of the above. I’ve read numerous tech writers exclaim I have no right to be upset that Apple released something better and I have every right to buy that new thing or not.
I don’t think this situation is that simple. Again, the “old” “new iPad” is no longer for sale. Gone. Apple is selling the iPad 2, the iPad 4, and the iPad mini—not the 3, 4, and mini. The 3 is dead. Apple sold us a device they had every intention of discontinuing several months after it was released.
So here’s what I propose. Just months after the original iPhone was released, its price was dropped $200 for the holidays. Early adopters, rightfully upset at this, were given a $100 credit. Apple should do something similar for iPad 3 owners—whether they bought it seven months ago or last month. Perhaps an Apple or iTunes credit isn’t the best route. So how about the option to trade in iPad 3 for iPad 4 plus an upgrade fee? I’d pay $100-$150 to upgrade my iPad. Plus, Apple could then sell my iPad 3 as a refurbished device. Everyone wins!
Wishful thinking. I know. Especially since there hasn’t been, to my knowledge, much uproar over this situation. In his letter after the original-iPhone incident, Steve Jobs wrote, “We need to do a better job taking care of our early iPhone customers as we aggressively go after new ones with a lower price. Our early customers trusted us, and we must live up to that trust with our actions in moments like these.”
Apple should extend that same spirit of goodwill to iPad 3 owners.
