How do you save a company that sells products people don’t know they need? This has to be the question Steve Jobs has been asking himself ever since he was escorted back to the business he helped create.

How do you promote something most consumers don’t understand? Something most tech people know has better counterparts? The only way I know is to create a “brand” around it. To make it “cool” as it were…

Is the iPhone cool? How about the new iPad? We all remember growing up and how it felt to be or want be cool. To be accepted is a very powerful thing. Was that the Apple co-founder’s plan? “If I’m going to resurrect this company, I have to single handed make people think they need what we sell…”

Well according to the above video, he hit his mark dead center. The Incredibly famous singer Rihanna is not aware of the new iPad but she is aware that if you don’t own an Apple device you are labeled lame. Wow, think about that for a second. No flash, no multitasking, 500 dollars. This device makes it cool to do less than what any other device in it’s category does.

Is that bad? No, that is called marketing and product placement. Tell us how beautiful and appealing this device is and we will agree. Tell us over and over how we need this thing to fully enjoy the web and we will agree. Why? Because Apple is cool and so is the iPad…I guess….

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