“Consumers don’t want tablets, they want iPads”

“Fifty percent of respondents preferred Apple over all other brands. There is a remarkable degree of unanimity in consumer’s preferences for the iPad over competing products. … In the US, we find that Apple has more than double the brand appeal of BlackBerry, HTC, Motorola, Nokia and Samsung combined. These manufacturers have a very high level of brand equity and visibility in adjacent categories. It is striking that they hold so little appeal for consumers in tablets.”

WSJ’s All Things Digital

My favorite line from this post: “Apple is succeeding in the category because it reinvented it.”

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