Described in equal measure as overhyped and journalism's saviour, the impact of the device is not yet known.
"The model is attractive: there are more than 100 million iTunes accounts with users' credit cards pre-loaded and ready to go. A new shiny, powerful device – somewhere between an e-reader and a netbook – could just persuade people to buy the news subscriptions the New York Times and Rupert Murdoch so desperately want to sell them," says Patrick Smith, in a blog post for Journalism.co.uk following the device’s launch by Apple CEO Steve Jobs in January.
"But Apple's new device is just another distribution platform for words, pictures, videos and data, just like PCs, mobiles and print. Recreating a print experience on another device is not going to solve the economic crisis news finds itself in: Google will still be more efficient at selling advertising and will still point readers to free content."
Yet despite this unknown, plans for iPad apps from many publishers and news organisations, particularly those with strong smartphone and mobile offerings, have emerged.
Developing an iPad app of its own and for its clients were cited as top priorities when the Associated Press launched its new business unit, AP Gateway last month. Elsewhere Wired's US magazine was quick to announce its excitement and plans for the Wired Tablet, with editor Chris Anderson promising a full release this summer. Wired's plans have also been pivotal in the US' Audit Bureau of Circluations' (ABC) decision to change its definition of digital editions to include the iPad and so include the new apps as part of circulation figures for audit.
"Much is still to be answered about magazines and other media on this emerging class of devices, from the business and distribution models to the consumer response. But what is already clear is that they offer the opportunity to be beautiful, highly engaging and immersive, going beyond what's available on the web. I think tablets are going to sell like hotcakes, in part because they offer such an intimate, rich media experience," says Anderson in a blog post explaining the launch.
In Europe, Dutch newspaper De Telegraaf has produced its own iPad concept video:
But according to this week's census from the Association of Online Publishers (AOP), many UK publishers are taking a more cautious approach to the new device, as managing director of Mail Online, James Bromley explains: "These are still really really embryonic devices that are great and fantastic, and I want to be at the top of the queue to buy one and play with it. But we're talking about a very, very narrow subsection of society that will have these in 2010. This is the time that we learn about these devices - 2011, 2012, 2013 is when these might become slightly more mainstream."
So what's the thinking for publishers who are preparing for an iPad app launch in 2010? Journalism.co.uk spoke to one such organisation, US magazine Interview, which is readying itself for an iPad release next month. Interview's Scott Lambert sees the iPad as the future of publishing:
When will the first Interview issue for iPad be available?
[SL] The first Interview issue on the iPad (April 2010) will launch on the day the iPad goes on sale. We will also follow with back issues (40th anniversary issue with Kristen Stewart, Dec/Jan 2010 issue with Penelope Cruz and Feb 2010 with Jay-Z). This is the biggest launch of its kind - Interview will be the showcase magazine application for this device.
How much will it cost and are you offering subscription deals?
There will be a subscription-based system in place using Apple's capabilities to deliver this service. The price of an app on the iPad will be $1.99.
Is there something that the iPad offers magazine publishers that previous digital edition technology has not?
The application will utilise all of the latest Apple technology, which for anyone who saw the launch presentation by Steve Jobs will know is mind blowing. We have learned from our digital magazine and iPhone app experience how to deliver in these environments and the Interview Apple iPad app will be the pinnacle of these developments. It will be a true magazine showcase on a screen which is quite simply, made for a title like ours.
At the same time we have a version of Interview for laptops and desktops and another for separate mobile devices; and each of these are extremely high quality products in their own right. It really has to be said though that the iPad is a showcase in its purest form; slick, sexy and portable.
How will you use multimedia in your iPad editions?
The possibilities are endless here. Each issue has video and audio content unique to Interview - there may be a 'behind the scenes' clip showing how one of the photo-shoots is executed or an exclusive track from a featured artist an exclusively extended photo editorial.
The content will deliver an engaging user experience not seen before, and we have also applied these multimedia options to the advertising model. We have a lot of strong interest from a host of luxury brands who are looking for ways to showcase their campaigns on a multimedia rich platform like this. We have the capabilities to provide these clients with mobile, digital, online and print platforms to integrate campaigns like never before.
You're getting on the iPad very early? Why is this?
We have worked closely with Apple in the past and appreciate and see the quality of the technology. Apple is a leader in its field and has again and again shown that high quality design, an eye for detail and the highest possible user experience is essential in this technology age. The iPad is the future and we embrace it openly. No other device available at the moment can provide this kind of mobile experience for our readers - and we are confident that no other magazine can deliver content more suitable to this device.
Do you think the iPad is going to 'save' the publishing industry?
It will certainly become a powerful new platform to express great content. Apple has again played its cards at just the right time to ensure that they deliver something to the market place which is a game-changer. Magazines will survive, we all need to adapt to changes rapidly and effectively. It is important to listen to key stakeholders - our readers and our advertising partners - to know how we can best deliver the magazine experience in new and exciting ways.
Finance reporter - property
