New hardware is cool, new software is cooler

The iPad was released in Australia to much fanfare last week. We got all sorts of quality news articles regarding the crowds waiting eagerly outside stores and the disappointed customers who had pre-ordered with Apple who now have to wait.

In the last few years Apple have definitely developed an incredibly loyal following and built a lot of brand equity with consumers the world over. That said, as wonderful as Apple’s new hardware may be, it’s the software that will sell it. We see it time and time again in the world. New hardware is wonderful and exciting… because of its potential.

New software doesn’t necessarily get the same level of attention and enthusiasm, and yet it is equally as exciting… because it makes use of the potential of hardware. So as software enthusiasts, we welcome this new piece of hardware and look forward to expanding its potential.