Product Life Cycle

I would argue ads have to evolve along with product cycles. I think the target audience focus is shifting to the conservative consumer and business user. I think they have to steer a course of “steady as she goes” now for iPad. iPad’s growth cycle for Consumer Markets is transitioning from Growth to Maturity stage — look what happens to the profit.
They have to shift focus to (i) Content Creation (ii) Business Markets.

For those early adopter types reading this. Keep the faith. Don’t get too disappointed. Apple will have plenty more cool stuff in store for you. Think wearables.