The iPad’s (coming) killer app: education
Wednesday, February 3rd, 2010
We’ll have to wait a bit for Apple’s iPad killer app in education.
In recent months I made the (speculative) case that a new Apple tablet that integrated textbooks, lectures, course materials and coursework could have a transformative impact on higher education. You can see my reasoning in the following posts:
- Is Apple positioned to disrupt universities?
- More thoughts on how Apple’s (rumored) iTablet could reinvent higher education
Like many others I tuned into Apple’s January 27 launch event to see what Steve Jobs and company envisioned for their new tablet computer.
Apple’s education initiative is not ready for prime time
The iPad name certainly works as a learning tool, but about 20 minutes into the launch event it became clear that Apple’s education initiative was not yet ready for prime time. It was not going to happen during this keynote. There was nothing said (or demoed) about the iPad and textbooks, when we know that Apple has been meeting with textbook publishers on how the iPad could raise textbooks to a whole new level. There was also no mention of any learning or education apps, or of an enhanced iTunes University infrastructure, or of key university partners, or other elements that would naturally flow from an integrated education initiative with Apple in a central role.
Ready for the fall semester?
Apple does have some time on its side. The iPad itself won’t be commercially available until late March (for the Wi-Fi version), and in April for the 3G version. This window allows Apple more time to finalize new features and apps, and to establish working relationships with its many partners in an educational iPad ecosystem. A spring iPad education launch could position the iPad as the ideal off-to-school computer for the Fall 2010 semester.
Why buy your kid a crummy netbook when the iPad can be fully integrated with the education process?
A muted launch event
Education is a game-changing market for the iPad, but I didn’t hear the word “education” once in the official video of the launch event. Steve Jobs and others rhapsodized about the iPad as a supremely portable device for browsing, watching videos and movies, reading ebooks, newspapers and magazines, and playing games. The few demos were lackluster or rushed. No wonder the general reaction to the launch event was muted. Where was the game-changer? How did the iPad point beyond itself to some greater good? Where was its unique contribution to culture, to make a difference that matters?
We witnessed the introduction of a beautiful and highly capable tablet computer with no compelling reason to embrace it beyond its (limited) coolness. What crucial problem did it solve?
Why Apple didn’t refer to the iPad and education
If the iPad has so much potential in education, why didn’t Apple at least mention what it planned to do with the iPad in the education arena? It all comes down to impact, and how Apple builds its brand. The Apple brand aims to command every context in which it appears. It’s a diva; it owns the stage. To command a context Apple “reinvents” a key aspect of culture by enabling new ways of being and doing via Apple technology. The brand is transformative. An Apple launch event is therefore a conceptual and paradigmatic breakthrough as much as a technology breakthrough. In this approach, either you launch the complete product and brand ecosystem, and the new paradigm, with all guns blazing and all trumpets blaring, or you keep everything completely under wraps until the time is right. You don’t dribble. A piecemeal launch is worse than no launch at all.
Thus the January iPad launch became a device launch only. The education initiative will follow, in command of its own context, with select partners, evangelists, champions and endorsers, when the time is right.
Two signs of things to come
I did observe two signs of things to come in Apple’s education initiative, however. One was almost hidden in the keynote itself, the other lies in an interview with a highly-regarded VC after the launch.
The intersection of Technology and Liberal Arts
The iPad keynote did reveal a significant sign about what’s coming in education, although it’s tucked away at the very end of Steve Jobs’s presentation. Go to the 1:31 mark on the official Apple video and look at the image on the screen. Steve is discussing how the iPad represents the “intersection of technology and liberal arts.” Liberal arts? As in, um, a college curriculum? Yes indeed, but that’s as far as he goes. Behind Steve on the screen is a street sign that shows two intersecting streets: Technology and Liberal Arts. How are they related? What’s Apple’s game-changing role? Since when is “Liberal Arts” an Apple focus? All this is brought up at the end of the keynote. We’re left hanging.
BTW, don’t be surprised if this is the first image you see when Apple announces its iPad education initiative. My sense is that it came from a separate presentation.
John Doerr on the iPad’s education potential
John Doerr, one of Silicon Valley’s the world’s leading venture capitalists, sees great education potential in the iPad. Is he in a position to know something? He does manage the $100 million iFund. Check out his initial comments as he’s interviewed by Om Malik just after the iPad launch event. (John’s segment begins a few seconds into the video; that’s David Carr pictured below.)
John says he’s particularly excited about what the iPad can do in education, with the iPad’s potentially “transformative” effect on American education and education worldwide. As I noted in a previous post, an iPad education initiative may enable a student in Oxford, Mississippi to take a class offered in Oxford, England.
Potential scope of Apple’s “killer app” for education
To summarize from my previous posts, the iPad’s ability to combine textbooks, lectures, class materials, course notes, class work and reference materials in an interactive, networked device could make the iPad a handheld university, a portable and immensely powerful learning platform. Combined with an expansion of Apple’s iTunes University, iTunes distribution network, and working arrangements with textbook publishers and universities, the iPad could enable Apple to become a leading brand of education. The “killer app” is the integrated system (and ecosystem) that Apple brings to the table: the affordable, portable iPad, operating software, apps, partners, iTunes ecommerce for purchasing textbooks and other learning materials, iTunes U for courseware distribution, networking and infrastructure. All this could conceivably power campus learning, distance learning, and elements of non-university schooling as well. The whole soup to nuts.
Why the iPad needs to make an impact in education
After the iPad launch many commentators called the iPad the definitive media consumption device, perfect for web browsing and for buying music, videos, movies, books, and newspapers from Apple’s online stores. This is the iPad as a (mostly) passive device. It creates consumers who sit there and buy things, much like traditional TV.
While there’s obviously great profit potential in such a consumption-focused device, is that the legacy Apple (or Steve Jobs) desires—to create the second incarnation of the boob tube?
I don’t think so. Apple often describes its products as making contributions to culture. To quote Apple COO Tim Cook:
We believe that we’re on the face of the Earth to make great products, and that’s not changing. We’re constantly focusing on innovating. We believe in the simple, not the complex. We believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution.
If you want to make a “significant contribution” you don’t settle for a digital consumption device. You aim higher, to a proactive learning platform that improves education and pays cultural dividends many times over, across every country in the world. That’s how you build the brand.
