>Apple steps up iPad 2 campaign to push functionality over hardware specifications(Video)

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Apple has started airing a new spot promoting iPad 2 as a collection of “delightful, even magical” integrated functions rather than just a device with various hardware specifications.

The new ad continues the series of iPad commercials that have focused on its capabilities, with little if any mention of its hardware specifications. However, the new ad strikes a new sentimental tone portraying the device as being natural and intuitive to the point where the underlying technology vanishes.

“This is what we believe,” the new spot says. “Technology alone is not enough. Faster, thinner, lighter; those are all good things. But when technology gets out of the way, everything becomes more delightful, even magical. That’s when you leap forward. That’s when you end up with something like this,” fading to “iPad 2” in
titles.

Apple coyly refused to address some technical specifications of iPad 2 at its release (including the amount of system RAM), focusing instead upon its features, including two new first party apps, iMovie and Garage Band, that take full advantage of iPad hardware without any discussion of what it is they are taking advantage of.

Apple prefers to focus on the functionality of iPad and its other unique features (including the hard to duplicate library of 65,000 iPad-optimized titles in the App Store, integration with iTunes, and its iBooks Store) because these are all aspects that competitors will be unable to match in the next few years.

Competitors, including RIM’s forthcoming Playbook, Android licensees’ new 3.0 Honeycomb tablets, and HP’s new TouchPad will have less trouble matching or even exceeding the technical specifications of iPad 2.

Samsung recently announced that its newest batch of Galaxy Tab devices would be slightly thinner and lighter than the iPad (although critics complained that even the non-functional prototypes aren’t actually thinner), while Motorola advertised its Xoom tablet as having twice as much RAM (although that extra RAM doesn’t appear to make it faster at browsing or most other tasks, and doesn’t make up for Android 3.0’s 20-something apps compared to iPad’s more than 65,000).

By working hard to keep a focus on functionality and user experience rather than just hardware specifications, physical dimensions and pricing, Apple makes its tightly “curated” integration a key differentiation, the same aspect the company pushed in its Get a Mac campaign that contrasted a positive, simple Mac experience to the frustrating, troublesome problems PC users face.

Apple largely lost that message in the 90s when it allowed third party PC makers to equate their product experience to Macs while focusing on CPU speed, RAM, disk storage, and price, the same thing Android and Windows Mobile licensees are promoting today among mobile devices.

>Apple: Online IPad 2 Orders Begin Mar. 11, 1 A.m. Pacific

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Early Thursday morning, Apple issued a press release reminding us all that the iPad 2 goes on sale Friday. The juiciest bit of new intel in the release is the fact that you’ll be able to order the iPad 2 from Apple’s Website beginning at 1 a.m. Pacific (that’s 4 a.m. Eastern) early Friday morning.Apple’s announcement rehashes other information we already know–namely, that the iPad will go on sale at 5 p.m. local time at all 236 Apple retail locations, along with stores run by AT&T, Best Buy, Target, Verizon Wireless, Walmart, and select Apple Authorized Resellers.
The release also states that GarageBand and iMovie for iOS are available Thursday, though there’s no sign of them in the App Store as of this writing.
The iPad 2’s price will start at $499, and is available in Wi-Fi-only models, plus Wi-Fi + 3G configurations for both AT&T and Verizon’s networks–and, of course, you have your choice of white or black models. Macworld posted its full review on Wednesday.

>Google eliminates 55 malware-infecting apps from Android Market

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Responding to complaints of malware-infecting applications of its Android platform, Google removed a total of fifty-five applications from its Android Marketplace.

The applications in question had been modified to contain the malware. Once downloaded, these applications used to secretly install malware on the device to steal users’ personal information such as handset’s unique IMEI number.

In addition, the malware-infecting applications would exploit security holes and install a backdoor application to allow further installation of pirated software.

Earlier in January, Android platform manager Eric Chu announced that Google would also introduce an in-app payment system for Android and enhance discovery of applications in its mobile storefront. But, the malware fiasco has retarded the company’s broader push to enhance the Android Market.

In addition, the malware fiasco is hurting the reputation of the Android Market, which is trying to challenge Apple’s renowned App Store.

In the past, Apple and Amazon had to face sever criticism for remotely removing or disabling apps or e-books. But, Google should not be blamed for remotely removing the concerned applications due to the potential damage that the malicious applications could have done.