The Apple Experience: Secrets to Building Insanely Great Customer Loyalty

CHAPTER 13

Rehearse the Script

It’s the intersection of technology and liberal arts that makes our hearts sing.

—Steve Jobs

On March 2, 2011, Steve Jobs introduced the iPad 2, the second generation of its pioneering tablet. The first iPad had sold 15 million units the previous year and was hailed as the most successful consumer product ever launched. Although his health was declining, Steve Jobs took the stage because as he told the audience, Apple had been working on the product for a long time and he didn’t want to miss it. Although the iPad had a 90 percent market share and was one of the fastest-selling consumer products in history, Jobs had an even better model ready to roll.

The iPad 2 trumped its predecessor in three ways: thinner, lighter, ...