Stop offering so many options.

What is the iPad?

It’s essentially a stripped-down MacBook Pro. No keyboard, no optical drive, and a smaller screen.

The iPad does only what most people actually do with their Apple laptop: email, surf the web, play games, and watch music or movies.

No, it’s not the ideal machine for writing a novel or editing video. But that’s just the point. If you realize that most people do only a few things with their laptop… and you realize you can eliminate expensive things like the keyboard and optical drive… you can simplify the device.

You can make it cheaper.

You can sell more of them.

And you can make more money – by offering fewer options and features.