This consistent marketing experience from Apple is something that competitors simply cannot reproduce. These companies are coming from a computer background for the most part, and they are set up to market new products to the audience that buys computers. That’s why promotions around most Android tablets have tried to appeal to the tech-savvy crowd. Remember the early Motorola XOOM ads? Like virtually all tablet ads, they missed the iPad target market completely.
James Kendrick has some good insights here. He’s right – none of the companies making tablets beside Apple have been able to provide a compelling message to customers about why their device is better. Where I separate from him is in thinking that “many of the products not selling are quite good.” Most of them are downright miserable pieces of crap, as evidenced by playing with them for five minutes or less.