Apple iPad Smart Cover Thoughts

One of the cooler features of the iPad 2 is that when you pair it with an Apple smart case you get instant on/instant low power standby when the cover is opened or closed. The official Apple smart covers aren't cheap. They come in two price ranges. For around $35 you can get the polyurethane version. For $30 or so more you can get the leather version. Interestingly there is no overlap between the two choices in terms of color. Assuming the following graphic is still visible when you read this, the five on the left are the cheaper ones while the five on the right are the more expensive leather smart covers.

It seems to me that the colors on the left are more appealing to a younger demographic while the ones on the right skew more towards a maturer one. Apple seldom does anything without a lot of thought, so I don't think this is a coincidence. We have the gray one on the far left which was the only one of the less expensive covers that both of us could agree on. My wife kind of liked the orange but I wasn't enthusiastic about it.

Now she's decided to buy her own iPad and so we need another cover. The leather ones are very expensive but the colors are more appealing. Get thee behind me Apple!

Reviews on the smart cover have been kind of mixed. It's really not great if it's your only form of protection. Timbuk2 makes a really nice carrying case for the iPad and iPad 2 that works well on the second generation iPad with the smart cover installed.

To be honest, while I think I understand Apple's pricing and color choices from a business perspective the whole situation kind of annoys me. It just feels too manipulative. I can see one or two exclusive colors in the premium leather version but there really should be some overlap and/or there should be colors that appeal more broadly in the less expensive cases.

I think Apple's marketing department stepped a bit over the line here.

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