Apple is currently selling more tablets than any other manufacturer. Although some competitors do offer allegedly higher performance tablets, they are unable to beat Apple’s devices when it comes to sales.
Apple’s success could partly be explained by its excellent marketing strategy (opens in new tab) and especially great commercials. Unlike its competitors’ ads, Apple brings real-world, positive images and messages.
For example, Motorola’s commercials for Droid and Xoom have a rather cold background created around dark and stormy nights. The commercials’ titles and slogans are unattractive, to say the least: "Vendetta" or "Grab it or it grabs you" seem too menacing and they are more likely to scare consumers away instead of luring them to the stores.
Another example is the "Power" commercial for PlayBook, which is a confusing combo between four commercial concepts. The only result is that viewers get confused. All these commercials focus on wacko messages and images instead of capitalizing on the tablet’s functionality.
On the other hand, Apple understands that every iDevice user has their particular needs and they expect their gadgets to improve their lives. Apple’s latest iPad 2 commercial has been conceived and targeted very well, it shows what regular people (parents, doctors, musicians, kids) can do with their tablet.
Apple’s ads make people connect to its products and courteously invite them to enter an App Store. And people simply take up the invitation.