Certainly iPad not the apple of my eye

A huge number of people were prepared to queue all night just to be one of the first to touch the angelic curves of an iPad2. But what was all the fuss about? It's only a computer, right? Does an updated version of an over-hyped data processor really merit camping outside overnight just to show you are a true disciple of the iMessiah?

Don't get me wrong. I too have been briefly touched by the tiny tablet of dreams before dutifully returning it to its rightful owner, and can see the charm of the slick, curvy number. But come on, folks, it is not as if the last grains of rice in the whole land were about to be sold.

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Anyway, it's not really the consumers I have a problem with. No, that honor goes to Apple. Its pontifical marketing of products is corrupting a generation of intelligent people into feeling inadequate if they don't own the latest must-have gadget.

Long before the date of its appearance here was announced, the iPad2 was available to customers in the United States and Europe, where they could buy two each. As consumers in China eagerly awaited its date of arrival, they could only watch online as news filtered through from Western countries.

Apple has more than 320 stores worldwide and just four in China, yet the world's most populous nation accounts for the highest trade and revenue of any of the company's stores in the world. So much so that the California-based company plans to open 25 more retail stores in China in 2012.

And I think you will find that most of the snazzy gadgets worshipped at the altar of fashion were assembled by hardworking Chinese hands. So why are we last on the distribution list? Surely we should be one of the firsts to benefit? Or is it not "cool" enough for Apple to launch a product in the country where it is made?

Even when the products do eventually arrive in Chinese stores, the number of stocks is so low that it creates an illusion of immediate sell-out, kicking up the perfect marketing storm. The wait, anxiety, fear and queues all add to the hysteria.

The only people who benefit from this are the scalpers who are willing to wait, and sometimes push, in line to make a profit from the madness.

Apple seriously needs to rethink its marketing strategy in China if it wants to avoid the bloody scenes that sent four people to hospital last week. Like many companies they are learning the hard way that what works in the West does not necessarily work here.

Apple's product may be the best thing since sliced bread, but it has left a bad taste in my mouth.

The author is a copy editor with China Daily website.

(China Daily 05/14/2011 page5)