Through our now-jaded eyes, it’s hard to remember the irrational exuberance that accompanied the iPad’s release a year ago—at least not without a little sheepishness.
Publishers, once drunk on their hopes for the tablet, now mainly sell only single issues through it, and in relatively small numbers. They’ve also been left without any leverage to use against Apple, which has taken advantage of their desperation. Advertisers’ early enthusiasm, too, has died down, as marketers wait for the still relatively small iPad audience to grow. Funny to think how much excitement there was in those heady early days.