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Editor’s Note: Jim Dalrymple has been writing about Apple for more than 15 years. You can follow him on Twitter @jdalrymple and on his Web site at The Loop.

Apple CEO Steve Jobs on Wednesday introduced the iPad 2 at a special event in San Francisco, taking even more momentum away from its competitors.

I’ve had a lot of people in the last 24 hours tell me that the iPad 2 isn’t as revolutionary as the first generation device. Yes, that’s true. But not every device a company releases has to be or can be revolutionary.

Apple has released three revolutionary products in the last decade alone: iPod, iPhone and iPad. I really can’t think of any products from Apple’s competitors that fit in the revolutionary category in that same time period.

People also said that Apple wasn’t very forthcoming with the specs of the iPad 2. Again, that’s true, but there’s a good reason for that—nobody cares.

Well, some people care. Those of us who are geeks care about specs. However, have you ever noticed that when you sit with your non-geek friends and start listing off specs their eyes glaze over and they rest their chin in their hand.

That’s because they couldn’t care less.

The iPad 2 is no slouch either. It lost one-third of the thickness of the previous generation, and therefore it is one-third less than the size of the iPad competitors too. It also has new technologies like a gyro built-in that will launch another round of cool apps.

Yesterday’s iPad 2 announcement wasn’t about the geeks—it was about all the other people who will buy an iPad. What those people want to know is “what can I do with it?”

If it fits into their lifestyle, most people are good with that. Apple showed many ways how the iPad 2 can fit into your lifestyle.

From the very beginning, Apple was very smart with how it marketed the iPad. The first thing it did was get the device into businesses and promote the fact that it could be used to get work done. And it was quite successful with that.

In an analyst call in October 2010, Apple CFO Peter Oppenheimer said the iPad was already being used in 65 percent of Fortune 100 companies. That was four months ago and the iPad has grown since then, so we can only imagine where that number is now.

This strategy allowed Apple to do two things. If it came out with the iPad and pushed the gaming capabilities of the device, the business world would have looked at it as a toy. That would have certainly meant slower adoption. It also allowed them to work on some consumer software, two of which we saw yesterday.

In addition to the iPad 2, Jobs also unveiled iMovie and GarageBand for the iPad. This is what people want to know about—what can I do with the iPad that’s exciting and new.

Obviously, creating movies and being able to edit and share them with friends and family is a very popular thing to do these days. iMovie makes that easy.

Creating music, whether a novice or pro is also a cool thing to do. GarageBand is a great app to get that done and you can move your projects to your Mac and continue working on them.

It’s not just about the hardware. Apple delivers the whole experience that nobody else can. Jobs said yesterday that there are 65,000 apps on its App Store specifically designed for the iPad. That’s a lot of things you can do.

If you think Apple’s competitors are jumping for joy because the iPad 2 isn’t revolutionary, I believe you are wrong. I think they’re scared. Yesterday, they figured out Apple’s strategy too, but a little too late.

With few surprises, techies were underwhelmed with Apple’s iPad 2 announcement, but I’m confident that consumers will be thrilled with the product. Apple already had a massive lead in the consumer tablet market it created, and these “underwhelming” upgrades should keep the company comfortably ahead. Apple has given competitors an opening by sticking to 3G, and it did not further pressure them with a lower entry price point or higher-resolution display. However, Apple has three critical advantages.

1. Brand: When consumers are thinking about tablets, they say they are buying an “iPad,” not a “tablet.” The iPad was already the category and volume leader, and the iPad 2 builds on that. In this respect, Apple actually benefits from the crowd of new tablets hitting the market. If there were only one or two strong competitors, consumers would be able to weigh the pros and cons of each offering, but with dozens and dozens of options hitting the market over the next few months, decision paralysis can set in and many consumers will throw up their hands and make the “safe” choice: the iPad.

2. iTunes: The iPad is still the only tablet on the market with a huge digital marketplace for movies, TV shows, and music. Some competitors are taking steps in this direction (e.g., Samsung’s Hub), but iTunes remains a significant competitive advantage.

3. App Store: If all you want to do is browse the Web and check e-mail, any tablet will probably suffice. However, Apple has an enormous lead in purpose-built apps. The Android ecosystem is strong and app availability should improve significantly over time, but the iPad 2 is considerably more versatile than any of its competitors right now, and it appears unlikely to lose its lead any time in the near future.

So if you are competing with Apple, what should you do? Rather than copying Apple’s products, copy its old advertising tag line and Think Different.

Apple’s brand is focused on creative types (or those who aspire to be), which is why it spends so much effort creating things like GarageBand. Competitors should target IT managers, knowledge workers, outdoorsy people, or some other group and build software and hardware combinations better suited to those use cases. Of course, this will take imagination and the ability to tie hardware, software, and services together to build unique experiences. There are some companies thinking outside the box (HTC and RIM have clearly differentiated products on their roadmaps), but for the vendors who are trying to out-Apple Apple… good luck. Here are some pointers, you’re going to need them:

• Based on Apple’s financials, it is clear that the iPad with WiFi is Apple’s volume product and 3G versions are merely gravy. Why is the competition only targeting the gravy?

• iTunes remains a significant competitive advantage for Apple – I cannot easily explain to novices how to get a movie onto the XOOM. Rivals need an “iTunes” of their own, but having one just achieves parity with Apple, so partnering is an acceptable approach. However, half measures are not enough; digital media stores must include movies (including rentals) and TV shows and music. If multiple partners are used, the tablet vendor still needs to provide a common interface and single account/billing relationship.

• Nintendo has a significant base of game developers targeting the 3DS; if you cannot muster equivalent resources (for gaming, media playback, or some other use), adding 3D to your tablet is just a gimmick.

• Apple’s rivals can compete on 4G, higher-resolution displays, or a lower price. Even speed is a potential differentiator from a technical perspective; NVIDIA has quad-core processors sampling this month, so rivals could build even faster tablets for this holiday season. However, I must still caution vendors that all of these factors are irrelevant if consumers do not want your product.

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Preview of Final Result

 

Resources

• PT Sans Bold – FontSquirrel


• Free App Icons for Developers – WebAppers

Step 1

Open Photoshop and create a new document that is 1200 x 1200 pixels, 72 dpi, and RGB Color. Fill the layer with white. (Ctrl+Backspace or Delete)

Step 2

Now create a rectangle for the header and fill it with a white-grey color, then use the colors on the image for the “Gradient Overlay”. Our search and logo will eventually be part of the header.

Step 3

Create a new rectangle above the previous one, with attributes as shown below. The following drop shadow effect creates a look of a 1 pixel stroke which does increase the look of that simple bar. Note: this step creates a horizontal line.

 

Step 4

Now add the “Gradient Overlay” layer style with the hex codes indicated.

Step 5

Add a white 1 pixel stroke. The following stroke of 1 pixel will divide the grey shadow effect. It’ll eventually work as a divider.

Step 6

Make one more rectangle in the middle-right zone, and fill it with white and add a 1 px stroke as indicated – it will be our search box.

Step 7

One more rectangle should be created and filled with blue. Set the inner shadow as indicated below, this will be our search button. This blue works great in combination with grey, white and light-grey. Blue will be the major contrasting color we use as we work through this template.

Step 8

Add the Gradient Overlay details to the button with the details from image.

Step 9

Add a 1 px stroke to the button with the color indicated. Take a look at the first and the final result of the button so you can see the difference all these details made.

Step 10

Now add this drop shadow effect for the text placed in the search box, using PT Sans Bold. This will be the final step in creating your search button. You may want to try other fonts, but the PT Sans Bold is really good for this small button.

Step 11

Make another fill under the header section, this will be the navigation area. Here we will place the navigation links of our template.

Step 12

Write your navigation links using a dark-grey color, then add a white “drop shadow” effect. The effect used for the navigation links is the same used for the search button.

Step 13

With 1px vertical line, make divisions between each links. The lines should be black and will really increase the beauty of the navigation area.

Step 14

Over the home section, make a fill with the blue and then add a Gradient Overlay style as indicated.

Step 15

Copy the Home link, this time color it white and add a drop shadow effect.

Step 16

Create a big, grey zone under the navigation, it should be about 30% of the layout. This will be the background for the featured area.

Step 17

Now create a big, white rectangle and add some shadow with the details shown. A big stock image, a big headline and some text with another great button will be added.

Step 18

Add a any dummy image you want to that featured area. Be sure it covers more than 80% of the area. The one I chose is from a stock website.

Step 19

Add some text to it, use the PT SANS Bold font and make the font big.

Step 20

The remaining area should be filled with grey, in it we’ll place some text. This is really a secondary area which describes the image, the services, the company itself, or whatever you’d like.

Step 21

Place some blue-colored text which will be the title of the information below. Use the details in the image for Drop Shadow style.

Step 22

Add some dummy text. This could be some important information or whatever you’d like.

Step 23

Create another grey area under the featured zone, where we will add some text and icons later. Add the details as stated on the image. Mostly, the icons will promote the services offered by the company behind the website.

Step 24

Continue by adding a Gradient Overlay style for the last rectangle we have created in the anterior steps.

Step 25

Now we are adding titles and icons, as well as some divisions. The icons can be found in the resource list at the beginning of the tutorial. Be sure to choose your icons and text thoughtfully.

Step 26

At the border of both zones, create a small circle and fill it with dark brown color. Add some inner shadow as stated on the image.

Step 27

Continue by adding a drop shadow layer style. It is another small detail, but it really makes that button zone minimalistic, nice-looking and well designed.

Step 28

To finish, add a Gradient Overlay effect.

Step 29

By using the Custom Shape Tool (U), create an arrow in both circles. Now add the details shown on the screenshot.

Step 30

Continue by adding some Color Overlay for the arrow. It should also be a blue color because otherwise, it will not fit the contrast and the colors used on the whole template.

Step 31

Add a video screenshot in the free space and place a title for it. For this template, I have used a simple screenshot of a YouTube widget.

Step 32

Add the text “Product Highlights” and “Case Studies.” Let the text under the “Product Highlights” be links so you could showcase some friends’ websites or resources you admire/promote.

Step 33

Finish it by creating another form for e-mails, place all kind of other information, and whatever you’d like.

Step 34

Don’t forget to make a relevant/small footer for our template. If you have paid attention, you should know how to create the same effect as below. 

 

All done! If you have questions or suggestions, feel free to drop a comment. I hope you enjoyed this whole tutorial!

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