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47.9Talking HeadProblem Callout hookConsumer Apps
Hook
The Original iPad Loses Major Feature in Just 33 Days
@andruedwards
199.3K followers · usually 383 views a post
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18.4K
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323
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Why it worked
The video leverages a surprising historical fact about a popular product (the iPad) and a major carrier (AT&T) to create a compelling narrative. The short timeframe of 33 days highlights a significant change in service, making the story intriguing and shareable.
Summary
This video explains how the original iPad's unlimited data plan, initially offered by AT&T for $29.99, was discontinued for new customers just 33 days after the iPad's launch. Existing subscribers could keep the plan, but canceling it meant losing the option forever.
Structure
- 1Introduction of the iPad's unlimited data plan.
- 2Steve Jobs presenting the plan's features and benefits.
- 3The plan's availability and the iPad's launch date.
- 4AT&T's announcement to discontinue unlimited data for new customers.
- 5Comparison of the new data plans to the old unlimited plan.
- 6Explanation of how existing subscribers could retain the unlimited plan.
Product placement
iPad (Acts: a tablet computer that provides internet access and runs apps. Removing it would change the video's topic.)
Steve Jobs (Appears: a person speaking in a historical presentation. Removing him would change the video's topic.)
AT&T (Acts: a mobile carrier that provides data plans. Removing it would change the video's topic.)
On-screen text
Original caption
This iPad promise lasted 33 days. When Steve Jobs unveiled the original iPad, one of its killer features was a ridiculously simple cellular plan: $29.99 a month for unlimited 3G, no contract, managed right from the iPad. You turn it on when you need it, cancel when you don’t, and turn it back on later, all within the Settings app. The Wi-Fi + 3G iPad launched on April 30, 2010., but just 33 days later, AT&T announced it was killing unlimited data for new customers and replacing it with 2GB for $25. And there was one nasty catch for anyone grandfathered into unlimited: cancel the plan once, and you could never get it back. The huge "cancel and re-enable at any time for $30" that @apple promised one month prior was gone. Did you remember this happening? #iPad #Apple #SteveJobs #att #techtok
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