Apple has always had a way of making customer forget that other brands exist. When the iPod was release, rarely anyone said they wanted an MP3 player, they wanted an iPod. Even though it was just an MP3 player, Apple put the product across as more than another device on the market. Apple market their products as a lifestyle choice, almost in a ‘it’s us and them’ kind of way.
So, it make sense that when it comes to tablet PCs, many consumers only know of the iPad and refer to all tablet PCs as iPads. If someone is holding a Samsung Galaxy tablet, the question asked is ‘is that an iPad’, over ‘what kind of tablet PC is that?’ This gives Apple an advantage over competitors, as in the minds of consumers Apple isn’t competing with anyone else, and the competitors are competing with Apple and themselves. Yet Apple doesn’t have to compete with them in return.