What not to expect from Apple's upcoming iPad announcement: A moon shot

If Apple announces just a new iPad and Mac refresh, as the rumor mill has suggested it will, couldn’t the company just post it on its blog like Google did today?

Tomorrow id Apple just announces an iPad and a Mac , only Apple customers will be impressed. Apple’s brand is only making incremental progress. The automotive industry makes incremental improvements every year, but the world doesn't take notice. The world anticipates the next Apple product category to follow the Mac, Macbook, iPod, iPhone, and iPad breakthroughs. To meet consumer expectations, Apple needs to introduce the computer industry equivalent of a flying car. In Google terms, Apple needs to land a moon shot.