Observations by Claire Irving

Deeply asleep.  My eyelids are pried open. Two huge blue eyes meet my hazy gaze. They belong to my cherubic two-year old son.  I glance at the clock, and groan - 4.50am. IPAD, IPAD he says persistently.  Until a few weeks ago he could barely say his brother’s names, yet the clarity of his articulation when it comes to brand names, and the range of names he knows would make a speech therapist stutter.

Without flinching I drag the IPAD from its residence under the bed. He deftly strokes the screen, whispering in delight – IPAD.  He’s totally absorbed by its’ apps.  As a child it must feel good to be in control.  Especially as a two-year-old, when most of your day is determined by others. I stop intellectualising and enjoy the opportunity to eek out sleep.

Later in the day, my six-year old returns home from school.  A blood-curdling yell reverberates around the house.  “That’s MY toy”.  “ It’s mine now or I’ll break it” replies his four-year-old brother.  I intervene - trying by-the-book parenting tactics; counting to three, time out, reminding them of their reward chart, and that screeching at one another isn’t exactly good social protocol.  Nothing works.  Now it’s getting bloody – they’re pulling at each other’s hair and punching - hard.  I take the desperate tactic that never fails to work - “Anyone like some time on the IPAD”?  Suddenly they are best of friends plotting a “strategy” for their shared game of Angry Birds. I’m relieved to make dinner without acting as a referee.

On occasion, when the IPAD is being charged, the PC gets dusted off but does not evoke the joy of the Apple as the boys get frustrated with the controls.  Tears then ensue.  I love Apple.  I can’t count how many their increasingly intuitive innovations have been an emotional crutch and saved my sanity - they help make my household more harmonious and therefore my life easier.  They extend beyond the functionality of their straightforward and funky products and offer an emotive experience - opening up technology and giving consumers of any age or ability the confidence to explore their virtual world. My Dad, in his 70’s recently bought an IPAD- having boldly ditched the PC after seeing his grandsons on cruise control.  Like all leadership brands Apple has stayed true to its authentic self as it evolves, and has consistently delivered on its mission - man is not subservient to machine and spurned a host of copycats without the cool of the real deal.

As a time pressured parent of three boys under 6, use of the IPAD, and other Apple devices means I hit the migraine tablets with significantly less regularity, and I have pockets of stay sane time.  Not good news for Advil but great for Apple as we rapidly become an all Apple house - probably for generations to come.