How do you save a company that sells products people don’t know they need? This has to be the question Steve Jobs has been asking himself ever since he was escorted back to the business he helped create.

How do you promote something most consumers don’t understand? Something most tech people know has better counterparts? The only way I know is to create a "brand" around it. To make it “cool” or “appealing,” as it were…

Is the iPhone cool? How about the new iPad? We all remember growing up and how it felt to want to be cool. To be accepted is a very powerful thing. Was that the Apple co-founder’s plan? Was it: “If I’m going to resurrect this company, I have to single handed make people think they need what we sell…”

Reading the latest posts about the iPad makes you wonder though. Hearing major tech bloggers switch to the Google/HTC Nexus one is a little confusing. Is Apple losing it’s appeal? Has Steve missed his consumer product mark?

Well according to one video, he hit his mark dead center. The Incredibly famous singer Rihanna is not aware of the new iPad but she is aware that if you don’t own an Apple device, you are labeled lame. Now think about that for a second. No Flash, no multitasking, starting 500 dollars. This device makes it cool to do less than what any other device in it’s category does.

Is that bad? No, that is called marketing and product placement. Tell us how beautiful and appealing this device is and we, evidently, will agree. Tell us over and over how we need this thing to fully enjoy the web and we will agree. Why? Because Apple is cool and so is the iPad (I suppose).

See the recent iPad highlighted coverage:

Is Hulu Coming to the iPad?

The New Browser Wars: Flash vs. Swipe

Top 5 Reasons Why the Apple iPad Will Succeed BIG

Apple iPad = iTunes New Money Making Machine

What You’re Not Hearing (Yet) About the #iPad