Admittedly I’m coming in late to the party. I had all sorts of excuses – I already have a MacBook Pro, as well as the latest generation of iPod Touch. Why would I need an iPod with a giant screen to run mostly the same apps I can already run on my iPod?

After buying an iPad 2, I understand what all the fuss is about. It has also become immediately clear to me why there is a booming iPad market but currently not much of a tablet market. The reason is staring everyone in the face, yet few seem to see it, particularly large tech companies that are struggling to compete in the wrong arena.

The iPad is admittedly an incredibly nice piece of hardware – however, that’s not why it is so successful. The reason for the iPad’s overwhelming appeal and success is very simple – it revolves in large part around being able to run well-written targeted iOS iPad-specific apps that take advantage of the iPad’s screen size and svelte form factor. At about the size of a traditional magazine, it takes the best elements of the multimedia computer and puts them into a highly-readable, touch-interactive color screen that will easily fit into places and situations where even laptop computers don’t work so well.

In short, it’s all about the content and being able to easily consume it anywhere. The content isn’t just about browsing, listening to music or watching videos. The content in large part is the iPad-specific apps themselves, some of which are incredible, such as the 100% free Flipbook RSS reader app.

Amazon has a chance at success with the 7” Kindle Fire, not so much because of the $200 price point, but because Amazon has a lot of ready-made content hanging out in its cloud. Many people pooh-poohed the original Amazon Kindle, only to witness it quickly morph into a success. The Kindle was not and has never been a success because of the Kindle hardware – the plethora of Amazon ebook content is what caused the original Kindle rise to stardom. The availability of the content finally got the ebook ball rolling in a huge way, and the mass market finally realized the incredible convenience and advantage of having a cloud-connected ereader.

Would-be iPad competitors will never effectively compete with hardware alone, no matter how sexy or inexpensive they are able to make it. To borrow part of a phrase from an early 1990’s presidential campaign, we would all do well to paste this sign on our wall:

“It’s the content, stupid.”