We have seen dozens of Apple’s print ads for the iPad in national newspapers and magazines, all of which have been variations on the same theme: An iPad sits comfortably on the lap of a user who is navigating the device with an index finger. In the ads featuring a male using the iPad, he is always shown reading the New York Times or Wall Street Journal, while the ads with female users always show her organizing picture albums or reading Nicholas Sparks’ The Last Song.

I think the challenge of product development for the next generation Internet companies is managing the agile process across multiple platforms. Small companies are going to struggle here. Hence the emergence of app only company who are, in my opinion, not taking full advantage of what a great website would do to at least market their products if not extend them. The digital revolution will require more and more designers, user experience professionals, analytics people, and, most of all, product managers. Startups will be challenged to focus while simultaneously making progress across a range of platforms.