Here is a good article that discusses Apple's marketing strategies and how the iPad should be targeted (i.e., not at people who already have laptops and iPhones -- unless the iPad allows one to be given up).
Necessity vs. Want & Apple’s Mobile Pitch for The iPad
"I really don’t agree with its product pitch, because all it’s meant to do is either entice previous Apple owners to buy yet another device, or to encourage you to buy more Apple products. Which isn’t right, because Apple isn’t selling a philosophy – they’re trying to sell a device (bad move). Apple, man up! Pull your pants up and sell this on the idea that it’s a laptop replacement, that it’s the future of computing, and not an accompanying device. Because there are three truths to reveal and I’m not afraid to call them out...."