They just have to make it appealing enough, a loooot of people buy ipads because they're cool and they project themselves into all these fancy advertised situations, 90% of the time it ends up gathering dust or being used 15 min on a sunday morning while you're too lazy to get out of bed.

Most people I know who use iPads do so because a phone is too small to see or type on, but an actual computer/laptop is too complicated and intimidating to use.