HP's Apotheker emphasized in an earnings call "the tablet effect is real and sales of the TouchPad are not meeting our expectations. The velocity of change in the personal device marketplace continues to increase as the competitive landscape is growing increasingly more complex especially around the personal computing area." By the tablet effect Apotheker means the Apple iPad. The tablet is becoming popular but not the other tablets from Samsung, HP and other makers. It is the iPad that is the product customers turn to and the tablets of competitors are not accepted as a substitute. As a result CEO Apotheker plans to exit the tablet and PC business.