Apple has unveiled its widely-anticipated 7.9in (20.1cm) tablet, the iPad Mini. The device, which is 7.2mm (0.3in) thick and weighs 0.68lbs (0.3kg), was announced at an event in California. The entry wi-fi-only model, with 16GB storage, will cost £269 in the UK and be available on 2 November. The iPad Mini will compete directly with cheaper similar-sized tablets recently launched by Google, Amazon, Samsung and others. Apple's vice-president of marketing Phil Schiller told
attendees that the device was 23% thinner and 53% lighter than the
third-generation iPad, which was released in March this year.
Change of heart
The iPad Mini launch ends years of speculation that Apple was
considering launching a new, smaller version of its bestselling iPad
range.
In 2010, late founder Steve Jobs described 7in tablets as being "too small".
However, the company's apparent change of heart comes in the
face of mounting pressure from its closest competitors, who already
offer smaller - and crucially, cheaper - products. In the UK, both Amazon's new 7in Kindle Fire HD and Google's Nexus 7 cost £159.
During the presentation, Mr Schiller stressed the importance
of being able to hold the device in one hand - a nod to the more
travel-friendly appeal of the smaller devices. However, Adam Leach, principal analyst at Ovum, said he had expected the iPad Mini to be more competitively priced. "We got a mix of a bit of new Apple and bit of old Apple in the same announcement," he said. "This is new for Apple to be responding to competitors instead of pioneering their own way. It's old Apple as they've gone into this market with a premium pricing strategy. At the moment this doesn't place a lot of pressure on the Kindle Fire or the Nexus 7." He added that the iPad Mini was an indicator that Apple might
be nervous about losing its control over a market which it has
dominated in recent years.
During the nineties, Apple found itself outpaced in the home
computer market by Microsoft and Windows-powered computers - a period of
the company's history it will be conscious to avoid repeating. "The popularity of the Kindle e-reader and the Android
smartphones made consumers aware of Amazon content and Google services,"
said Francisco Jeronimo, research manager at consultants IDC. "The low price points of the Google Nexus 7 and the Amazon
Kindle Fire have been attracting consumers looking for more affordable
devices that also come with the content and services they already use or
want." But he added: "This new product from Apple will disrupt the market again. The iPad Mini is now the new category killer."
The other iPad Mini wi-fi-only models will have a recommended retail price of £349 for 32GB and £429 for 64GB.
Kick in the face
Apple also announced a lower-key upgrade for the full-sized
iPad. Calling it the "fourth generation" iPad, Mr Schiller said its new
A6X chip meant it had twice the CPU (central processing unit) power of
the third-generation model.
Paddy Smith, online editor for Stuff.tv, said some Apple
users might see the iPad upgrade as a "kick in the face" as the previous
model was just seven months old. "I think a lot of people will be upset to see a new full size iPad so soon," he said. "For many people that represents a pretty major purchase, something you wouldn't want to do more than once a year."
Stuff.tv's Mr Smith agreed that Christmas shoppers could be hesitant.
"I think if they look at the competition and they see that
the Google Nexus 7 is £100 cheaper it's going to be hard to ignore that -
unless you're buying for a hardcore Apple fan." However, IDC predicted that the new device would boost Apple's already dominant position in the tablet market. It forecast that Apple would hold a 68% share of the market in 2012, compared to 29% for Android tablets. Both would fall off slightly next year with the launch of Windows 8 tablets, IDC said.
The firm also announced upgrades to its Macbook Pro, iMac and Mac Mini ranges of computers. "Its new iMac machines have been made 80% thinner at the edges than previous models", Mr Schiller said.
Apple is widely expected to launch a smaller version of the iPad later
on Tuesday, into what is becoming an increasingly crowded tablet market.
The launch will be watched by fans keen for a cheaper device while
detractors will see it as another test for chief executive Tim Cook. Demand for smaller tablets have been proved by the success of Amazon's Kindle and Google's Nexus 7. The event in San Jose, US, kicks off at 10:00 local time (17:00 GMT).
Price point
Most analysts agree that the price of the pocket-sized iPad will be key to its success.
Currently Apple's 9.7in iPad 3 has a starting price of $499 (£399 in the UK) while its iPad 2 can be bought for $399 (£329). To date, Apple has sold more than 84 million iPads, with the device accounting for 26% of Apple's third quarter revenue.
The new mini iPad is expected to shave a couple of inches
from its larger cousin with analysts predicting a "sweet spot" price of
about £200. That would make it an "affordable Christmas present", said Maciej Gornicki, an analyst at IDC. The risk for Apple, said Ovum analyst Adam Leach, will be cannibalising its existing iPad range.
"If an iPad customer wants to upgrade will they still go high end?" he asked.
A survey of 1,000 consumers by US firm Baird Equity Research
suggested that, on average, consumers would be prepared to pay $242
(£150) for a 7in iPad and $268 (£167) for an 8in model.
Amazon's new 7in Kindle Fire HD costs $199 (£129 in the UK). A
slightly larger version, shipping on November 20, will sell for $299
(£159). Google's Nexus 7 has a price tag of $250 (£159).
The launch of the mini iPad will be keenly watched by Apple
critics who have questioned whether the firm has lost its edge since the
death of Steve Jobs.
The fact that, unlike previous product launches, there is
little doubt about what is coming could be significant, thinks Mr Leach.
"It represents a change in the way Apple go to market and the
way people perceive Apple. It is a move away from how Steve Jobs did
things. It is being headed, dare I say it, more like a normal technology
company," he said.
'Sea change'
Two years ago when mini tablets began to hit the market, Steve
Jobs famously said that in his opinion they would not succeed because
the size was insufficient to "create great tablet apps".
That Apple has changed its mind represents another important "sea change" for the company, thinks Mr Leach "Apple is now in the role of following what the market is doing,
responding to the threat of the Google Nexus and the Kindle Fire," he
said.
While internally Apple may be regretting losing its image as a
market leader, it could be good news for consumers, thinks Paddy Smith,
editor of Stuff.tv. "Having buckled under public pressure to increase the size of
the iPhone's screen, Apple can now be seen once again creating a
product based on listening to its customers, rather than thinking it
always knows best. "We think a smaller iPad - with a lower price tag - is a sure-fire Christmas hit. And Apple knows it, too," he said.
Boosted by its new iPad, Apple will continue to dominate the
tablet market, predicts IDC. It said that Apple will hold a 68% share of
the market in 2012, compared to 29% for Android tablets. Both will fall off slightly next year with the launch of Windows 8 tablets, IDC said.
Ice Blue Line is a Danish design firm that is offering some unique iPad and iPhone holders made of acrylic and steel. There are four different iPad wall mounted holders. Three of them are arcylic and one is steel. There is also one iPhone holder for your desk, that is made of acrylic and available in two colors. The wrap around hands are cute, but I think they would just get in the way of using the devices… All of the Ice Blue Line holders are available now with a price range of $42.00 – $60.00.
IPad Holder
A feminine expression characterizes this wall-mounted iPad holder: Powder Puff. With its soft ornamental look it is a fine contrast to the somewhat tighter iPad. Bright polished and special-designed screws come with this model. Hung on the wall it serves both as a decoration and as a holding device for the iPad when recharging.
IPhone Holder
One Hand. Toned in grey or green this iPhone holder signals timelessness. Its classic colour matches the iPhone whereas the design adds a twist of lively youthfulness. Together they form a fine frame for the iPhone when parked or recharging. The holder is made by curved acrylic.
