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| Version 5 | Version 6 |
|---|---|
| iPad Mini unveiled by Apple as it enters small tablet market | iPad Mini unveiled by Apple as it enters small tablet market |
| (about 9 hours later) | |
| Apple has unveiled its widely-anticipated 7.9in (20.1cm) tablet, the iPad Mini. | 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 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 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. | 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. | 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 | 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. | 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". | 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. | 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. | 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. | 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. | 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 told the BBC. | "We got a mix of a bit of new Apple and bit of old Apple in the same announcement," he told the BBC. |
| Tablets, big and small, are crowding out the PC, with sales of personal computers down 8% on a year ago. | Tablets, big and small, are crowding out the PC, with sales of personal computers down 8% on a year ago. |
| In 2010 when the iPad was launched many mocked it as a plaything - but Apple, Google and even Microsoft believe the future of their industry is tablet-shaped. | In 2010 when the iPad was launched many mocked it as a plaything - but Apple, Google and even Microsoft believe the future of their industry is tablet-shaped. |
| "This is new for Apple to be responding to competitors instead of pioneering their own way. | "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. | "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." | "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. | 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. | 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 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." | "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." | 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. | The other iPad Mini wi-fi-only models will have a recommended retail price of £349 for 32GB and £429 for 64GB. |
| The devices supporting 3G and 4G data connections would be released "a couple of weeks" later, the company said. They will be priced at £369 for 16GB, £449 for 32GB and £529 for 64GB. | The devices supporting 3G and 4G data connections would be released "a couple of weeks" later, the company said. They will be priced at £369 for 16GB, £449 for 32GB and £529 for 64GB. |
| 'Kick in the face' | '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. | 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. | 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 told the BBC. | "I think a lot of people will be upset to see a new full size iPad so soon," he told the BBC. |
| "For many people that represents a pretty major purchase, something you wouldn't want to do more than once a year." | "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. | 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." | "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. | 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. | 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. | 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. | 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. |