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Next version
| Version 1 | Version 2 |
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| iPad mini features: what tablet users like – and what the analysts say | iPad mini features: what tablet users like – and what the analysts say |
| (34 minutes later) | |
| The launch of the iPad mini by Apple has gained huge interest – as much as anything for the fact that Phil Schiller compared it directly in onscreen presentations to the Google Nexus 7, pointing out the differences in some app experiences and screen area available for web browsing. | The launch of the iPad mini by Apple has gained huge interest – as much as anything for the fact that Phil Schiller compared it directly in onscreen presentations to the Google Nexus 7, pointing out the differences in some app experiences and screen area available for web browsing. |
| But what do the analysts say – and what do people say? First, some data from the survey company Nielsen; and then what the analysts have said. | But what do the analysts say – and what do people say? First, some data from the survey company Nielsen; and then what the analysts have said. |
| Nielsen has some data about American tablet owners (and non-owners) which may be telling as we consider the coming "shelf wars" between the different tablets from Amazon, Apple, Google, Samsung and others. | Nielsen has some data about American tablet owners (and non-owners) which may be telling as we consider the coming "shelf wars" between the different tablets from Amazon, Apple, Google, Samsung and others. |
| According to Nielsen: • More than 15% of US TV households own one or more tablets (Q1 2012). • 60% of new US tablet owners said device size was important in their decision to buy within the last year (Q2 2012). • 27% of US tablet buyers said they already own an eReader in their household (Q2 2012). • Among US tablet buyers, 68% didn't consider purchasing any other device (Q2 2012). | According to Nielsen: • More than 15% of US TV households own one or more tablets (Q1 2012). • 60% of new US tablet owners said device size was important in their decision to buy within the last year (Q2 2012). • 27% of US tablet buyers said they already own an eReader in their household (Q2 2012). • Among US tablet buyers, 68% didn't consider purchasing any other device (Q2 2012). |
| And how do they use them? • A majority of American tablet owners are likely to purchase media content on their tablets – and more likely to buy music, books, and movies on their tablets – compared with European consumers. In comparison, European tablet owners are more willing to pay for news content. | And how do they use them? • A majority of American tablet owners are likely to purchase media content on their tablets – and more likely to buy music, books, and movies on their tablets – compared with European consumers. In comparison, European tablet owners are more willing to pay for news content. |
| • American families see tablets as teacher, playmate, and babysitter: 70% of tablet-owning households with children under 12 say they let them use the device. | • American families see tablets as teacher, playmate, and babysitter: 70% of tablet-owning households with children under 12 say they let them use the device. |
| • While smartphone owners are more likely to use their devices for activities on-the-go and in-store, US tablet owners are more like to use it for online shopping than on smartphone. | • While smartphone owners are more likely to use their devices for activities on-the-go and in-store, US tablet owners are more like to use it for online shopping than on smartphone. |
| There's also this infographic showing how US owners thought about tablets. | There's also this infographic showing how US owners thought about tablets. |
A notable point there: tablet buyers weren't very price-sensitive. But of course, that only tells you about existing owners – not the ones who haven't bought so far. | A notable point there: tablet buyers weren't very price-sensitive. But of course, that only tells you about existing owners – not the ones who haven't bought so far. |
| And now the analysts: | And now the analysts: |
| Francisco Jeronimo, smartphones and tablets analyst, IDC, thinks it will "disrupt the market again": | Francisco Jeronimo, smartphones and tablets analyst, IDC, thinks it will "disrupt the market again": |
| "Apple created the tablet category and pushed other vendors to find niche segments, as they were not able to compete with the category killer, the 10-inch iPad. Although the likes of Google, Samsung or Amazon have found a market opportunity for their smaller and cheaper tablets, as consumers started to realise what a tablet could be used for, but wanted a more portable and cheaper device. | "Apple created the tablet category and pushed other vendors to find niche segments, as they were not able to compete with the category killer, the 10-inch iPad. Although the likes of Google, Samsung or Amazon have found a market opportunity for their smaller and cheaper tablets, as consumers started to realise what a tablet could be used for, but wanted a more portable and cheaper device. |
| The seven-inch size, priced at around $200, with content provided from companies like Amazon or Google was expected to become a sweet spot in the market. Despite the position that Steve Jobs took against the 7-inch tablets, Apple needed to respond, otherwise it would risk losing an important share of the tablet market. The popularity of the Kindle eReader and the Android smartphones made consumers aware of Amazon content and Google services. 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 seven-inch size, priced at around $200, with content provided from companies like Amazon or Google was expected to become a sweet spot in the market. Despite the position that Steve Jobs took against the 7-inch tablets, Apple needed to respond, otherwise it would risk losing an important share of the tablet market. The popularity of the Kindle eReader and the Android smartphones made consumers aware of Amazon content and Google services. 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. |
| "This new product from Apple will disrupt the market again. The iPad Mini is now the new category killer. Competitors will need to return to their R&D centres and find ways to develop even cheaper versions of their products and figure out how to profit from the content, while Apple will continue to make a profit from the hardware and the content! | "This new product from Apple will disrupt the market again. The iPad Mini is now the new category killer. Competitors will need to return to their R&D centres and find ways to develop even cheaper versions of their products and figure out how to profit from the content, while Apple will continue to make a profit from the hardware and the content! |
| "The popularity of the brand, the iOS ecosystem and now a more affordable price will make the iPad mini a hot product this Christmas season. Despite a higher price and strong competition from the Google's Nexus 7 and the Amazon Kindle Fire, Apple continues to deliver the best in class integration between software and hardware, delighting users with a rich content experience. | "The popularity of the brand, the iOS ecosystem and now a more affordable price will make the iPad mini a hot product this Christmas season. Despite a higher price and strong competition from the Google's Nexus 7 and the Amazon Kindle Fire, Apple continues to deliver the best in class integration between software and hardware, delighting users with a rich content experience. |
| "When Apple launched the first iPad, consumers didn't know what to do with it, but they knew they loved and wanted it. Now Apple launches a product for those who always knew what to do with a tablet, but couldn't afford it." | "When Apple launched the first iPad, consumers didn't know what to do with it, but they knew they loved and wanted it. Now Apple launches a product for those who always knew what to do with a tablet, but couldn't afford it." |
| Fred Huet, managing director at Greenwich Consulting thinks that discussion of "missing features" misses the point: | Fred Huet, managing director at Greenwich Consulting thinks that discussion of "missing features" misses the point: |
| "Today's launch of the iPad Mini could prove to be a pivotal moment in disrupting the 7-inch media tablet space, an area that Android vendors have largely operated in alone, up until this point. Whilst mini in size, this device is set to throw one almighty punch in the direction of all competitors, who have for so long now had a torrid time competing against the 10-inch iPad. The iPad Mini is a clear warning shot to all competitors that the world's most valuable company is not willing to share any of its 70% market share in the tablet industry, at least not without a strong fight. "As with all Apple launches, critics are always there to raise an eyebrow and discuss the missing features, and this is no exception. The lack of retina display for example was always to be expected, after all, one of Apple's biggest predicaments is that its current iPad is proving far too successful. This is a strange position to be in, but it must be remembered that the iPad Mini has been primarily launched to support its bigger brother and to maintain Apple's overall market share. The nightmare scenario for Apple would be if their latest device was so convincing that it substituted potential new iPad custom to a smaller model on a lower price tier, effectively cannibalising existing sales. "Whether the iPad mini takes off among consumers remains to be seen. Sales are expected to be strong in Asia, and particularly China, where there is recognised consumer demand for a product of this size. Such a trend remains in its early stages in the UK, but with mobile screens becoming increasingly larger in size, this seems like a natural progression, something that Apple could capitalise upon. | "Today's launch of the iPad Mini could prove to be a pivotal moment in disrupting the 7-inch media tablet space, an area that Android vendors have largely operated in alone, up until this point. Whilst mini in size, this device is set to throw one almighty punch in the direction of all competitors, who have for so long now had a torrid time competing against the 10-inch iPad. The iPad Mini is a clear warning shot to all competitors that the world's most valuable company is not willing to share any of its 70% market share in the tablet industry, at least not without a strong fight. "As with all Apple launches, critics are always there to raise an eyebrow and discuss the missing features, and this is no exception. The lack of retina display for example was always to be expected, after all, one of Apple's biggest predicaments is that its current iPad is proving far too successful. This is a strange position to be in, but it must be remembered that the iPad Mini has been primarily launched to support its bigger brother and to maintain Apple's overall market share. The nightmare scenario for Apple would be if their latest device was so convincing that it substituted potential new iPad custom to a smaller model on a lower price tier, effectively cannibalising existing sales. "Whether the iPad mini takes off among consumers remains to be seen. Sales are expected to be strong in Asia, and particularly China, where there is recognised consumer demand for a product of this size. Such a trend remains in its early stages in the UK, but with mobile screens becoming increasingly larger in size, this seems like a natural progression, something that Apple could capitalise upon. |
| "Over the years, Apple have been somewhat reserved when selecting screen sizes for each its mobile devices, as confirmed at the launch of the iPhone 5, a smartphone designed to stand 0.8 inch smaller than its key rival, the Samsung Galaxy SIII. Those past reservations however could now play into the hands of Apple, with the iPad Mini clearly positioned as a neat compromise to those seeking a mid-sized Apple device, one that is arguably too big to compete with a smartphone and yet small enough not to damage sales of the iPad. | "Over the years, Apple have been somewhat reserved when selecting screen sizes for each its mobile devices, as confirmed at the launch of the iPhone 5, a smartphone designed to stand 0.8 inch smaller than its key rival, the Samsung Galaxy SIII. Those past reservations however could now play into the hands of Apple, with the iPad Mini clearly positioned as a neat compromise to those seeking a mid-sized Apple device, one that is arguably too big to compete with a smartphone and yet small enough not to damage sales of the iPad. |
| "This is a strategy that Steve Jobs himself opposed in 2010, but is one that has become necessary today considering the growing consumer demand across the globe for mid-sized devices. Furthermore, this is a launch that would perhaps not be as beneficial for the likes of Samsung to execute, considering the vast array of sizes that already exist in its product range. Should the iPad Mini sell out with its premium price tag, competition will need to quickly find another point of differentiation, in order to take a hold on the tablet market, which is projected to stand at around $162bn by 2017." | "This is a strategy that Steve Jobs himself opposed in 2010, but is one that has become necessary today considering the growing consumer demand across the globe for mid-sized devices. Furthermore, this is a launch that would perhaps not be as beneficial for the likes of Samsung to execute, considering the vast array of sizes that already exist in its product range. Should the iPad Mini sell out with its premium price tag, competition will need to quickly find another point of differentiation, in order to take a hold on the tablet market, which is projected to stand at around $162bn by 2017." |
| Ravi Kamran, chief executive of Trademob, a European app marketing platform, thinks the money is in the ecosystem: | Ravi Kamran, chief executive of Trademob, a European app marketing platform, thinks the money is in the ecosystem: |
| "The tablet market is gaining steam. Initially Google and Amazon had to respond to the iPad, and they did so with their 7-inch tablets. Now it's Apple's turn to respond with the fourth-generation iPad and iPad Mini. Ultimately, when we see this kind of heated competition, it's consumers who benefit. At last count, there were about 225,000 apps optimised for the iPad – an impressive number, but only a fraction of the apps available on the iPhone. As more people purchase tablets, app developers will increasingly see an opportunity to make money from a market that has nowhere to go but up. | "The tablet market is gaining steam. Initially Google and Amazon had to respond to the iPad, and they did so with their 7-inch tablets. Now it's Apple's turn to respond with the fourth-generation iPad and iPad Mini. Ultimately, when we see this kind of heated competition, it's consumers who benefit. At last count, there were about 225,000 apps optimised for the iPad – an impressive number, but only a fraction of the apps available on the iPhone. As more people purchase tablets, app developers will increasingly see an opportunity to make money from a market that has nowhere to go but up. |
| "Apple, Google and Amazon clearly view tablets as vehicles for content. For them, the money isn't there to be made with the hardware, but rather with the rich ecosystem of apps and similar content." | "Apple, Google and Amazon clearly view tablets as vehicles for content. For them, the money isn't there to be made with the hardware, but rather with the rich ecosystem of apps and similar content." |
| Comments | Comments |
| 14 comments, displaying first | |
| 24 October 2012 11:49AM | 24 October 2012 11:49AM |
| This would have killed the market 18 months ago ( or its then equivalent). The price is wrong, Apple need to get over their margins. Every other company they compete against take a hit, one way or the other, to gain market - Apple have down that with iPods. Now this is just - too much. $239 would have been a killer. | This would have killed the market 18 months ago ( or its then equivalent). The price is wrong, Apple need to get over their margins. Every other company they compete against take a hit, one way or the other, to gain market - Apple have down that with iPods. Now this is just - too much. $239 would have been a killer. |
| Link to this comment: | Link to this comment: |
| 24 October 2012 12:01PM | 24 October 2012 12:01PM |
| Low resolution, low PPI, low spec processor - all this can be yours for only £100 MORE than a much higher spec Nexus 7 or Amazon Kindle Fire HD. Bargain! | Low resolution, low PPI, low spec processor - all this can be yours for only £100 MORE than a much higher spec Nexus 7 or Amazon Kindle Fire HD. Bargain! |
| Don't worry, it's very good. | Don't worry, it's very good. |
| Link to this comment: | Link to this comment: |
| 24 October 2012 12:03PM | 24 October 2012 12:03PM |
| I think these analysts are missing the bigger picture when it comes to tablets. Apple had to release the mini: | I think these analysts are missing the bigger picture when it comes to tablets. Apple had to release the mini: |
| 1 - Because it doesn't want a repeat of the smartphone market where Android has dominated the lower end 2 - The tablet market is splitting in two. 10 inch tablets will start replacing laptops as mobile productivity devices over the next few years, leaving smaller 7 inch tablets as pure entertainment/consumption devices. That was always going to happen and Apple was smart enough to make a u-turn early on. | 1 - Because it doesn't want a repeat of the smartphone market where Android has dominated the lower end 2 - The tablet market is splitting in two. 10 inch tablets will start replacing laptops as mobile productivity devices over the next few years, leaving smaller 7 inch tablets as pure entertainment/consumption devices. That was always going to happen and Apple was smart enough to make a u-turn early on. |
| As for the Mini Vs Nexus 7, Apple still has the edge when it comes to the 'eco-system' (apps and other content), especially for tablets. It's so easy for an app developer to create an iPad-optimised app (as there's little device fragmentation), whereas Android tablets are all over the place. It's only since JellyBean that Google has gotten its act together. This has given Apple a big head start and massively important when it comes to apps. I have an Android smartphone, but I would buy an iPad Mini over a Nexus 7 purely because of the quality and quantity of tablet-focused apps on the App Store. | As for the Mini Vs Nexus 7, Apple still has the edge when it comes to the 'eco-system' (apps and other content), especially for tablets. It's so easy for an app developer to create an iPad-optimised app (as there's little device fragmentation), whereas Android tablets are all over the place. It's only since JellyBean that Google has gotten its act together. This has given Apple a big head start and massively important when it comes to apps. I have an Android smartphone, but I would buy an iPad Mini over a Nexus 7 purely because of the quality and quantity of tablet-focused apps on the App Store. |
| Link to this comment: | Link to this comment: |
| 24 October 2012 12:04PM | 24 October 2012 12:04PM |
| Is the number of "tablet specific" apps not misleading? iPhone apps don't work on tablets, Android apps are, generally, universal. | Is the number of "tablet specific" apps not misleading? iPhone apps don't work on tablets, Android apps are, generally, universal. |
| Link to this comment: | |
| 24 October 2012 12:06PM | |
| "A notable point there: tablet buyers weren't very price-sensitive. But of course, that only tells you about existing owners – not the ones who haven't bought so far." | |
| The Nielsen data may be less relevant here for Apple because they are not the first into the mini tablet category and in my view, their features are not unique. Despite Phil Schiller's best efforts yesterday to rubbish the Nexus 7, the fact that Apple had to resort to bad mouthing the Nexus 7 is an act of some desperation and a tactic that they rarely use. | |
| If the price difference were minimal, Nielsen might have some weight to their argument. II note that their survey did not ask about sticking with the same ecosystem.....ie, if you are into the Google ecosystem or the Apple ecosystem....which would also seem relevant. No, the fact that by the time someone walks out of an Apple store with a new iPad mini, they will have been conscious now of paying nearly twice the price of a Nexus 7 is a point that no doubt Google will be driving home when they make their presentation next week in NYC. | |
| Link to this comment: | |
| 24 October 2012 12:08PM | |
| yeah it seems odd that people wouldn't want to spend substantially less on something that does more or less the same thing. I expect this to sell quite well but probably more at the expense of the full size ipad rather than the other tablets in the market, if people are after the brand/ecosystem then they'll always go for it regardless of whether Google offer something as good or not. | |
| on a separate note I am convinced that two people sat near me on the train both using Macbooks were boyfriend and girlfriend - why on earth would any couple need a macbook each... has the world gone mad? | |
| Link to this comment: | |
| 24 October 2012 12:12PM | |
| Low resolution, low PPI, low spec processor - all this can be yours for only £100 MORE than a much higher spec Nexus 7 or Amazon Kindle Fire HD. Bargain! | |
| Don't worry, it's very good. | |
| Wow! How did you get hold of Charles Arthur's review of it before he's published it?! ;-) | |
| I'm always wary when "industry analysts" rant and rave about something, especially when it has just been announced. They didn't rant and rave about iOS6's mapping services once they actually had their hands on them... | |
| Link to this comment: | |
| 24 October 2012 12:14PM | |
| if Apple are now fighting for the bottom of the market and in doing so bad-mouthing their competitors, isn't this the antithesis of a "cool", "exclusive" brand that Apple purports to be? | |
| Link to this comment: | |
| 24 October 2012 12:27PM | |
| ""When Apple launched the first iPad, consumers didn't know what to do with it, but they knew they loved and wanted it. Now Apple launches a product for those who always knew what to do with a tablet, but couldn't afford it."" | |
| That ain't analyst stuff, that is full blown meaningless marketing. | |
| Link to this comment: | |
| 24 October 2012 12:33PM | |
| I think Apple's decision to keep build quality high and a higher price with it means they're not going after the low end where things get commoditised and profit margins shrink. | |
| Probably logical from a business point of view. - the illustration of just how much more screen real estate you get compared with the narrower screen alternatives made sense - although the iPhone 5 could lose out on that style comparison with galaxy notes etc. | |
| So it means there is the low end mini tab market left for google & amazon to battle over - no bad thing as its never good for one company to completely own a market. | |
| Link to this comment: | |
| 24 October 2012 12:33PM | |
| @AngusThe Bull "Is the number of "tablet specific" apps not misleading? iPhone apps don't work on tablets, Android apps are, generally, universal." | |
| Wrong way round. iPhone apps are (amost?) universal, so the mini would be able to tap into all the apps, iPhone and iPad alike | |
| Link to this comment: | |
| 24 October 2012 12:35PM | |
| it looks either underspec'd or over priced | |
| but there will be a market for these, as some people would rather pay the premium for the brand - and others will want to have a smaller tablet to complement their existing Apple devices | |
| i just can't see any compelling reason to buy one over the Nexus 7 | |
| Link to this comment: | |
| 24 October 2012 12:37PM | |
| Reading and commenting on this on my Nexus 7. Not really the chore whatever-his-name-is at Apple said last night. | |
| Link to this comment: | |
| 24 October 2012 12:39PM | |
| iPhone apps are (amost?) universal | |
| Wrong, just look at the numbers. | |
| Link to this comment: | Link to this comment: |
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| Data from Nielsen surveying existing tablet owners shows a skew away from price and towards features | Data from Nielsen surveying existing tablet owners shows a skew away from price and towards features |
| The launch of the iPad mini by Apple has gained huge interest – as much as anything for the fact that Phil Schiller compared it directly in onscreen presentations to the Google Nexus 7, pointing out the differences in some app experiences and screen area available for web browsing. | The launch of the iPad mini by Apple has gained huge interest – as much as anything for the fact that Phil Schiller compared it directly in onscreen presentations to the Google Nexus 7, pointing out the differences in some app experiences and screen area available for web browsing. |
| But what do the analysts say – and what do people say? First, some data from the survey company Nielsen; and then what the analysts have said. | But what do the analysts say – and what do people say? First, some data from the survey company Nielsen; and then what the analysts have said. |
| Nielsen has some data about American tablet owners (and non-owners) which may be telling as we consider the coming "shelf wars" between the different tablets from Amazon, Apple, Google, Samsung and others. | Nielsen has some data about American tablet owners (and non-owners) which may be telling as we consider the coming "shelf wars" between the different tablets from Amazon, Apple, Google, Samsung and others. |
| According to Nielsen: • More than 15% of US TV households own one or more tablets (Q1 2012). • 60% of new US tablet owners said device size was important in their decision to buy within the last year (Q2 2012). • 27% of US tablet buyers said they already own an eReader in their household (Q2 2012). • Among US tablet buyers, 68% didn't consider purchasing any other device (Q2 2012). | According to Nielsen: • More than 15% of US TV households own one or more tablets (Q1 2012). • 60% of new US tablet owners said device size was important in their decision to buy within the last year (Q2 2012). • 27% of US tablet buyers said they already own an eReader in their household (Q2 2012). • Among US tablet buyers, 68% didn't consider purchasing any other device (Q2 2012). |
| And how do they use them? • A majority of American tablet owners are likely to purchase media content on their tablets – and more likely to buy music, books, and movies on their tablets – compared with European consumers. In comparison, European tablet owners are more willing to pay for news content. | And how do they use them? • A majority of American tablet owners are likely to purchase media content on their tablets – and more likely to buy music, books, and movies on their tablets – compared with European consumers. In comparison, European tablet owners are more willing to pay for news content. |
| • American families see tablets as teacher, playmate, and babysitter: 70% of tablet-owning households with children under 12 say they let them use the device. | • American families see tablets as teacher, playmate, and babysitter: 70% of tablet-owning households with children under 12 say they let them use the device. |
| • While smartphone owners are more likely to use their devices for activities on-the-go and in-store, US tablet owners are more like to use it for online shopping than on smartphone. | • While smartphone owners are more likely to use their devices for activities on-the-go and in-store, US tablet owners are more like to use it for online shopping than on smartphone. |
| There's also this infographic showing how US owners thought about tablets. | There's also this infographic showing how US owners thought about tablets. |
A notable point there: tablet buyers weren't very price-sensitive. But of course, that only tells you about existing owners – not the ones who haven't bought so far. | A notable point there: tablet buyers weren't very price-sensitive. But of course, that only tells you about existing owners – not the ones who haven't bought so far. |
| And now the analysts: | And now the analysts: |
| Francisco Jeronimo, smartphones and tablets analyst, IDC, thinks it will "disrupt the market again": | Francisco Jeronimo, smartphones and tablets analyst, IDC, thinks it will "disrupt the market again": |
| "Apple created the tablet category and pushed other vendors to find niche segments, as they were not able to compete with the category killer, the 10-inch iPad. Although the likes of Google, Samsung or Amazon have found a market opportunity for their smaller and cheaper tablets, as consumers started to realise what a tablet could be used for, but wanted a more portable and cheaper device. | "Apple created the tablet category and pushed other vendors to find niche segments, as they were not able to compete with the category killer, the 10-inch iPad. Although the likes of Google, Samsung or Amazon have found a market opportunity for their smaller and cheaper tablets, as consumers started to realise what a tablet could be used for, but wanted a more portable and cheaper device. |
| The seven-inch size, priced at around $200, with content provided from companies like Amazon or Google was expected to become a sweet spot in the market. Despite the position that Steve Jobs took against the 7-inch tablets, Apple needed to respond, otherwise it would risk losing an important share of the tablet market. The popularity of the Kindle eReader and the Android smartphones made consumers aware of Amazon content and Google services. 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 seven-inch size, priced at around $200, with content provided from companies like Amazon or Google was expected to become a sweet spot in the market. Despite the position that Steve Jobs took against the 7-inch tablets, Apple needed to respond, otherwise it would risk losing an important share of the tablet market. The popularity of the Kindle eReader and the Android smartphones made consumers aware of Amazon content and Google services. 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. |
| "This new product from Apple will disrupt the market again. The iPad Mini is now the new category killer. Competitors will need to return to their R&D centres and find ways to develop even cheaper versions of their products and figure out how to profit from the content, while Apple will continue to make a profit from the hardware and the content! | "This new product from Apple will disrupt the market again. The iPad Mini is now the new category killer. Competitors will need to return to their R&D centres and find ways to develop even cheaper versions of their products and figure out how to profit from the content, while Apple will continue to make a profit from the hardware and the content! |
| "The popularity of the brand, the iOS ecosystem and now a more affordable price will make the iPad mini a hot product this Christmas season. Despite a higher price and strong competition from the Google's Nexus 7 and the Amazon Kindle Fire, Apple continues to deliver the best in class integration between software and hardware, delighting users with a rich content experience. | "The popularity of the brand, the iOS ecosystem and now a more affordable price will make the iPad mini a hot product this Christmas season. Despite a higher price and strong competition from the Google's Nexus 7 and the Amazon Kindle Fire, Apple continues to deliver the best in class integration between software and hardware, delighting users with a rich content experience. |
| "When Apple launched the first iPad, consumers didn't know what to do with it, but they knew they loved and wanted it. Now Apple launches a product for those who always knew what to do with a tablet, but couldn't afford it." | "When Apple launched the first iPad, consumers didn't know what to do with it, but they knew they loved and wanted it. Now Apple launches a product for those who always knew what to do with a tablet, but couldn't afford it." |
| Fred Huet, managing director at Greenwich Consulting thinks that discussion of "missing features" misses the point: | Fred Huet, managing director at Greenwich Consulting thinks that discussion of "missing features" misses the point: |
| "Today's launch of the iPad Mini could prove to be a pivotal moment in disrupting the 7-inch media tablet space, an area that Android vendors have largely operated in alone, up until this point. Whilst mini in size, this device is set to throw one almighty punch in the direction of all competitors, who have for so long now had a torrid time competing against the 10-inch iPad. The iPad Mini is a clear warning shot to all competitors that the world's most valuable company is not willing to share any of its 70% market share in the tablet industry, at least not without a strong fight. "As with all Apple launches, critics are always there to raise an eyebrow and discuss the missing features, and this is no exception. The lack of retina display for example was always to be expected, after all, one of Apple's biggest predicaments is that its current iPad is proving far too successful. This is a strange position to be in, but it must be remembered that the iPad Mini has been primarily launched to support its bigger brother and to maintain Apple's overall market share. The nightmare scenario for Apple would be if their latest device was so convincing that it substituted potential new iPad custom to a smaller model on a lower price tier, effectively cannibalising existing sales. "Whether the iPad mini takes off among consumers remains to be seen. Sales are expected to be strong in Asia, and particularly China, where there is recognised consumer demand for a product of this size. Such a trend remains in its early stages in the UK, but with mobile screens becoming increasingly larger in size, this seems like a natural progression, something that Apple could capitalise upon. | "Today's launch of the iPad Mini could prove to be a pivotal moment in disrupting the 7-inch media tablet space, an area that Android vendors have largely operated in alone, up until this point. Whilst mini in size, this device is set to throw one almighty punch in the direction of all competitors, who have for so long now had a torrid time competing against the 10-inch iPad. The iPad Mini is a clear warning shot to all competitors that the world's most valuable company is not willing to share any of its 70% market share in the tablet industry, at least not without a strong fight. "As with all Apple launches, critics are always there to raise an eyebrow and discuss the missing features, and this is no exception. The lack of retina display for example was always to be expected, after all, one of Apple's biggest predicaments is that its current iPad is proving far too successful. This is a strange position to be in, but it must be remembered that the iPad Mini has been primarily launched to support its bigger brother and to maintain Apple's overall market share. The nightmare scenario for Apple would be if their latest device was so convincing that it substituted potential new iPad custom to a smaller model on a lower price tier, effectively cannibalising existing sales. "Whether the iPad mini takes off among consumers remains to be seen. Sales are expected to be strong in Asia, and particularly China, where there is recognised consumer demand for a product of this size. Such a trend remains in its early stages in the UK, but with mobile screens becoming increasingly larger in size, this seems like a natural progression, something that Apple could capitalise upon. |
| "Over the years, Apple have been somewhat reserved when selecting screen sizes for each its mobile devices, as confirmed at the launch of the iPhone 5, a smartphone designed to stand 0.8 inch smaller than its key rival, the Samsung Galaxy SIII. Those past reservations however could now play into the hands of Apple, with the iPad Mini clearly positioned as a neat compromise to those seeking a mid-sized Apple device, one that is arguably too big to compete with a smartphone and yet small enough not to damage sales of the iPad. | "Over the years, Apple have been somewhat reserved when selecting screen sizes for each its mobile devices, as confirmed at the launch of the iPhone 5, a smartphone designed to stand 0.8 inch smaller than its key rival, the Samsung Galaxy SIII. Those past reservations however could now play into the hands of Apple, with the iPad Mini clearly positioned as a neat compromise to those seeking a mid-sized Apple device, one that is arguably too big to compete with a smartphone and yet small enough not to damage sales of the iPad. |
| "This is a strategy that Steve Jobs himself opposed in 2010, but is one that has become necessary today considering the growing consumer demand across the globe for mid-sized devices. Furthermore, this is a launch that would perhaps not be as beneficial for the likes of Samsung to execute, considering the vast array of sizes that already exist in its product range. Should the iPad Mini sell out with its premium price tag, competition will need to quickly find another point of differentiation, in order to take a hold on the tablet market, which is projected to stand at around $162bn by 2017." | "This is a strategy that Steve Jobs himself opposed in 2010, but is one that has become necessary today considering the growing consumer demand across the globe for mid-sized devices. Furthermore, this is a launch that would perhaps not be as beneficial for the likes of Samsung to execute, considering the vast array of sizes that already exist in its product range. Should the iPad Mini sell out with its premium price tag, competition will need to quickly find another point of differentiation, in order to take a hold on the tablet market, which is projected to stand at around $162bn by 2017." |
| Ravi Kamran, chief executive of Trademob, a European app marketing platform, thinks the money is in the ecosystem: | Ravi Kamran, chief executive of Trademob, a European app marketing platform, thinks the money is in the ecosystem: |
| "The tablet market is gaining steam. Initially Google and Amazon had to respond to the iPad, and they did so with their 7-inch tablets. Now it's Apple's turn to respond with the fourth-generation iPad and iPad Mini. Ultimately, when we see this kind of heated competition, it's consumers who benefit. At last count, there were about 225,000 apps optimised for the iPad – an impressive number, but only a fraction of the apps available on the iPhone. As more people purchase tablets, app developers will increasingly see an opportunity to make money from a market that has nowhere to go but up. | "The tablet market is gaining steam. Initially Google and Amazon had to respond to the iPad, and they did so with their 7-inch tablets. Now it's Apple's turn to respond with the fourth-generation iPad and iPad Mini. Ultimately, when we see this kind of heated competition, it's consumers who benefit. At last count, there were about 225,000 apps optimised for the iPad – an impressive number, but only a fraction of the apps available on the iPhone. As more people purchase tablets, app developers will increasingly see an opportunity to make money from a market that has nowhere to go but up. |
| "Apple, Google and Amazon clearly view tablets as vehicles for content. For them, the money isn't there to be made with the hardware, but rather with the rich ecosystem of apps and similar content." | "Apple, Google and Amazon clearly view tablets as vehicles for content. For them, the money isn't there to be made with the hardware, but rather with the rich ecosystem of apps and similar content." |