'iPad mini features: what tablet users like – and what the analysts say' diff viewer (26/27)

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Version 26	Version 27
iPad mini features: what tablet users like – and what the analysts say	iPad mini features: what tablet users like – and what the analysts say
2012-10-25 05:10:04 UTC	2012-10-25 09:10:27 UTC (about 4 hours 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
~~~~144~~ comments, displaying first~~	149 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.
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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.
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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.
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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.
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24 October 2012 12:06PM	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."	"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.	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.	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.
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24 October 2012 12:08PM	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.	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?	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?
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24 October 2012 12:12PM	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!	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.
Wow! How did you get hold of Charles Arthur's review of it before he's published it?! ;-)	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...	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...
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24 October 2012 12:14PM	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?	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?
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24 October 2012 12:27PM	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.""	""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.	That ain't analyst stuff, that is full blown meaningless marketing.
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24 October 2012 12:28PM	24 October 2012 12:28PM
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.
Yes, every other company takes a hit on their margins to get sales, the Nexus 7 is being sold so close to what it costs to make, Amazon are probably making a loss on it somewhere. Why would Apple think they need to copy that strategy when they're selling so many of their devices using their current margins?	Yes, every other company takes a hit on their margins to get sales, the Nexus 7 is being sold so close to what it costs to make, Amazon are probably making a loss on it somewhere. Why would Apple think they need to copy that strategy when they're selling so many of their devices using their current margins?
I'm not defending their tactics, just questioning your logic, which seems to be driven more by your own wallet than by business sense.	I'm not defending their tactics, just questioning your logic, which seems to be driven more by your own wallet than by business sense.
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24 October 2012 12:33PM	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.	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.	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.	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.
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24 October 2012 12:33PM	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."	@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	Wrong way round. iPhone apps are (amost?) universal, so the mini would be able to tap into all the apps, iPhone and iPad alike
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24 October 2012 12:35PM	24 October 2012 12:35PM
it looks either underspec'd or over priced	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	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	i just can't see any compelling reason to buy one over the Nexus 7
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24 October 2012 12:37PM	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.	Reading and commenting on this on my Nexus 7. Not really the chore whatever-his-name-is at Apple said last night.
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24 October 2012 12:39PM	24 October 2012 12:39PM
iPhone apps are (amost?) universal	iPhone apps are (amost?) universal
Wrong, just look at the numbers.	Wrong, just look at the numbers.
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24 October 2012 12:44PM	24 October 2012 12:44PM
Apple need to get over their margins.	Apple need to get over their margins.
No they don't.	No they don't.
Margins are what makes a business viable in the long term. Apple plans to be around for a long while and they don't need to play short-term games to buy market share. They always have the option to reduce their price ( and margin ) if they choose to, but my bet is that the price will remain steady and they will sell in vast numbers until this model is superseded.	Margins are what makes a business viable in the long term. Apple plans to be around for a long while and they don't need to play short-term games to buy market share. They always have the option to reduce their price ( and margin ) if they choose to, but my bet is that the price will remain steady and they will sell in vast numbers until this model is superseded.
PC manufacturers have learned the hard way that a race to the bottom with razor thin margins is unsustainable. They are desperately trying to work out ways of increasing their margins, but without much success. Ultrabooks were supposed to be the answer, but they can't make money from those either. On the other hand, MacBook Airs are selling well and making a ton of money for Apple by offering a quality product at a sensible price.	PC manufacturers have learned the hard way that a race to the bottom with razor thin margins is unsustainable. They are desperately trying to work out ways of increasing their margins, but without much success. Ultrabooks were supposed to be the answer, but they can't make money from those either. On the other hand, MacBook Airs are selling well and making a ton of money for Apple by offering a quality product at a sensible price.
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24 October 2012 12:46PM	24 October 2012 12:46PM
Apple already has 60-70% (depending upon which analyst you believe) of the tablet market - therefore they don't need to push a loss leader to gain market share. Plus they have always made money on their products - a very different model to Amazon who openly admit they're selling the Fire at cost in order to drive income via content sales.	Apple already has 60-70% (depending upon which analyst you believe) of the tablet market - therefore they don't need to push a loss leader to gain market share. Plus they have always made money on their products - a very different model to Amazon who openly admit they're selling the Fire at cost in order to drive income via content sales.
I still think the price is too high and a updgrade to iPad 3 so soon after it another mis-step that will annoy many.	I still think the price is too high and a updgrade to iPad 3 so soon after it another mis-step that will annoy many.
They'll sell plenty but suspect the queues outside the stores will be a bit thin on the ground this time around!	They'll sell plenty but suspect the queues outside the stores will be a bit thin on the ground this time around!
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24 October 2012 12:46PM	24 October 2012 12:46PM
Looks like a white Samsung Note 2 to me	Looks like a white Samsung Note 2 to me
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24 October 2012 12:54PM	24 October 2012 12:54PM
For the sake of openness:-	For the sake of openness:-
"Charles Arthur's travel and accommodation was paid by Apple"	"Charles Arthur's travel and accommodation was paid by Apple"
Apple give certain journalists special perks, e.g. free flights and accommodation, on top of career-making exclusive tickets to events like this. It's consistent with the media-manipulation technique known as "embedded reporters". Governments use the same strategy in war-time propaganda, e.g. the reporters who get to travel in Air Force 1 and attend key closed press briefings.	Apple give certain journalists special perks, e.g. free flights and accommodation, on top of career-making exclusive tickets to events like this. It's consistent with the media-manipulation technique known as "embedded reporters". Governments use the same strategy in war-time propaganda, e.g. the reporters who get to travel in Air Force 1 and attend key closed press briefings.
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24 October 2012 12:55PM	24 October 2012 12:55PM
For the sake of openness:-	For the sake of openness:-
"Charles Arthur's travel and accommodation was paid by Apple"	"Charles Arthur's travel and accommodation was paid by Apple"
Apple give certain journalists special perks, e.g. free flights and accommodation, on top of career-making exclusive tickets to events like this. It's consistent with the media-manipulation technique known as "embedded reporters". Governments use the same strategy in war-time propaganda, e.g. the reporters who get to travel in Air Force 1 and attend key closed press briefings.	Apple give certain journalists special perks, e.g. free flights and accommodation, on top of career-making exclusive tickets to events like this. It's consistent with the media-manipulation technique known as "embedded reporters". Governments use the same strategy in war-time propaganda, e.g. the reporters who get to travel in Air Force 1 and attend key closed press briefings.
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24 October 2012 1:04PM	24 October 2012 1:04PM
thanks for drawing this to my attention, useful to know in future	thanks for drawing this to my attention, useful to know in future
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24 October 2012 1:06PM	24 October 2012 1:06PM
iPad mini price (oveprice)	iPad mini price (oveprice)
Adding to the price of the iPad mini:	Adding to the price of the iPad mini:
new polyurethane Smart Covers available in pink, green, blue, light gray, dark gray and red for US$39	new polyurethane Smart Covers available in pink, green, blue, light gray, dark gray and red for US$39
So in order to be a true Apple fanboy, on top of the huge price the iPad mini will sport above the Nexus 7, Apple adds insult to injury with an extra $ 39 which fanboy peer pressure will require you to buy? That is an extra £ 30 for the UK punter on top of the £ 269....so call it £ 300 or twice the price of the Nexus 7!	So in order to be a true Apple fanboy, on top of the huge price the iPad mini will sport above the Nexus 7, Apple adds insult to injury with an extra $ 39 which fanboy peer pressure will require you to buy? That is an extra £ 30 for the UK punter on top of the £ 269....so call it £ 300 or twice the price of the Nexus 7!
What a deal! The very definition of chutzpah.	What a deal! The very definition of chutzpah.
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24 October 2012 1:08PM	24 October 2012 1:08PM
iPhone apps don't work on tablets	iPhone apps don't work on tablets
Yes they do.	Yes they do.
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24 October 2012 1:10PM	24 October 2012 1:10PM
Phil Schiller did not name the Nexus 7, he just compared the iPad mini to a "Leading 7 inch tablet".	Phil Schiller did not name the Nexus 7, he just compared the iPad mini to a "Leading 7 inch tablet".
It was unbranded and unnamed.	It was unbranded and unnamed.
Watching the Keynote I didn't know it was a Nexus 7 because I didn't know what they look like.	Watching the Keynote I didn't know it was a Nexus 7 because I didn't know what they look like.
What he did do was show the relative screen space of the two when browsing the internet.	What he did do was show the relative screen space of the two when browsing the internet.
The iPad mini screen is effectively 67% bigger, not just because of the bigger screen but also because the apple browser itself gives up more space for pure content as opposed to the android browser that takes up space with tabs and tool icons.	The iPad mini screen is effectively 67% bigger, not just because of the bigger screen but also because the apple browser itself gives up more space for pure content as opposed to the android browser that takes up space with tabs and tool icons.
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24 October 2012 1:13PM	24 October 2012 1:13PM
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.
Not sure why you're suggesting Apple's key to ongoing success is to release a product at a loss just because that's what Amazon has to do to make a dent. Yes their margins are good, and we the customers may resent that, but there's no evidence that this is costing them so many sales that they'll be in trouble if they don't start selling products at a loss.	Not sure why you're suggesting Apple's key to ongoing success is to release a product at a loss just because that's what Amazon has to do to make a dent. Yes their margins are good, and we the customers may resent that, but there's no evidence that this is costing them so many sales that they'll be in trouble if they don't start selling products at a loss.
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24 October 2012 1:16PM	24 October 2012 1:16PM
Going to a press event that hundreds of other people are also in attendance at is "career making"? Maybe if you're a small time blogger, but not if you're writing for a globally known newspaper, surely. At best all they did was curry favour with Arthur by flying him over there and putting him up, and I'm sure he's already eother a fan or not, so it wouldn't make that much difference. He was going to write about it anyway.	Going to a press event that hundreds of other people are also in attendance at is "career making"? Maybe if you're a small time blogger, but not if you're writing for a globally known newspaper, surely. At best all they did was curry favour with Arthur by flying him over there and putting him up, and I'm sure he's already eother a fan or not, so it wouldn't make that much difference. He was going to write about it anyway.
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24 October 2012 1:18PM	24 October 2012 1:18PM
Apple give certain journalists special perks	Apple give certain journalists special perks
If that was standard practise thoughout the industry, it wouldn't surprise me.	If that was standard practise thoughout the industry, it wouldn't surprise me.
BTW I've heard Samsung & others employ hundreds of people to come on blogs like this and rubbish competitors products.	BTW I've heard Samsung & others employ hundreds of people to come on blogs like this and rubbish competitors products.
Would that surprise you.	Would that surprise you.
Not me, there are some apple haters that come on the apple related blogs that take their criticism to totally irrational & suspicious levels.	Not me, there are some apple haters that come on the apple related blogs that take their criticism to totally irrational & suspicious levels.
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24 October 2012 1:18PM	24 October 2012 1:18PM
And the screen is actually 25% worse in terms of PPI. That 'extra' space isn't going to look too pretty.	And the screen is actually 25% worse in terms of PPI. That 'extra' space isn't going to look too pretty.
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24 October 2012 1:19PM	24 October 2012 1:19PM
No mention of the new itunes anywhere in the keynote (or here). Are Apple too embarassed?	No mention of the new itunes anywhere in the keynote (or here). Are Apple too embarassed?
Yep, we have iCloud now, but the shi.tty bloated program itunes (well past its sell by date) is still the main method for most in the UK in getting media files between iPad's walled garden and your PC, due to the poor upload rates of BT's ADSL., and copper based broadband in general. Rurally, its pointless to even try..	Yep, we have iCloud now, but the shi.tty bloated program itunes (well past its sell by date) is still the main method for most in the UK in getting media files between iPad's walled garden and your PC, due to the poor upload rates of BT's ADSL., and copper based broadband in general. Rurally, its pointless to even try..
I do find Dropbox generally easier, especially for iBooks and reading PDFs, but still a pain for music/video.	I do find Dropbox generally easier, especially for iBooks and reading PDFs, but still a pain for music/video.
Maybe thats why there were only 125 Million documents stored by customers in the iCloud. I pretty low figure I thought, for 200 million Active Devices.	Maybe thats why there were only 125 Million documents stored by customers in the iCloud. I pretty low figure I thought, for 200 million Active Devices.
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24 October 2012 1:20PM	24 October 2012 1:20PM
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?	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?
Because they're both students that need their own machine? Because they're both journalists and need their own machine? Because they're both (insert any job you care to think of that requires a computer) and need their own machine? Because they got one each before they met? I can think of so many reasons.	Because they're both students that need their own machine? Because they're both journalists and need their own machine? Because they're both (insert any job you care to think of that requires a computer) and need their own machine? Because they got one each before they met? I can think of so many reasons.
Why waste your time judging other people you don't even know for the things they choose to buy? Why not spend that time enjoying the things you have? Much nicer way to live your life I think.	Why waste your time judging other people you don't even know for the things they choose to buy? Why not spend that time enjoying the things you have? Much nicer way to live your life I think.
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24 October 2012 1:20PM	24 October 2012 1:20PM
yes but everyone knows now, that is the point	yes but everyone knows now, that is the point
I find this analysis somewhat balanced	I find this analysis somewhat balanced
http://reviews.cnet.com/8301-19736_7-57538617-251/fact-checking-phil-schiller-on-ipad-mini-vs-nexus-7/	http://reviews.cnet.com/8301-19736_7-57538617-251/fact-checking-phil-schiller-on-ipad-mini-vs-nexus-7/
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24 October 2012 1:23PM	24 October 2012 1:23PM
"Going to a press event that hundreds of other people are also in attendance at is career-making?"	"Going to a press event that hundreds of other people are also in attendance at is career-making?"
Yes, of course, even in isolation the ability to attend this event is a significant advantage in the career or an individual pursuing a career in technology journalism. And this is not an isolated case. It is clearly true that, to anybody wishing to be a successful journalist covering Apple topics, it is a huge advantage being one of the few loyalists invited to events like this. By the same token, it would obviously be a career-limiting move for a technology reporter to criticise Apple or praise their rivals and lose access to exclusive leaks and events. Apple also throws flights and hotels and things which can only be considered perks. When Apple pays for the most influential journalists to attend an event like this, it's impossible to see it as anything other than a propaganda model.	Yes, of course, even in isolation the ability to attend this event is a significant advantage in the career or an individual pursuing a career in technology journalism. And this is not an isolated case. It is clearly true that, to anybody wishing to be a successful journalist covering Apple topics, it is a huge advantage being one of the few loyalists invited to events like this. By the same token, it would obviously be a career-limiting move for a technology reporter to criticise Apple or praise their rivals and lose access to exclusive leaks and events. Apple also throws flights and hotels and things which can only be considered perks. When Apple pays for the most influential journalists to attend an event like this, it's impossible to see it as anything other than a propaganda model.
I would highly recommend reading-up on the concept of embedded journalism. It's a well-documented phenomenon and an effective corporate/state propaganda technique.	I would highly recommend reading-up on the concept of embedded journalism. It's a well-documented phenomenon and an effective corporate/state propaganda technique.
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24 October 2012 1:26PM	24 October 2012 1:26PM
And the screen is actually 25% worse in terms of PPI. That 'extra' space isn't going to look too pretty.	And the screen is actually 25% worse in terms of PPI. That 'extra' space isn't going to look too pretty.
Well, it has the same pixel count as the iPad 2, but crammed into a smaller screen, so I reckon it will work just fine.	Well, it has the same pixel count as the iPad 2, but crammed into a smaller screen, so I reckon it will work just fine.
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24 October 2012 1:26PM	24 October 2012 1:26PM
The Nexus 7 just fits in my pockets. For the new iPad I would need a bag. BIG difference	The Nexus 7 just fits in my pockets. For the new iPad I would need a bag. BIG difference
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24 October 2012 1:29PM	24 October 2012 1:29PM
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.	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.
You're falling into the trap of just looking at specs. Most users don't care about specs unless it translates into a tangible benefit (or problem).	You're falling into the trap of just looking at specs. Most users don't care about specs unless it translates into a tangible benefit (or problem).
The iPad has a 35% bigger screen than a Nexus 7, but it's lighter. On the other hand it is somewhat wider. Whether this is better or worse is nothing to do with specs - it depends on your personal preferences. Personally I would prefer the extra 35%, but perhaps others wouldn't. For me, the 7.9" spec is better than the 7" spec, but that's me.	The iPad has a 35% bigger screen than a Nexus 7, but it's lighter. On the other hand it is somewhat wider. Whether this is better or worse is nothing to do with specs - it depends on your personal preferences. Personally I would prefer the extra 35%, but perhaps others wouldn't. For me, the 7.9" spec is better than the 7" spec, but that's me.
The Nexus 7 has a 230ppi vs 170ppi for the iPad Mini. This is a partly a result of having a smaller screen. By definition, a smaller screen with a given resolution will have a higher PPI. Is this difference visible to most users given that many other aspects such as saturation, colour fidelity, black point also impact the quality of the screen? Had Apple made the iPad Mini 15% smaller they could have pushed the PPI up at the expense of screen size.	The Nexus 7 has a 230ppi vs 170ppi for the iPad Mini. This is a partly a result of having a smaller screen. By definition, a smaller screen with a given resolution will have a higher PPI. Is this difference visible to most users given that many other aspects such as saturation, colour fidelity, black point also impact the quality of the screen? Had Apple made the iPad Mini 15% smaller they could have pushed the PPI up at the expense of screen size.
The iPad Mini is 1024 x 768 and this is something Apple won't change (unless they go retina with 2048 by 1536) because it means that all iPad apps will work without needing to be changed. This is a big deal for developers. So within that context Apple make a choice. Higher DPI or bigger screen. They clearly think a 7.9" screen is a better tradeoff.	The iPad Mini is 1024 x 768 and this is something Apple won't change (unless they go retina with 2048 by 1536) because it means that all iPad apps will work without needing to be changed. This is a big deal for developers. So within that context Apple make a choice. Higher DPI or bigger screen. They clearly think a 7.9" screen is a better tradeoff.
As for the processor, does the Nexus 7 processor translate into a noticeable benefit? Is the Nexus 7 smoother at scrolling? How does that processor affect battery life? Users judge a processor not by some number but by how it affects the actual performance of the object in their hand.	As for the processor, does the Nexus 7 processor translate into a noticeable benefit? Is the Nexus 7 smoother at scrolling? How does that processor affect battery life? Users judge a processor not by some number but by how it affects the actual performance of the object in their hand.
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24 October 2012 1:32PM	24 October 2012 1:32PM
the shi.tty bloated program itunes (well past its sell by date)	the shi.tty bloated program itunes (well past its sell by date)
If you are running iTunes on a Windows PC I can't comment, but it could be your shitty computer.	If you are running iTunes on a Windows PC I can't comment, but it could be your shitty computer.
As it is it runs fine on my Mac. never had a problem with it.	As it is it runs fine on my Mac. never had a problem with it.
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24 October 2012 1:40PM	24 October 2012 1:40PM
why on earth would any couple need a macbook each	why on earth would any couple need a macbook each
Because sharing a computer is like sharing a pair of shoes; you want different shoes from your partner, and you want to use them at the same time.	Because sharing a computer is like sharing a pair of shoes; you want different shoes from your partner, and you want to use them at the same time.
Moreover, people buy computers on a longer timescale than they form couples.	Moreover, people buy computers on a longer timescale than they form couples.
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24 October 2012 1:45PM	24 October 2012 1:45PM
why on earth would any couple need a macbook each... has the world gone mad?	why on earth would any couple need a macbook each... has the world gone mad?
Do you and the missus do everything together, all the time, everywhere, think the same thoughts, read the same things, write the same e-mails.	Do you and the missus do everything together, all the time, everywhere, think the same thoughts, read the same things, write the same e-mails.
They should make a film about you, it would be fascinating.	They should make a film about you, it would be fascinating.
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24 October 2012 1:45PM	24 October 2012 1:45PM
'ecosystem'? 'screen real estate'?	'ecosystem'? 'screen real estate'?
Have you all gone completely mad? Seriously. Apps. Screen. I don't call my keyboard 'the love piano'	Have you all gone completely mad? Seriously. Apps. Screen. I don't call my keyboard 'the love piano'
Get a grip.	Get a grip.
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24 October 2012 1:46PM	24 October 2012 1:46PM
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?	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?
Sharing computers works - up to a point - not a bad solution for grandparents for instance - but as soon as you want to actually get something done you quickly realize you want/need a computer to yourself.....I can think of a few examples of a world gone mad - but this isn't it.	Sharing computers works - up to a point - not a bad solution for grandparents for instance - but as soon as you want to actually get something done you quickly realize you want/need a computer to yourself.....I can think of a few examples of a world gone mad - but this isn't it.
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24 October 2012 1:47PM	24 October 2012 1:47PM
You're wrong. Almost every iPhone app works on the iPad.	You're wrong. Almost every iPhone app works on the iPad.
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24 October 2012 1:49PM	24 October 2012 1:49PM
btw - not meaning to be patronizing to grandparents - just a stereotype of the 'check email once a week' model... where sharing a computer is fine.	btw - not meaning to be patronizing to grandparents - just a stereotype of the 'check email once a week' model... where sharing a computer is fine.
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24 October 2012 1:49PM	24 October 2012 1:49PM
Steve Jobs kicked off the introduction of the iPhone in 2007 with a direct comparison between it and what were considered to be the market leaders at the time. This is nothing new.	Steve Jobs kicked off the introduction of the iPhone in 2007 with a direct comparison between it and what were considered to be the market leaders at the time. This is nothing new.
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24 October 2012 1:50PM	24 October 2012 1:50PM
You're falling into the trap of just looking at specs. Most users don't care about specs unless it translates into a tangible benefit (or problem).	You're falling into the trap of just looking at specs. Most users don't care about specs unless it translates into a tangible benefit (or problem).
Haha.	Haha.
Apple never sell there products based on specs do they?	Apple never sell there products based on specs do they?
All individual specifications manifest themselves as problems or solutions, or why have a variable value for a given specification?!	All individual specifications manifest themselves as problems or solutions, or why have a variable value for a given specification?!
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24 October 2012 1:52PM	24 October 2012 1:52PM
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.
No, the opposite is more likely to be the case. iPhone apps are universal and beyond that there are only 2 effective sizes for apps. 'iPhone 5' taller size and 'standard' 1024768 size (plus retina equivalent). So apart from apps that haven't been optimized for iPhone 5 (and thus have black bars) a single app will generally work everywhere on iOS. This is why Apple kept the iPhone mini at 1024768 (see above).	No, the opposite is more likely to be the case. iPhone apps are universal and beyond that there are only 2 effective sizes for apps. 'iPhone 5' taller size and 'standard' 1024768 size (plus retina equivalent). So apart from apps that haven't been optimized for iPhone 5 (and thus have black bars) a single app will generally work everywhere on iOS. This is why Apple kept the iPhone mini at 1024768 (see above).
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24 October 2012 1:55PM	24 October 2012 1:55PM
You're falling into the trap of just looking at specs. Most users don't care about specs unless it translates into a tangible benefit (or problem).	You're falling into the trap of just looking at specs. Most users don't care about specs unless it translates into a tangible benefit (or problem).
A trap Apple have clearly fallen into when the presentation last night seemed so obsessed with comparing specs - albeit pretty dubious ones.	A trap Apple have clearly fallen into when the presentation last night seemed so obsessed with comparing specs - albeit pretty dubious ones.
I reckon I'll wait for the Nexus 32gb after this poor offering.	I reckon I'll wait for the Nexus 32gb after this poor offering.
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24 October 2012 1:55PM	24 October 2012 1:55PM
Copied from another comment thread but:	Copied from another comment thread but:
Smaller is better, except when it's 35% bigger than your smaller device; and in that case, the bigger small device is better than the smaller big device, even if the bigger small device has a lower resolution than that smaller big device.	Smaller is better, except when it's 35% bigger than your smaller device; and in that case, the bigger small device is better than the smaller big device, even if the bigger small device has a lower resolution than that smaller big device.
Apple.	Apple.
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24 October 2012 1:57PM	24 October 2012 1:57PM
All individual specifications manifest themselves as problems or solutions	All individual specifications manifest themselves as problems or solutions
That's what I said:	That's what I said:
unless it translates into a tangible benefit (or problem).	unless it translates into a tangible benefit (or problem).
But if you're going done the spec route then you need to compare all the specs no? What is the spec for the screen area? What is the spec for the weight? What is the spec for the blackpoint? What is the spec for the colour fidelity? What is the spec for scroll smoothness?	But if you're going done the spec route then you need to compare all the specs no? What is the spec for the screen area? What is the spec for the weight? What is the spec for the blackpoint? What is the spec for the colour fidelity? What is the spec for scroll smoothness?
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24 October 2012 2:00PM	24 October 2012 2:00PM
"it runs fine on my Mac" Other peoples' experience (including mine) is different: http://www.maclife.com/article/feature/50_common_mac_problems_solved_working	"it runs fine on my Mac" Other peoples' experience (including mine) is different: http://www.maclife.com/article/feature/50_common_mac_problems_solved_working
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24 October 2012 2:02PM	24 October 2012 2:02PM
@timacheson	@timacheson
We're probably a little off-topic here, but on the subject of embedded journalism, it sounds like you're way, way out of your depth. I work for the Ministry of Defence, specifically in the field of media operations. To describe embedded journalists as a tool to convey state propaganda is, to be fair, a cheap shot and fails to recognise the significant effort that goes into facilitating journalists' visits to areas of operations such as Afghanistan. It also massively devalues the professionalism of UK defence correspondents (and other visiting journalists), and their principled adherence to objective reporting.	We're probably a little off-topic here, but on the subject of embedded journalism, it sounds like you're way, way out of your depth. I work for the Ministry of Defence, specifically in the field of media operations. To describe embedded journalists as a tool to convey state propaganda is, to be fair, a cheap shot and fails to recognise the significant effort that goes into facilitating journalists' visits to areas of operations such as Afghanistan. It also massively devalues the professionalism of UK defence correspondents (and other visiting journalists), and their principled adherence to objective reporting.
The concept of embedded journalists 'going native' is certainly known, but this 'phenomenon' should be studied through a perspective of human psychology and group dynamics, rather than an ambitious attempt by the authorities to manipulate journalists.	The concept of embedded journalists 'going native' is certainly known, but this 'phenomenon' should be studied through a perspective of human psychology and group dynamics, rather than an ambitious attempt by the authorities to manipulate journalists.
If you need any further clarity on the subject of UK defence media operations, then please let me know and I will be pleased to respond.	If you need any further clarity on the subject of UK defence media operations, then please let me know and I will be pleased to respond.
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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."

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