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The tablet market just got a bit smaller…

Tanya Goodin
Tanya Goodin
CEO
24 October 2012

Yesterday, just a mere 41 days after announcing the iPhone 5, Apple unveiled the next generation of their iPad – the iPad mini. The tablet market is currently booming as print publishers are increasingly developing content for that format; it was revealed last week that both The Guardian and Observer are ‘seriously discussing’ ending their print editions and Newsweek confirmed the end of their print edition by December 2012.

Starting at £269, it’s clear that Apple’s objective is to create a product that can compete on price point with Amazon’s Kindle and Google’s Nexus 7 tablets.

At 308 gms (or 312 gms if you opt for the Wi-Fi + cellular edition), the iPad mini is unbelievably light. In fact, the device is 53% lighter and 23% thinner than the previous iPad. Taking this into account, you would assume that a compromise (in terms of performance) would have had to be made. But no – Apple have ensured that the iPad mini “measures up” to the benchmark of their extensive product range:

•    “Classic” 1024-by-786 Resolution (163 PPI)

•    Dual-core A5 Processor

•    Front-facing HD Camera

•    Rear-facing iSight Camera

•    Available in 16GB, 32GB and 64GB

Despite these impressive specifications, many have questioned the need for an iPad mini by citing the relatively lukewarm reception to the  iPhone 5. I have to say, as a life-long Apple fan, the tech giant’s last two product launches have really rather underwhelmed me for the first time as a customer. I do have a slight feeling of foreboding on Apple’s future after Steve. I appreciate it’s only a year since his death and it will take time for them to find their feet again, but I do think that they are currently looking a bit rocky in product innovation terms.

Perhaps though, as history has proven time and time again, it will be the huge customer loyalty to the Apple brand that will help ensure the iPad mini sells in its millions? We will see.

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