Apple shaves £60 off iPad with Mini launch

Apple's iPad Mini: fits in one hand
Apple's iPad Mini: fits in one hand

In the battle of the seven-inch tablets this Christmas, Apple has priced its iPad Mini starting at £269, twice the price of Amazon's Kindle Fire and £100 more than Google's Nexus 7.

Apple’s small contribution to making tablets more affordable for the average consumer came yesterday with a smaller version of the iPad, almost three years after the debut of the 10 inch model.

The Mini can be pre-ordered from Friday (26 October), the day after UK customers can get their hands on Amazon’s Kindle Fire, and Apple claims all models will be available by late November.

The most basic version, 16GB with wi-fi, is, at £269, only £60 less than the starting price for the iPad.

Apple’s launch message pitched the Mini as exactly like the iPad, with nothing taken away, but small enough to be used, in the words of product design chief Jony Ive that "will be used in so many different places in so many different ways".

Phil Schiller, the marketing chief who company recently locked in to 2016 with a $60m package, unveiled the Mini at yesterday’s launch with the claim it was "as thin as a pencil" and "as light as a pad of paper" and 53% lighter than the iPad.

It has the same 1,024x768 resolution display as the iPad as well as Siri and Facetime.

Apple has produced a characteristically slick product demo video featuring Ive, as well as Michel Tchao, vice president iPad product marketing, and Dan Riccio, senior vice president product engineering.



It has the edge on the Kindle Fire demo video (below), though Amazon has raised its marketing game with a recent brand-focused TV campaign ahead of the Fire’s launch.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer