Apple made a nod towards tablet pricing pressures with the extended range of iPad Mini’s last week. With Android devices seemingly two a penny and prices falling through the floor, the inclusion of a $249 entry level iPad mini is a smart move. It gets the Mini almost to stocking-filler prices in terms of what Apple previously offered, and it means there is now almost an iPad to suit every pocket.
The launch comes as tablet sales across Europe declined by 10 per cent year-on-year in the third quarter of 2014. Despite iPads making up the majority of 7.9-inch and 9.7-inch tablet sales across Western Europe with 88 per cent and 98 per cent respectively, both models suffered steep declines
There is some savvy thinking going on and you can see the luxury retail brand brainwork in the background. It may not be at the level of an Armani t-shirt, but it’s definitely looking to Armani jeans. Keep the brand exclusive and desirable, but make it a tad more accessible while keeping the halo model reassuringly expensive, just as Apple have done with the new iPad Air 2. Apple last week claimed that it had created the world’s thinnest tablet with the iPad Air 2. Thinner than a pencil at just 6.1mm thick, available in gold colours and featuring a Touch ID sensor built into the home button, it makes a desirable purchase for all existing and future Apple fans.
Just like previous models, the iPad Air 2 will come in 16GB, 64GB and 128GB configurations, priced from £399, £479 and £559 respectively. Pre-orders for the new tablets started last week and Apple said it would be shipping these by end of this week.