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by Jehuda Saar

Entries in iPad mini (3)


Truth in Advertising

When Apple introduced the iPad Mini last month, they of course ran an ad for the new machine. The ad was cute, it was the piano ad shown below.

But you knew more would come soon. And Apple did not disappoint. Two new ads were just issued. I find one of them much better than the other and I won't even force you to guess. I think the ad showing off iPhoto is a lot better than the one with iBooks, but judge for yourselves.


No Speculation Zone...OK I'm lying

​Tomorrow Apple will holding what is expected to be the great iPad (mini) event. Just like with the introduction of the iPhone 5, a lot seems to be known about this new product. Spy photos of pretty much every part of this smaller iPad have been circulating around for weeks now, so not much is left to the imagination. And yet, some crucial things are not known yet:

  • What will be the product's name​ ?
  • What price points will it sell at ?
  • What sort of screen will it have ?
  • Will it have just WiFi or LTE as well ?

I won't speculate on much of the above. ​Others are much better equipped to do so. I will make one prediction though. No it won't be about the price. If Apple wanted to deal a death-blow to the rest of the industry, it would price the entry level model at $199. Even the Kindle Fire wouldn't survive that. But, hey, this is Apple we're talking about. Could they sell it at such a price and still make money ? I believe they could. Chances are the display will be non-retina. Apple have achieved economies of scale with the iPhone 3GS and the iPad2 that would enable them to go really low on this one. But they won't. We've heard rumors of prices hovering between $249 and $329. I have no doubt that even at those higher prices Apple will break sales records with these machines, but it won't be as "market-dominating" as pricing at below $200. 

No, my prediction is about something else entirely. Last January Apple took pains to unveil their iBooks strategy, and specifically the iBooks Author program that enables mere mortals to easily create beautiful textbooks for school and college going students. ​The main bottleneck for the success of that program was the price of the vehicle it required. Very few school districts could afford to buy large quantities of iPads for their students. So the tools were there, but the vehicle went missing. Until tomorrow. I believe that Apple will tout this new iPad category as the ideal school and college companion. I have a feeling much of tomorrow's presentation will focus on that particular function for this new device. Chances are they will introduce a new version of iBooks Author, and maybe even a new version of iBooks itself. 

Of course there will be other highlights: maybe a new retina 13 inch MacBook Pro, possibly a revamped Mac Mini, but in my opinion we should be paying attention to the iBooks move. Many people have had the vision of "a computer for every child"​ for years now, but this new iPad, whatever its name, could well bring this vision that much closer to reality.



Two events - multiple products

On July 30 came out with the scoop that Apple will be introducing a new iPhone ("iPhone 5" ? "New iPhone" ?) ​on September 12 and that the new phones would be available in stores on September 21. He also stated that the new rumored iPad mini would come out on the same day. The iPad mini is supposed to be a smaller model of the most successful tablet-computer in history, somewhere between 7 and 8 inches, with a non-retina screen and rumoured to have a base model priced anywhere between $199 and $299. 

Knowing how Apple like to focus their product introductions on hot items and would not want any one category to cannibalize on the attention of another, the idea of introducing two important products​ such as these in one event sounded somewhat strange to me, but better informed people than me were writing those pieces and they seemed to know of what they spoke. Enter John Gruber of Daring Fireball fame who wrote this piece on August 23. He posited that with the iPhone alone being the "single most profitable product in the world today" (the iPhone business alone is bigger than all of Microsoft's businesses combined), why would Apple want to share the iPhone's spotlight with the announcement of another new product. 

This was soon followed by what appeared to be a very brief, innocent comment by Jim Dalrymple of ​Except that when it comes to Mr Dalrymple, when he writes about Apple, his comments are rarely innocent. He has proven to be very much in the know of the secret goings-on at Apple in the past and the tech-media always pay extra special attention to his apparently off-the cuff remarks.

And finally word came down from what is considered the most reliable source about Apple these days: John Paczkowski of In a piece dated August 25 he "confirms" there will be two events: one introducing the iPhone on September 12 and another event in October for the iPad mini. ​As he says in his article:

"With a new iPhone and a new, diminutive iPad in the pipeline, Apple has two opportunities to commandeer the tech news cycle ahead of the annual holiday shopping binge, and it's going to take them both."

You will notice that the headline of his piece states "Confirmed", however the last line of the piece states clearly "Apple declined to comment on its plans". And yet the tech world accepts that if AllThingsD says it is so, it will be so. That only leaves one more little item in question. What about the new rumored iPod nano ? We have heard anything from a WiFi enabled nano, to rumours of a nano that would work with an iPhone as a wristwatch or other wearable "satellite" for your phone. When will that be introduced ? ​

Personally I believe that if the nano is being repositioned as something that extends your iPhone's functionality, it makes sense to introduce it the same day the new iPhone comes out. In the meantime all we can do is wait and speculate some more. ​