Apple Ipad Mini

Executive Summary Apple is the market leader in the tablet industry with a market share of 50.4 percent at end of the third quarter (San Francisco Business Times, 2012). With the iPad Mini consumers can experience a smaller version of the original iPad (Apple Inc., 2012). Apple iPad Mini is a brand new product that will provide the most effective compatibility for the new millennium. The new product will have different ranges of space and will be priced from $329 to $659. The iPad Mini resembles the original iPad, but weighs half as much as the original. It carries some of the same features as the original iPad. They both have front and back cameras; however, the resolution on the Mini screen is not as high as the original. The iPad Mini has a 7.9 inch screen and a dual-core microprocessor; although it is not the most current chip available to Apple devices. The iPad Mini has a battery life of ten hours and is approximately 300 grams in weight; can be compared to a “thin as a pencil. Apple through their creativity has also made the software created for the 4th Generation iPad to be compatible with the iPad Mini.

Apple is holding an overwhelming 68 percent of the total tablet market share as of Q2 statistics (Yarrow, 2012). With their promise of simplicity and elegance, Apple has a strategy in creating modern products and services associated with a digital hub. Being able to locate the brand in the minds of the consumers in order to maximize potential benefit for the firm is the key positioning of Apple. The focus of Apple has been to link a relationship between them and high school students and provide the ability to help high school students stay in school (Apple Inc., 2008).

Since iPad Mini has the same capabilities of the iPad, Apple can position the tablet as the greatest in the market and it seems the only competition the iPad Mini has is the larger iPad itself. Due to the strength that Apple carries in their innovation and creativity, they

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