Apple VP Phil Schiller defends higher-than-expected iPad mini prices

Apple VP Phil Schiller defends higher-than-expected iPad mini pricesSo Apple's new iPad mini is here, and thanks to all the leaks over the past few months, there's very little by way of surprise.

In fact, arguably the biggest surprise, and it's not a pleasant one unfortunately, is Apple's pricing structure for the cut-size iPad, which leaves the sub-£200 tablet sector well alone for Amazon and Google to fight over.

But is Apple making a mistake in pitching the iPad entry point as high as £269? Some will no doubt say it is, though I'd be surprised if it held sales back to any significant degree.

But those grumbles have certainly been loud enough to move Apple VP Phil Schiller to speak out in defence of the iPad mini's price, and it's the entirely unsurprising “quality costs extra” argument he's fallen back on.

“The iPad is far and away the most successful product in its category. The most affordable product we've made so far was $399 and people were choosing that over those devices,” Schiller told Reuters.

“And now you can get a device that's even more affordable at $329 in this great new form, and I think a lot of customers are going to be very excited about that,” Schiller said.

The point alluded to here is that Apple is pitching the iPad mini very much as a fully formed device but in a smaller package (“every inch an iPad”), so pricing its entry-level model much lower than it has would either force Apple to cut features, or imply that the existing iPad prices are too high.

No matter which way you slice it, though, it's hard to imagine the iPad mini as being anything other than another sales success for Apple in the run-up to Christmas.

Read more about: iOSApple iPad mini

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JanSt / MOD  Oct. 24, 2012 at 11:18

Rumour is, the Nexus 7 sold a million times since launch and through September. So, honestly, the low price didn't exactly catapult it into the iPad or SGS3 league... the kindle Fire HD is sold below cost because Amazon can. Or think they can. I think the choices leading up to a purchase are not the same. Yes, for many, the 3 may be alternatives, but I think a significant slice of the consumership will choose between iPads or no tab at all. And N7 buyers will be more attracted by other Android devices.
Or, I'm really stupid. Which is a possibility.

As to the higher price: how much higher? I saw a Sony S, 6 months old for €120. Try and buy an iPad 1 for that... Not to mention the investment in previously purchased iBooks, apps etc.

Pondlife  Oct. 24, 2012 at 15:17

So one bloke says one million and that's now gospel?

Pondlife  Oct. 24, 2012 at 15:22

I think the ipad mini could lead to an increase in Nexus 7 sales tbh, many were waiting to see what Apple had up their sleeve and seems rather meh

JanSt / MOD  Oct. 24, 2012 at 15:30

I think the ipad mini could lead to an increase in Nexus 7 sales tbh, many were waiting to see what Apple had up their sleeve and seems rather meh

For once in my sad online life I actually agree with Gartners... a low; but they reckon the exact opposite of what your saying to be the case. People who used to buy Android tabs did so because they were cheaper than the iPad. Now an iPad is cheaper than an iPad.

Seriously. From the hype around the N7 on Twitter, FB etc by (especially US) fandroids, I had genuinely assumed Google were shifting millions per week. To find out that it's more like 1 million in 2 1/2 months??? Whoa - and Techcrunch call that a huge success! LOL

As to the price - it's 30 bucks or so more than a new iPod Touch. Good gadget gods, the outrage :D

Pondlife  Oct. 24, 2012 at 15:43

Have we found that out? Or was it one guess from one guy? I'd be very surprised if it was that few.
Yeah it is cheaper than the ipad3s but it's still hugely priced and makes the larger one seem better value more than anything.
Isn't the ipod touch 32gb and the ipad in question 16gb?

JanSt / MOD  Oct. 24, 2012 at 17:41

Yeah" maybe you're right.
I had the first 7in Galaxy Tab, and having used the iPad, Note 2 and various tabs and eReaders I see no point in a 7-incher. But I'm not the average Joe, I reckon.


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