Apple has unveiled a top-of-the-range
tablet called the iPad Air that is 20% thinner
than the previous version.
The 9.7in (24.6cm) computer is 7.5mm (0.3in)
thick and weighs 1lb (469g), which the firm
claims is the lightest full-sized tablet on the
market.
It is powered by the same A7 chip found in the
company's iPhone 5S.
The launch comes at a time when some analysts
have suggested that Google's Android is about
to overtake Apple's iOS as the bestselling tablet
platform.
Apple also announced a new version of its iPad
Mini.
Its 7.9in (20cm) screen has been upgraded to
feature 2048 by 1536 pixels - the same as the
larger model. It is being branded as "retina" to
highlight the increased resolution.
Amazon and Google have already announced
small tablets - the Kindle Fire HDX and Nexus 7 -
with similar high definition displays.
"We've got the retina upgrade to the smaller
iPad that many thought should have been there
in the first place," Tony Cripps, principal analyst
at tech consultants Ovum, reflected after the
announcement in San Francisco.
The iPad Mini's new screen has 326 pixels per
inch, similar to the 323ppi resolution of the
Nexus 7
"Market share slip is inevitable because so many
rival devices are coming out, which is not
necessarily a bad thing as the overall sector is
growing.
"Apple does now have a cheaper model thanks
to it offering the original iPad Mini at a lower
price - but the firm doesn't really want to go to
the low-end because that's not where the
greatest profit is extracted."
Apple also announced that the latest version of
its Mac operating system, Mavericks, would be
offered at no cost to owners of computers
already running any version of OS X released
since 2009. It is the first time the company has
not charged for a major Mac OS upgrade.
By contrast the full version of Windows 8.1 is
sold for about £100, although it is free to
existing Windows 8 users.
Linux-based Ubuntu has always been offered
without charge. Chromebook computers also
get free upgrades for Google's PC operating
system.
New laptops, productivity and leisure apps were
also unveiled. However, Apple did not show off
a new TV set-top box as some had speculated.
Tablet competition
The California-based firm's most recent financial
release said that its iPad range accounted for
$25.8bn (£17.6bn) worth of sales in the nine
months leading up to July.
That represented 19% of its revenue for the
period.
However, Apple acknowledged that the amount
of money it was making from the product line
was growing three times slower than the growth
in unit sales since many customers were opting
for its cheaper iPad Mini and iPad 2 models
rather than its top-of-the -range "retina display"
versions.
Apple chief executive Tim Cook said the firm
had sold more than 170 million iPads
It also faces the fact it is losing market share to
rivals.
Apple's iOS operating system accounted for
53.9% of all tablets shipped in 2012, according
to Gartner.
The tech research firm forecasts that Android
will become the market leader with a 49.6%
share, versus Apple's 48.6% this year, adding
that it expects that gap to widen further in
2014.
However, consultants at IHS iSuppli said those
figures needed to be put in context thanks to
Apple's success at making money by taking a cut
of app sales.
"It is in terms of revenue per active device
where Apple's lead is strongest," said the firm's
mobile media analyst Jack Kent.
"An iOS device generates around three to four
times as much app revenue through Apple's
App Store as an Android device through Google
Play.
"Apple has so far offered a more compelling
range of tablet-specific content, but Google is
clearly looking to address this."
He added that many Android tablets, including
Amazon's Kindle and most products sold in
China, did not have Google's store pre-installed.
Apple's chief executive Tim Cook noted there
were now 475,000 apps designed for iPads
available through its online marketplace.
Apple's software chief Craig Federighi said the
new Mac OS X Mavericks system would extend
laptops' battery life
But another market watcher suggested that
Apple's priority remained securing a "premium"
margin on the shop price of its hardware, and
that add-on software sales were of secondary
interest.
"Some players, like Amazon, can afford to slash
prices because they have a different business
model based on content and commerce," said
Thomas Husson, from the tech industry analysts
Forrester.
"While Apple has shared $13bn to developers
since 2008, it has made less than $6bn out of
apps.
"It's a huge stat, but low in comparison with
Apple's quarterly results."
tablet called the iPad Air that is 20% thinner
than the previous version.
The 9.7in (24.6cm) computer is 7.5mm (0.3in)
thick and weighs 1lb (469g), which the firm
claims is the lightest full-sized tablet on the
market.
It is powered by the same A7 chip found in the
company's iPhone 5S.
The launch comes at a time when some analysts
have suggested that Google's Android is about
to overtake Apple's iOS as the bestselling tablet
platform.
Apple also announced a new version of its iPad
Mini.
Its 7.9in (20cm) screen has been upgraded to
feature 2048 by 1536 pixels - the same as the
larger model. It is being branded as "retina" to
highlight the increased resolution.
Amazon and Google have already announced
small tablets - the Kindle Fire HDX and Nexus 7 -
with similar high definition displays.
"We've got the retina upgrade to the smaller
iPad that many thought should have been there
in the first place," Tony Cripps, principal analyst
at tech consultants Ovum, reflected after the
announcement in San Francisco.
The iPad Mini's new screen has 326 pixels per
inch, similar to the 323ppi resolution of the
Nexus 7
"Market share slip is inevitable because so many
rival devices are coming out, which is not
necessarily a bad thing as the overall sector is
growing.
"Apple does now have a cheaper model thanks
to it offering the original iPad Mini at a lower
price - but the firm doesn't really want to go to
the low-end because that's not where the
greatest profit is extracted."
Apple also announced that the latest version of
its Mac operating system, Mavericks, would be
offered at no cost to owners of computers
already running any version of OS X released
since 2009. It is the first time the company has
not charged for a major Mac OS upgrade.
By contrast the full version of Windows 8.1 is
sold for about £100, although it is free to
existing Windows 8 users.
Linux-based Ubuntu has always been offered
without charge. Chromebook computers also
get free upgrades for Google's PC operating
system.
New laptops, productivity and leisure apps were
also unveiled. However, Apple did not show off
a new TV set-top box as some had speculated.
Tablet competition
The California-based firm's most recent financial
release said that its iPad range accounted for
$25.8bn (£17.6bn) worth of sales in the nine
months leading up to July.
That represented 19% of its revenue for the
period.
However, Apple acknowledged that the amount
of money it was making from the product line
was growing three times slower than the growth
in unit sales since many customers were opting
for its cheaper iPad Mini and iPad 2 models
rather than its top-of-the -range "retina display"
versions.
Apple chief executive Tim Cook said the firm
had sold more than 170 million iPads
It also faces the fact it is losing market share to
rivals.
Apple's iOS operating system accounted for
53.9% of all tablets shipped in 2012, according
to Gartner.
The tech research firm forecasts that Android
will become the market leader with a 49.6%
share, versus Apple's 48.6% this year, adding
that it expects that gap to widen further in
2014.
However, consultants at IHS iSuppli said those
figures needed to be put in context thanks to
Apple's success at making money by taking a cut
of app sales.
"It is in terms of revenue per active device
where Apple's lead is strongest," said the firm's
mobile media analyst Jack Kent.
"An iOS device generates around three to four
times as much app revenue through Apple's
App Store as an Android device through Google
Play.
"Apple has so far offered a more compelling
range of tablet-specific content, but Google is
clearly looking to address this."
He added that many Android tablets, including
Amazon's Kindle and most products sold in
China, did not have Google's store pre-installed.
Apple's chief executive Tim Cook noted there
were now 475,000 apps designed for iPads
available through its online marketplace.
Apple's software chief Craig Federighi said the
new Mac OS X Mavericks system would extend
laptops' battery life
But another market watcher suggested that
Apple's priority remained securing a "premium"
margin on the shop price of its hardware, and
that add-on software sales were of secondary
interest.
"Some players, like Amazon, can afford to slash
prices because they have a different business
model based on content and commerce," said
Thomas Husson, from the tech industry analysts
Forrester.
"While Apple has shared $13bn to developers
since 2008, it has made less than $6bn out of
apps.
"It's a huge stat, but low in comparison with
Apple's quarterly results."
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