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| New Products in Hand, Apple Tries |
| New Products in Hand, Apple Tries to Reignite Interest in the iPad
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| UNITED STATES OF AMERICA
, 17-October-2014
8:43:10 AM |
| Maturity is an asset in so many things. But it's a bit of a dirty word to tech companies when describing consumer appetite for their products.
Yet it is a maturing market that Apple may be coping with as it tries to reignite sales of its iPad tablet computing devices. On Thursday, Apple's chief executive, Timothy D. Cook, unveiled the next generation of Apple iPads, the iPad Air 2 and the iPad Mini 3.
The new devices have fingerprint sensors that could make shopping online as easy as swiping a button. And in the case of the more expensive iPad Air 2, it is also faster, has a better camera, and is thinner than last year's version. So thin, in fact, that Cook said it was skinnier than a pencil. To make his point, Apple produced a video where a laser beam shaved off bits of a pencil to make it as slender as the new tablet.
"It's unbelievably gorgeous and look how thin it is. Can you even see it?" Cook said, holding the new iPad in front of an audience of journalists and Apple employees at the company's Silicon Valley headquarters.
But it is not clear that making the iPad Air 2 the Twiggy of tablet devices will be enough to reinvigorate Apple's iPad sales, which have slumped recently.
Analysts speculate that the new iPads, which will be available Oct. 24, will contribute to modest sales growth. What the new iPads will not do is bring back the incredible, triple-percent growth in sales that the iPad achieved in its first few years, starting in 2010.
"That was just crazy growth," said Ben Bajarin, a consumer technology analyst for Creative Strategies. "The iPad has normalized because it's mature. It's not going to go back to 180 percent growth, but it is still growing."
Now about that svelte look: Apple said the iPad Air 2 was 18 percent thinner and 40 percent faster than the last one, a surprising change - and a bit of an engineering feat - because Apple made the previous version thinner and faster just last year.
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