Claims that the iPad Mini is too costly to compete with its lower-priced Android rivals have been dismissed by Apple, as the world’s major tech players square up for a tablet battle royale in the run-up to Christmas.
Unveiled this week to largely positive early notices, the iPad mini has nonetheless attracted no little opprobrium from some tech watchers for its £269 ($329) entry-level price point.
This is £70 more than the 16GB equivalent of the Android-powered Google Nexus 7 (£110 more than the even cheaper 8GB model) and has led to claims that the device’s price point is pitched too high for the market that it is targeting.
Not so, reckons Apple Senior Vice President Phil Schiller, who claims that the iPad mini is the tech giant’s most “affordable” and best value device so far.
He told Reuters: "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 other devices.
"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."
The iPad mini’s £269 price point applies to the lowest-specc’d 16GB, Wi-Fi-only version. The top-end model, complete with 4G support and 64GB of internal memory, is £329.