Apple unwraps mini-iPad to take on Amazon, Google; will go on sale Friday

Apple senior vice president of worldwide marketing Philip Schiller introduces the new iPad mini during an Apple event in San Jose.

Apple Inc took the wraps off an 8-inch tablet on Tuesday in its biggest product move since the debut of the iPad two years ago, launching a smaller version of the gadget into a market staked out by Amazon.com Inc and Google Inc.

The 7.9 inch “iPad mini” marks Apple’s first foray into the smaller-tablet segment. Apple also announced a fourth-generation full-sized iPad with improvements in graphics and processing speeds, just two days before Microsoft is due to show off its own “Surface” tablet.

Apple hopes to beat back their charge onto its home turf of consumer electronics hardware, while safeguarding its lead in the larger 10-inch tablet space that even deep-pocketed rivals like Samsung Electronics have found tough to penetrate.

Chief Executive Tim Cook kicked off Tuesday’s event, held at the opulent California Theater in San Jose, by touting the just-launched iPhone 5 as the fastest-selling smartphone in history. He added that there are now 200 million devices running iOS6, the fastest upgrade rate he has seen since the mobile software was launched about a month ago.

Amazon’s Kindle and Google’s Nexus 7 have grabbed a chunk of the lower end of the tablet market and proved demand for a pocket-sized slate exists. That has forced Apple into a space it has avoided and at times derided, analysts say.

A smaller tablet would mark the first device to be added to Apple’s compact portfolio under Cook, who took over from co-founder Steve Jobs just before his death.

“Apple sensed early that they had a real winner with the iPad and that has proven to be correct,” said Lars Albright, co-founder of mobile advertising startup SessionM and a former Apple ad executive. “They have a large market share, and to protect that market share they have got to be innovative.”

In a rarity for a company that tightly controls events, Apple live-streamed its invitation-only presentation – where it is expected to unveil the mini tablet – to Apple devices such as the iPad and Macintosh computers.

Apple Inc will sell its new 7.9-inch “iPad mini” for $329 and up, higher than some industry observers had expected.

The company said online sales will begin on Friday and shipments start a week later.

Wall Street analysts have said for months that Apple was planning a less expensive version of the iPad to take on cheaper competing devices, a move they say might hurt its margins but prevent its rivals from dominating an increasingly important segment.



News
Entertainment
Sports
Lifestyle
National

Is #JusticeForAvaLynn a case of bullying?

On Saturday, the hashtag #JusticeForAvaLynn became one of the trending topics on Twitter. Users circulated the above photo of 5-year-old AvaLynn, posted by her mother…

International

Terrorism could spread to US and Europe in…

Saudi Arabia's King Abdullah said terrorism would soon spread to Europe and the United States unless it is quickly dealt with in the Middle East,…

National

Ex-Bitcoin official to plead guilty to Silk Road…

Bitcoin entrepreneur Charlie Shrem has reached a plea deal to resolve U.S. charges that he engaged in a scheme to sell over $1 million of…

International

China's army changes tactics to prepare for war…

Chinese President Xi Jinping has said China will spur military innovation and called on the army to create a new strategy for "information warfare" as…

Gossip

Joan Rivers on life support: Report

TMZ reports that comedian Joan Rivers has been placed on life support, "completely reliant on machines to stay alive." Rivers has been hospitalized since she…

Movies

What's new on Netflix in September

September has a supernatural theme for Netflix. UFO "documentaries" and the survivalist reality series "Doomsday Preppers" are among the new series coming to the online…

Going Out

'Friends' coffeehouse Central Perk coming to NYC —…

"Friends" is coming back for a one-off special: "The One with the Free Coffee." Warner Bros. is bringing a pop-up replica of Central Perk, the…

Movies

Interview: 'As Above, So Below' directors: 5 ways…

The fraternal directors of the found footage horror "As Above, So Below" dish on the best ways to frighten the bejesus out of audiences.

NFL

3 things we learned in the Giants preseason…

The final score didn’t matter — a 16-13 win by the Giants — but it would’ve been nice to finally see Big Blue’s new-look offense get on track.

NFL

NFL Power Rankings: Seahawks, Broncos, Patriots, 49ers start…

NFL Power Rankings: Seahawks, Broncos, Patriots start at top

U.S. Soccer

5 facts about new England captain Wayne Rooney

Manchester United striker Wayne Rooney was named as the new England captain by coach Roy Hodgson on Thursday.

NFL

Jets vs. Eagles: 3 things to watch

A win on Thursday night at the Eagles would give the Jets a 3-1 record and just their second winning preseason under head coach Rex Ryan.

Wellbeing

VIDEO: Still not wearing sunscreen? You will after…

Sunscreen is possibly the most often repeated - and ignored - piece of skincare advice. But Thomas Leveritt took a different tactic. With a short…

Food

Twitter used to track down sources of food…

When Chicago health officials saw Twitter users complaining about local food poisoning episodes, they reached out on Twitter to those users and often ended up…

Style

Trend: White hot on the 2014 Emmy's red…

White was one of the big trends on the Emmy's red carpet.

Food

Recipe: Samuel Adams beer-marinated grilled shrimp

Summer calls for two things: a cold beer and light food. Sam Adams' Latitude 48 IPA fairly bursts with citrus notes, making it an ideal marinade…