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.
iPad Mini
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.
Tim Cook
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.
Craig Federighi
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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