Ahead of the expected announcement of Apple’s iPad mini, Adam Leach, principal analyst at Ovum provides his view on: Apple’s Strategy “The rumoured smaller (7” – 8”), cheaper iPad marks a significant shift in Apple’s strategy. For the first time in its recent history it is responding to market pressures from its competitors, namely Google and Amazon in bringing a smaller tablet to market. Apple in the past has defined new products with new form factors and waited for the market to follow, in this instance Apple is following the market trend towards smaller cheaper tablet form-factors. This reflects a fundamental change in the way Apple operates. Apple is assuming that a lower cost iPad will allow them to sell (…) Continua →
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