Apple has reportedly placed an order for 10 million iPad mini units ahead of its much-anticipated launch this fall, according to component suppliers in Asia speaking to The Wall Street Journal. The figure indicates that Apple expects the device to be a big seller this holiday season, despite strong competition from the likes of Amazon and Google.
In comparison, that’s double the number of orders placed for the Amazon Kindle Fire during the same quarter, the suppliers say.
The iPad mini is rumored to sport a smaller 7.85-inch display, and be priced significantly lower than the 9.7-inch iPad in an effort to compete with cheaper devices like the Kindle Fire HD, and the Google Nexus 7. It’s widely expected to be unveiled later this month, with invitations going out on October 10, according to reports.
Analysts say that the popularity of devices like the Samsung Galaxy Note and the Kindle Fire show that there is demand for smaller tablets. Diana Wu with Capital Securities said: “It makes sense for market leader Apple to extend its dominance in tablets with a smaller tablet.”
However, they also note that the device will need to be priced competitively in order for it to succeed. The Kindle Fire and the Nexus 7 are priced at $199, and RBS analyst Wanli Wang expects the iPad mini to come in at under $300.
- Source Wall Street Journal