market share

Why Apple is launching the iPad mini, in one statistic

This item was originally published on Oct. 3, 2012 and updated on Oct 15.

One in four US adults now owns a tablet computer, and two-thirds of those who own a tablet purchased them in the last year, reports The Economist’s Leanback 2.0 blog. (This data does not reflect the introduction of the Google’s new 7-inch tablet, or Steve Jobs claimed were too small to do justice to software designed for tablets.

We know how that story ends: Apple has almost certainly begun to manufacture a 7-inch “iPad mini” to be announced in October. With Google and Amazon’s 7-inch tablets going for $199, the question is whether Apple will be able to compete with that price, and how consumers will respond.

Update: A price for the 7-inch iPad may have surfaced in the systems of a German retailer, and it’s a bit higher than the Kindle Fire HD. The “iPad mini” is listed at a starting price of $323, while the Fire is $258. The veracity of the leak couldn’t be confirmed. Apple is expected to settle all these questions about the new device at an event on Oct. 23.

the brief our picks popular latest obsessions search