Apple's 2013 iPad launch fails to meet the expectations for revolution, not evolution
FIRST LOOK: APPLE fans might have been wanting a revolution but what they got was evolution and a new name.
APPLE fans might have been wanting a revolution but what they got was the evolution of the iPad which is lighter, faster and has a new name.
An Apple event in San Francisco, California, last night saw the the tech giant launch its new iPad Air, a new iPad mini with Retina high-definition display, OS X Mavericks and highlight its flagship Mac Pro.
The full-sized iPad Air with a 9.7-inch retina screen, which goes on sale in Australia on November 1 from $598, is 20 per cent thinner than the previous model and, like the iPhone 5S, is powered by the 64 bit A7 chip.
BLOG: Jen Dudley on the Apple event
Apple also released a revamped iPad Mini with a retina high-definition display which will be available later in November. Prices start at $479.
Apple senior Vice President Philip Schiller called the revamped models "the biggest step yet in delivering the vision that is iPad".
The reaction for some of the technology journalists was that it seemed more a shuffle forward than the giant leap that they were looking for.
Gartner Research Vice President Van Baker, who was at the Apple event at the Yerba Buena Centre for the Arts Theatre in San Francisco, said the package of hardware and software unveiled was impressive but it lacked the game changing moment that people look for in an Apple event.
"One of the challenges is that it's not about devices any more. it's about the ecosystem and services that surround that device, and that's going to be equally true if you're talking about a potential Apple TV product or a potential iWatch product or whatever you want to speculate about," he said.
"You've not only got to invent that device, that Apple clearly has the capability to do, but you're also got to have that ecosystem around it for the product to have any value.
"That's the harder part. If you're going to do a watch, then you've got to have software and services to support it."
The "one more thing" moment that the audience of technology journalists wanted did not happen but Mr Baker said Apple was still within the time frame given the period it took between the launch of the iPod, the iPhone and the iPad.
"Does Apple need to innovate? Yes, they absolutely do. Do they need to bring out a new category of products that nobody knew they needed until Apple invented it? Yes, they need to do that but they're still within a reasonable amount of time.
"If they haven't done anything by the end of next year, maybe people will start to get a little nervous."
Mr Baker says Apple has a history of waiting to get it right.
"All you've got to do is look at the new watch from Samsung to know here's not how to do it. It's really ugly."
Gartner analysis of the tablet shows the change in the past three years.
Back in 2011, Apple had 65.3 per cent of the tablet market, compared with 29.5 percent for Android.By next year, Gartner predicts that the Android slice of the market will have reached 49.4 per cent and Apple will trail with with 47.2 percent market share.
Along with the new iPads, Apple also released its new operating system, OS X Mavericks, which is available as a free download today, and updates to its iLife and iWork software packages such as Pages, Keynote, iPhoto and iMovie.
The MacBook Pro range got a revamp with a new MacBook Pro with Retina to go on sale in Australia with models starting at $1599.
Apple also announced pricing details for the previously unveiled Mac Pro. This top-end desktop computer, which even its fans say looks like Darth Vader's helmet, will go on sale in Australia in December for $3999.The 9.7-inch iPad Air is 20 percent thinner than the previous model and comes with16, 32, 64 or 128GB. It will cost between $598 and $899 for the wi-fi model and the wi-fi plus cellular (4G) model ranges from $749 to $1049.
The iPad mini with retina display comes in 16, 32, 64 and 128GB. It ranges in price from $479 to $799 for the wi-fi model and $629 to $949 for the wi-fi plus cellular version.
Apple will continue to sell iPad 2 and the original iPad mini.
Rod Chester travelled to San Francisco as a guest of Apple.
Apple fans furious feature removed
The world’s most valuable company released an update that added a handful of new features and, to the fury of fans, took away one.
What new yellow dot on your phone means
Phone screens will look very different after Apple rolls out its latest update, including one new feature you need to pay attention to.
Drastic change coming to your phone
Apple made a surprise announcement yesterday that will change the way your phone looks — but you might want to wait to update.