Apple finally launches its newest iPad in China to a calmer and smaller group of people. Apple recently settled lawsuits that will enable them to sell their latest iPad to the China market.
Last January when Apple introduced its iPhone 4S, there was chaos and violence at its Beijing and Shanghai stores. Apple employees were booed and pelted with eggs when there was a delay in opening of the store. After discovering that Apple had run out of stock, the news fueled the crowd into a frenzy. Apple fans broke the glass door of the store following a dispute with the security workers and police had to be called in to restore order.
A rare scene considering what happened during the iPhone 4S release, Apple had initiated new pre-register buying system which requires all customers to register orders in advance. After registering, the customers, a specific appointment time is given where they can come to the store and pickup their iPad. The company gives a three hour window each day so that iPad customers can register for the new iPad.
The Chinese market appears ecstatctic with the arrival fo the new iPad. With potential to be Apple's largest market, over 1.2 billion customers are within reach especially with a rising middle class and a thirst for the technology market. China has become the largest market for Apple products behind the U.S. Apple China's first quarter revenue has risen fivefold, hitting a record $7.9 billion.
"I didn't think many people would come to the launch. I think they should do it this way again for future sales," noted Ye Huafei, speaking about line new reservation system that company had rolled out. Huafei had come in at 7 a.m. and was the first in the line at the store.
Nicole Peng, an analyst with research firm Canalys predicts that the consumer interest in Apple's new iPad will be less when compared with previous iPad launches in China. The reason cited for this is the new iPad is being sold in China four months after its release in the U.S. markets.
Apple recently settled its legal battle with a Chinese company over iPad trademark in China. The Chinese court had announced that the firm was paid $60 million by Apple to buy ownership of the trademark. This too might be a reason for releasing iPad late into Chinese markets.
Back in the states, Apple continues to seek ways in drawing more Apple fans despite dominating the tablet market. Rumors of an iPad Mini and next-gen iPad are scheduled to hit stores later this year to compete with Google and Amazon's smaller sized tablets. Improvements on the next iPad will be a better battery lifespan and reduced overheating due to the high number of pixels in the Retina displays. It's new Sharp IGZO, indium gallium zinc oxide, display can lower power consumption, heat, weight, and physical size.
The release signals Apple's desire to tap into the lower end sector of the tablet market with a 7-inch iPad Mini. Its projected lower cost will offer high quality for a lower premium can attract potential customers into the Apple ecosystem. As Google's Nexus 7 and Amazon's Kindle Fire has shown that a large customer base is seeking reduced size tablets compared to current iPad generations. Apple's luxury driven image could be shifting gears as the company's dive into the lower end market for new ventures.
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