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iPad mini price is ‘not expensive’ says Apple CEO Tim Cook

Luke Johnson


Apple iPad mini
Apple iPad mini

Apple CEO Tim Cook has stated that the iPad mini prices are “not expensive”, quelling rumours that the Cupertino is working on a cut-price tablet offering to rival the likes of the Google Nexus 7.

Following the recent iPad mini release date, Apple was criticised for the price of its first 7.9-inch tablet with iPad mini prices starting at £269, more than £100 more than the £159 cost of the entry level, Android 4.1 Jelly Bean powered Google Nexus 7.

Insisting that the iPad “isn’t an expensive product,” Apple’s chief executive told Bloomberg that “a great product doesn’t mean an expensive product. It means a fair price.” He added: “The iPad mini is all the way down to $329. This isn’t an expensive product.”

Suggesting that Apple would not limit a product’s capabilities to reach a competitor rivalling price point, Cook stated: “What we wouldn’t do is say, ‘We’ve got to have something for this price, and then let’s see what we can do for it.’”

Although the introduction of premium Android tablets with wallet friendly price tags has eaten into Apple’s dominant stake of the tablet market, a fact that the Apple CEO openly acknowledges, Cook has revealed that he believes the iPad series has created a more loyal and engaged user base that those on Google OS filled devices.

“Certainly the data that I’m seeing suggests - and this is all third-party data - that over 90 percent of the Web-browsing traffic from tablets are from iPad,” he said

“Since these statistics do not correlate with unit sales, it suggests to me that the iPad user experience is so far above the competition. The iPad has become a part of their lives, instead of a product that they buy and place in a drawer.”

Apple iPad mini Specs

Apple’s first venture in to the 7-inch tablet scene, the iPad mini features a collection of high-end innards with a 7.9-inch IPS display with a 1024 x 768p resolution lining up alongside a 5-megapixel rear-mounted camera and a second 1.2-megapixel snapper up front.

With a 10 hour battery life, the iPad mini, which measure in a 7.2mm thick and just 312g in weight runs iOS 6 and is powered by the dual-core A5 processor. With Apple’s new Lightning port connector in tow, 1080p Full HD video recording completes the iPad mini specs sheet.

Are you tempted by an Apple iPad mini? Will you be snapping one up ahead of the festive period or do you think Apple’s 7-inch tablet is too expensive? Let us know via the Trusted Reviews Twitter and Facebook feeds or through the comment boxes below.


December 7, 2012, 6:55 pm

What utter rubbish.
Of course its "not cheap" if you completely ignore every other similar product available, but why would you do that?
Someone might also point out to Bloomberg that $329 does not normally equal £269 in the real world.
The other problem with this and all other Apple products is that you must use itunes to add and remove your own content, this for me is the single biggest issue with all Apple devices, and seems to be ignored in virtually every review published.
It's probably become a part of peoples live's because they spend so much time syncing with itunes...
It's Nexus 7 all the way for me.


December 8, 2012, 3:59 am

Of course you're going to say that you own the damn product! I have no apple products (except an ipod shuffle in a cupboard somewhere) and own an android phone and even I wouldn't go near the Nexus 7, the design build isn't near the quality of the iPads and although the screen of the iPM isn't retina I still think it is pretty awesome. The Nexus feels cheap and just isn't wide enough! I have no idea why they made it so narrow because it's not like people genuinely walk around with a nexus in their pockets.

Now to the article; I have money to spend this Christmas and it was a toss up between the iPad Mini and the Nexus 7 and honestly it's the iPad in all areas except customisability and i really don't do anything but change the background on my Android phone so this doesn't actually bother me in the slightest. Now the price isn't an issue at all, everyone knows that Apple products are well built, beautiful and this price is pretty good, the only thing I REALLY disagree with is the price for 32GB, 64GB and the cellular versions as the price is absolutely shocking but then again it is Apple.


December 9, 2012, 12:29 pm

True, $329 is not quite £269 but remember the US price is ex sales tax, whereas the UK price includes tax at 20%. Convert to sterling at 1.6:1 and you get £205, then add VAT and you're at £246, then factor in the cost of shipping to the UK plus generally higher labour costs and other overheads, as well as the enhanced consumer protection under EU vs US law, and finally the fact that Apple reports in USD and has to hedge transactions in other currencies, and the additional £23 seems reasonable to me. At the end of the day, Apple is entitled to price its products as it sees fit. If you don't want an iPad mini (as I don't) then don't buy one.


December 9, 2012, 1:14 pm

As for your diatribe against iTunes, the reason it is largely ignored is that it isn't an inconvenient or difficult experience for most people. Actually current gen iPhones and iPod Touch and iPad don't need ever to be synced with iTunes - they can be activated, updated and receive content over the air. You can stream music with Spotify, download apps, books, audiobooks, videos and music from iTunes Store (or alternatives such as Kindle and Audible). Yes you need to use iTunes to import your own music and movies, but is that any harder than using direct file transfer? It syncs over wifi and with iTunes Match you can get all your music anywhere with a data connection, whether or not your laptop/desktop is even switched on.


December 9, 2012, 10:59 pm

I suppose compared to the iPad 2, the iPad Mini is better value but personally, this would only apply to the basic 16GB WiFi only version. The higher up the range you go with the iPad Mini, to say 32GB WiFi only version, the less sense it makes in terms of value because they're priced very close to and higher than the price of the basic iPad 4.


December 10, 2012, 4:36 pm

All Apple products are 'Expensive', relative to the competition. The 'value for money' proposition is one that only the individual can make relative to their requirements & expectations such a gadget can offer. Apple offers a premium product at a premium price. A lot of people who buy these products link their ego directly to the cost of the products, and then like to fiercely defend their choices! Nothing new there :)

Personally, I absolutely hate iTunes. ('Diatribe' John Mclean? Hardly!) It's the worst piece of software ever written by Apple, and even after the Version 11 refresh I think that there are numerous ways to improve upon it. No one can ever argue that iTunes is a more elegant and better solution for getting your own media (that you already own) on to your own hardware, than drag and drop. It ain't. It's horrible. Period. But Apple like you to almost 'rent' their hardware as a portal to their overpriced media offerings, whereas Google will let you play around with the software at the cost of a few bugs and issues...and then also try and sell you overpriced media.

I like the iPad mini for its design - but not at £449 for a 32GB 3G version Vs £239 for a Nexus 7 3G. That's a ridiculous price differential. It's not a question of cost for me, but value. I would pay a £60-£70 for the premium of the similar spec Apple product over the Asus, but never £210. Apple toys are much less appealing than they used to be, mainly thanks to the antiquated OS & Android is at last matching the hardware specs with solid software.

I think Apple will eventually be forced into looking more at entertaining the notion of 'value' in future products and that Google will develop more into the 'premium' market.

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