Whenever Apple take to the stage to hold an official media event we can always be sure that it will contain a number of purposely made videos that are either overviews of the products on show or ad campaigns that will ultimately end up on the television. Yesterday’s event at the California Theatre was no different with Tim Cook and Phil Schiller proudly showing off a number of videos showing off the range of new products that were announced during the keynote speech, two of which have been uploaded to Apple’s official YouTube channel.
The first video is an introduction to the company’s new iPad mini tablet and starts off with lead designer Jony Ive revisiting the roots of the original iPad and discussing his company’s vision and goal in creating the new miniature version of the world’s most popular tablet. Apple’s Vice President of Marketing, Michael Tchao, features heavily in the video discussing the capabilities of the iPad and how those features easily transcend down to the new iPad mini.
The video relating to the new iPad mini Smart Cover is much shorter than the overview creation but follows Apple’s tried and tested minimalistic but fun style that we have become so used to seeing over the last few years. The new mini variant of the Smart Cover has some subtle differences from the original accessory with a new wrap around design that removes the bare metallic hinges from view. As was the case when the original Smart Cover launched, the new mini variant will come in a variety of vivid colors and also double up as an iPad stand as well as a protective cover.
Apple will be hoping that the launch of the iPad mini will see them take the mid-range tablet market by storm and although they have set the price of the device a little higher than the competition, it should be immediately evident to consumers that the new smaller iPad offers a more premium experience over the competition. It’s unlikely that the iPad mini will find a home as a like-for-like replacement for dedicated eBook readers like the Amazon Kindle due to the significant price difference, but the chances are good the Kindle Fire and Nexus 7 type tablets will lose some market share to Apple’s new product.