Uswitch comments on launch of Apple iPad Air 2 and iPad Mini 3

Commenting on the launch of the iPad Air 2 and the iPad Mini 3, Ernest Doku, telecoms expert at Uswitch.com, says: “It seems Apple’s enthusiasm hasn’t been knocked by waning iPad sales over the past six months – or ‘speed bump’ as Tim Cook puts it.

“Apple might have brought the tablet to the mainstream market, but if slates are Apple’s back yard, the neighbours are staging a sit-in. Samsung tablets have brought the fight to the iPad with some breathtakingly good screens, so it’s crucial for Apple that its latest incarnations keep the iPad’s nose in front.

“According to Apple, making the number one selling tablet better means making it thinner than a pencil, and gold, apparently. Let’s just hope it doesn’t bend.

“The addition of Touch ID, more exciting colourways, an improved camera and a snappier processor all worked for the iPhone 5S, so could be enough to convince iPad owners to turn their current one into a hand-me-down.

“The iPad Mini 3 might have been introduced as a more affordable afterthought but, by not phasing out any of the earlier models, Apple has instantly created a broader range of tablets to suit all price points and budgets – a bit like Samsung.

“One problem Apple faces is that, without a finite network contract to concentrate their minds, tablet owners need more persuading to upgrade than phone users.

“Launching new tablets every year with minor improvements won’t do it. Only giant leaps forward will provide the wow factor needed to drive new sales in an increasingly saturated market.”