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A customer, Song Tae-min reacts after buying a new iPad Mini in Seoul, South Korea, Friday, Nov. 2, 2012.Ahn Young-joon/The Associated Press

The launch of Apple Inc.'s iPad mini attracted smaller crowds from Sydney to New York on Friday than have been typical for previous Apple product launches, events marked by people lining up for hours or even days.

A proliferation of comparable rival devices may have sapped some interest for the device, which is priced above rival gadgets from Google Inc. and Inc.

A few hundred people were in line at Apple's Fifth Avenue flagship store in New York at about 8 a.m., days after the city was battered by Hurricane Sandy, one of the biggest storms to ever hit the United States.

Lisa Sieber, 59, from Germany rode a bike to the Apple store on Friday as she said she's been going 'stir crazy' from lack of power and water at her 81-year-old mother's home in Manhattan's Lower East Side.

"I didn't think I needed an iPad but once you get your first Mac, you slide into the iPhone and the next one and it makes it easy to get more Apple products," she said, adding that "there's not much to do without power and lights."

While many people have been happy to camp overnight at the New York store for past launches, some were angry on Friday that Apple changed the store's opening time to 10 a.m. for this launch from 8 a.m. previously.

"Usually it's 8 a.m.," said Vincent Leroy, 27, a student from Long Island City in Queens who showed up at the store at 6:30 a.m. His friends complained loudly in unison when he told them he had found out about the delayed opening.

In Amsterdam two hours after the Apple store opened, it looked like a typical day at the store with no lines outside the door. An Apple employee on the scene told Reuters that people had lined up ahead of the store opening.

About 50 people waited for the Apple store in Sydney, Australia, to open, where in the past the line had stretched for several blocks when the company unveiled new iPhones.

At the head of Friday's line was Patrick Li, who had been waiting since 4:30 a.m. and was eager to get his hands on the 7.9-inch slate.

"It's light, easy to handle, and I'll use it to read books. It's better than the original iPad," Mr. Li said.

There were queues of 100 or more outside Apple stores in Tokyo and Seoul when the device went on sale, but when the company's flagship Hong Kong store opened staff appeared to outnumber those waiting in line.

The iPad mini marks Apple's first foray into the smaller-tablet segment, and the latest salvo in a global mobile-device war that has engulfed combatants from Internet search leader Google, whose Android software runs on tablets from several vendors, to Web retailer and software giant Microsoft Corp.

Microsoft's 10-inch Surface tablet, powered by the just-launched Windows 8 software, went on sale in October, while Google and Amazon now dominate sales of smaller, 7-inch multimedia tablets.

Unveiled last week, the iPad mini has won mostly positive reviews, with criticism centring on a lofty price tag and a screen considered inferior to those of rivals. The new tablet essentially replicates most of the features of its full-sized sibling, but in a smaller package.

"Well, first of all it's so thin and light and very cute - so cute!" said iPad mini customer Ten Ebihara at the Apple store in Tokyo's upscale Ginza district.

At $329 for a WiFi only model, the iPad mini is a little costlier than predicted, but some analysts see that as Apple's attempt to retain premium positioning.

Some investors fear the gadget will lure buyers away from Apple's $499 flagship 9.7-inch iPad, while proving ineffective in combatting the threat of Amazon's $199 Kindle Fire and Google's Nexus 7, both of which are sold at or near cost.

Also on Friday, Apple rolled out its fourth-generation iPad, with the same 9.7-inch display as the previous version but with a faster A6X processor and better WiFi. Both devices were going on sale in more than 30 countries.

Apple will likely sell between 1 million and 1.5 million iPad minis in the first weekend, far short of the 3 million third-generation iPads sold last March in their first weekend, according to Piper Jaffray analyst Gene Munster.

"The reason we expect fewer iPad minis compared to the 3rd Gen is because of the lack of the wireless option and newness of the smaller form factor for consumers," Mr. Munster said in a note to clients. "We believe that over time that will change."

Reviewers have applauded Apple for squeezing most of the iPad's features into a smaller package that can be comfortably manipulated with one hand.

James Vohradsky, a 20-year-old student who previously queued for 17 hours at the Sydney store to buy the iPhone 5, only stood in line for an hour and a half this time.

"I had an iPad 1 before, I kind of miss it because I sold it about a year ago. It's just more practical to have the mini because I found it a bit too big. The image is really good and it's got the fast A5 chip too," Mr. Vohradsky said.

The iPad was launched in 2010 by late Apple boss Steve Jobs and since then it has taken a big chunk out of PC sales, upending the industry and reinventing mobile computing with its apps-based ecosystem.

A smaller tablet is the first device to be added to Apple's compact portfolio under chief executive officer Tim Cook, who took over from Mr. Jobs just before his death a year ago. Analysts credit Google and Amazon for influencing the decision.

Some investors worry that Apple might have lost its chief visionary with Jobs, and that new management might not be able to stay ahead of the pack as rivals innovate and encroach on its market share.