By the price of the new wafer-thin, smaller iPad, Apple have made it clear that they are not about to embark into the mini tablet price war.
The iPad Mini was unveiled on Tuesday and boasts a screen roughly a third smaller than the normal model and much lighter.
The price was expected to be somewhere between $250 and $300 because it would then compete with the Kindle Fire or the Google Nexus but in reality the iPad Mini will cost from $329 upwards.
Shares in Apple dropped by 3.3 percent once the price was announced and competitors share prices went up.
But given that Apple sold over 100 million iPads since they were released in April 2012 they will probably sell from between 5 and 10 million iPad Minis before the end of the year.
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