Experts salute Apple 'evolution'

Technology experts hailed the launch of the new iPads as an “evolution” in Apple‘s history.

Jason Kingsley, CEO of games developer Rebellion and chairman of UK Games Industry trade body TIGA, said: “Air is very exciting. An extreme form factor with cutting edge design and what looks like fast and powerful tech inside.

“Apple rolled out the expected interesting launch of retina display, faster, lighter, more powerful and connected.

“The new iPad mini is interesting and feels like a move into ‘big mobile phone’ territory.

“This was more evolution than revolution from a company that manages to produce stylish new products annually.”

Nadeem Khalid, business analyst from digital agency TH_NK, said: “Whilst expected, with the announcement of the retina display iPad Mini 2 alongside the new iPad Air, Apple continues to occupy the technological and aesthetic high ground.

“Thinner, lighter and faster may not be radical enough for some, for the majority of consumers and indeed the press, the iPad line will continue to be number one in the desirability stakes.

“However this announcement isn’t just about hardware, by offering a host of productivity apps for free, Apple is making a concerted play for the enterprise market, and also challenging the assertion that iPads are limited to web browsing and casual use.

“In a nod to a market concerned with commoditisation, Apple will continue to sell the existing mini and iPad 2 line with a marginal discount to the former.

“Competitors such as Google and Samsung may be quick to gain technological parity, but will continue to struggle to compete with Apple’s ecosystem, ease of use and in the clarity of purpose stakes.”

Will Findlater, global online editor of Stuff magazine, said: “There is no doubt that within the field of tablets, Apple is going to remain the market leader.

“The new iPads are largely as we were expecting, but there are some surprises – the fact that the iPad mini hasn’t just got an improved screen but it also has Apple’s latest A7 chip, as the iPad Air does, which is a massive step up in power from the previous capability.

“The main criticism of the device, about the screen quality, has now been answered.

“It’s become a more serious device and will appeal to a wider audience.

“I was a little disappointed the iPad Air does not have a touch ID sensor, or fingerprint reader, especially as the capability to handle the encryption touch ID requires is built into the A7 chip.”

He said he was taken by surprise at the decision to brand the new full-size tablet the iPad Air but added: “For Apple, changing the name of something makes it more special, in a way. Certain people who want the very latest thing will be attracted almost as much by that, and the aesthetics, as by the dramatically upgraded innards.”

Stuart Mills of independent gadget website Pocket Lint said: “The iPads are going to be big sellers for Christmas, especially as many customers work in a two-year cycle.

“The iPad is a market-leader for a reason, and it’s going to sell bucket loads.”

Experts salute Apple 'evolution'