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Brier Dudley offers a critical look at technology and business issues affecting the Northwest.

Topic: Mac Pro

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October 22, 2013 at 10:09 AM

Apple rolls out new iPad Air, Macs for holidays

Here are highlights from Apple’s press event in San Francisco today, which I followed via a webcast.

It’s a critical rollout for the company that has seen sales of its iPad fall in the face of growing competition, including lower priced devices based on Google’s Android software.

Apple highlighted the momentum of its new iPhones and revealed a new, thinner version of its iPad, which it’s now calling the iPad Air. Chief Executive Tim Cook also took several swipes at competitors, mocking efforts by PC makers to produce tablets, such as the new Microsoft and Nokia tablets that debuted today.

The company declined to lower prices of its iPads to compete with cheaper Android tablets that are selling faster. Instead it raised the price of its new iPad mini by $70, to $399.

But Apple slightly lowered the price of its new laptops and will begin giving away some apps, including its iWork productivity software.

Phil Schiller, Apple senior vice president of marketing, presents the new iPad Air. AP photo by Marcio Jose Sanchez.

Phil Schiller, Apple senior vice president of marketing, presents the new iPad Air. AP photo by Marcio Jose Sanchez.

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Comments | Topics: Apple, iPad, Mac Pro