Affirming the speculation around the impending debut of the iPad Mini, Apple has sent out invitations for a special event on 23 October, stating: "We've got a little more to show you."
Since August, it has been widely expected that Apple would be taking the wraps off a smaller, lower-cost iPad to reassert its dominance in the tablet market in the face of increased competition from the seven-inch tablet space.
Details around possible specifications for the iPad Mini are still few and far between, but it is expected the tablet will have a 7.85-inch liquid crystal display. It has been speculated that Apple has opted against using the Retina display in the smaller iPad in order to keep costs down.
Recent reports have also suggested Apple will be revealing a new 13-inch MacBook Pro with Retina Display, and a new Mac Mini together with the iPad Mini at next week's event.
Both 9to5Mac and Apple Insider claim to have received a list of iPad Mini stock-keeping units, which shows Apple may bring a total of 24 new iterations of the iPad to market.
There will supposedly be four different models, each with three different storage capacities and two different colour variants. There are also rumours of an updated iPad 3 with a Lightning connector, which could potentially account for two of the four new models.
When rumours first emerged of a possible iPad Mini, many commentators scoffed at the idea, saying it would be too far a departure from Apple's product strategy. While World Wide Worx MD Arthur Goldstuck has long said that given the competitive landscape, an iPad Mini was more likely than not, he says spreading the release across 24 models "does not sound like the Apple way".
"If they do in fact go that route, it will indicate a significant departure from the Steve Jobs vision of simplicity in device, design and choice. However, one can also see it as being a simple choice of four models, and simply customising each model to your preferences," says Goldstuck.
Could backfire
What remains textbook Apple strategy, however, is the timing behind the launch which is clearly to pre-empt the launch of Windows 8 a few days later, according to Goldstuck.
"That is very much Apple strategy, and we've seen it year after year in the timing of many of their announcements adjacent to other major industry events. However, it may well backfire this time.
"The Windows 8 launch will see dozens of tablets in both large (around 10-inch) and small (around 7-inch) formats, with any number of options in-between, and in numerous hybrid styles of tablet-meets-laptop. Add to this the fact that Windows 8 will probably be the biggest product launch in history, and you find Apple in the uncustomary position - just days after a major product launch of their own - of having their message drowned out."
Goldstuck adds that if Microsoft does not execute its launch exquisitely, it could play into Apple's hands. "However, one senses that Apple thinks it's still business-as-usual in terms of dominating mindshare, whereas in fact the market appears to be moving on. The Apple share price is more volatile than it has been in years."
Halo of perfection
"Other clues that this is not Apple as usual lies in reports of supply chain problems - an area that is trumpeted as Tim Cook's particular strength. That strength should have made up for the ever-receding vision of Steve Jobs, and how Apple addresses it will be critical to its continued status as performance leader," says Goldstuck.
Apple also recently came under fire from the media and consumers for the uncharacteristically poor functionality of its iOS 6 Maps app and other issues. Goldstuck says: "We are finally seeing the post-Jobs Apple emerge, and it is not always going to be a pretty sight.
"Apple are not perfect, and we are now seeing the equivalent of the market removing the blinkers from its eyes. Yes, they will continue to produce magnificent products, but the halo of perfection is inevitably fading."
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