Apple divides the crowd at underwhelming iPad launch

Apple unveiled its not-so-eagerly anticipated iPad Air 2 and iPad mini 3 on Thursday. Undeterred by the “bendgate” scandal of September – so-called on social media after criticism aimed at bendy iPhone 6’s – the iPad Air 2 is, according to Apple’s Tim Cook speaking at the event, the “world’s thinnest tablet” at just 6.1mm thick.

[T]here were approximately 50 percent fewer tweets mentioning the word “iPad” than on the launch day last year

The new devices are fitted with an A8X chip, which promises to deliver 40 percent faster performance, and now comes with a fingerprint sensor, a feature which has been available on iPhone’s since 2013. The iPad Air 2’s screen is 56 percent less reflective and minor improvements to the camera and battery life have also been made. Like its predecessors, the devices are available with 16GB, 64GB and 128GB of storage. But in terms of wow factor, especially in the shadow of the most successful iPhone launch to date just last month, the event fell short of expectations.

Rumours that the launch would include the announcement of the ‘iPad Pro’ and considerable Apple TV upgrades set the kings of tech up for failure, and this disappointment was reflected on social media. According to Crimson Hexagon research quoted by Mashable, there were approximately 50 percent fewer tweets mentioning the word “iPad” than on the launch day last year: a measly 730,653. For a little perspective, tweet responses to September’s iPhone 6 launch totalled 6.3m.

Also mentioned was a new iMac boasting a 5K Retina Display, which critics claimed was the most remarkable part of the entire event. Given that overall tablet sales are predicted to rise by just 11 percent this year compared to 55 percent in 2013, it is doubtful that the new products will be the cash cows Apple are hoping for.