Apple Bets on Fan Devotion in IPad Debut at Higher Price
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Apple Inc. is responding to growing competition in tablet computers by holding firm to a strategy of selling iPads at a premium.
Even as rivals such as Amazon.com Inc., Samsung Electronics Co. and Google Inc. introduce tablets at lower prices, Apple Chief Executive Officer Tim Cook went in the opposite direction yesterday. He unveiled a new iPad mini with a high-definition screen that starts at $399, $70 more expensive than last year’s model. Apple also introduced a lighter and thinner design for its larger tablet, renamed iPad Air, starting at the same price of $499.