The reviews are in: Apple's latest iPad is a small wonder... but critics wonder if it's worth £269
Critics agree that Apple's new iPad mini looks and feels like the previous devices, but are shocked at the price
iPad mini has 7.9-inch screen and is 7.2mm thick
Will go on sale on November 2nd and cost from $329 to $659
The first reviews of the iPad mini have critics mostly fawning over Apple’s latest creation, but most agree that Apple’s competitors may have the edge due to the price tag.
The immediate first response of reviewers is the new iPad's weight, and how easily it fits in the hand - as demonstrated by Apple's Phil Schiller at the official unveiling on Tuesday.
Engadget said: 'Just as the bigger iPad, this one feels delightful in the hand.'
There is, however, concern that giftgivers this holiday season will go the cheaper route, and opt for the Google Nexus 7 or Kindle Fire to save a few bucks.
As Gizmodo's Eric Limer put it, ‘when you're worrying about money, the Nexus 7 is your best bet.'
The tech blog also sided with the Nexus 7 in terms of streaming movies and TV, storage and what is best for children.
Gizmodo does, however say the iPad mini is the better option for students looking for a good e-reader.
Technology Review noted that there is little to differentiate the mini from the other iPad models, and that anyone itching for an iPad would go for the mini because it’s not as expensive as the iPad 2 or the 4th generation retina display edition.
The company debuted the iPad mini on Tuesday, with a screen two-thirds smaller than the full model, and half the weight.
Customers can begin ordering the new model on Friday. In a surprise, Apple also revamped its flagship, full-sized iPad just six months after the launch of the latest model.
Apple's late founder Steve Jobs once ridiculed a small tablet from a competitor as a 'tweener' that was too big and too small to compete with either smartphones or tablets.
Now Apple's own Mini enters a growing small-tablet market dominated by Amazon.com Inc.'s Kindle Fire.
Apple is charging $329 and up for the Mini - a price that fits into the Apple product lineup between the latest iPod Touch ($299) and the iPad 2 ($399).
Company watchers had been expecting Apple to price the iPad Mini at $250 to $300 to compete with the Kindle Fire, which starts at $159.
Name your price: The iPad mini is way more expensive than the competitors, but is it worth it?
Name your price: The iPad mini is way more expensive than the competitors, but is it worth it?
Barnes & Noble Inc.'s Nook HD and Google Inc.'s Nexus 7 both start at $199.
'Apple had an opportunity to step on the throat of Amazon and and Google yet decided to rely on its brand and focus on margin,' said Bill Kreher, an analyst with brokerage Edward Jones.
Apple has sold more than 100 million iPads since April 2010. Analysts expect Apple to sell 5 million to 10 million iPad minis before the year is out.
Apple will start taking orders for the new model on Friday, said marketing chief Phil Schiller in San Jose. Wi-Fi-only models will ship on November 2.
Later, the company will add models capable of accessing 'LTE' wireless data networks.
When pre-orders start on Oct. 26, the iPad Mini will be competing for the attention of gadget shoppers with the release of Windows 8, Microsoft's new operating system.
The screen of the iPad Mini is 7.9 inches on the diagonal, making it larger than the 7-inch screens of the competitors.
It also sports two cameras, on the front and on the back, which the competitors don't.
The iPad mini is as thin as a pencil and weighs 0.68 pounds, half as much as the full-size iPad with its 9.7-inch screen, Schiller said.
The screen resolution is 1024 by 768 pixels, the same as the iPad 2 and a quarter of the resolution of the flagship iPad, which starts at $499.
The new model has better apps and is easier to use than competitors like Google's Nexus, said Avi Greengart, a consumer electronics analyst with Current Analysis.
'This really is not in the same category as some of the other 7-inch tablets,' he said. 'And that's before you consider that it has a premium design - it's made of metal that's extremely lightweight.'
Jobs attacked the whole idea of smaller tablets in his last appearance on a conference call with analysts in October 2010.
'The reason we wouldn't make a 7-inch tablet isn't because we don't want to hit a price point. It's because we don't think you can make a great tablet with a 7-inch screen,' Jobs said.
'The 7-inch tablets are tweeners, too big to compete with a smartphone and too small to compete with an iPad.'
Job's chief objection was that a smaller screen would make it hard to hit buttons on the screen with the fingers - never mind that Apple's iPhone, with an even smaller screen, was already a hit at the time.
Apple senior vice president Eddy Cue started working on changing Jobs' mind.
In an email sent to other Apple managers in January 2011, Cue said the CEO had started warming to the idea of a smaller tablet.
Apple's Phil Schiller reveals the iPad pricing for the US
Apple's Phil Schiller reveals the iPad pricing for the US
Company watchers have been expecting the iPad Mini for a year and most of the details, except the price, had leaked out.
Apple also said it's upgrading its full-size iPad, doubling the speed of the processor. Previously, the company has updated the iPad once a year.
The fourth-generation iPad will have a better camera and work on more 'LTE' wireless data networks around the world.
Apple is also replacing the 30-pin dock connector with the new, smaller "Lightning" connector introduced with the iPhone 5 a month ago.
The price of the new full-size model stays the same as the previous version, starting at $499 for a Wi-Fi-only version with 16 gigabytes of memory.