The news that the November release of the iPad Mini 2 could be delayed to next spring is a disaster for Apple.
The company is no longer making all the waves in the tablet market, despite its superior products.
Competition from Google, Samsung and even Microsoft means that the days of it being the lone innovator are long gone, and its market share dropped accordingly in the third quarter, while Android devices dominated.
On top of all that, the news that production of its latest offering is likely to be delayed until spring next year is a big blow to its prospects this Christmas.
The iPad Air is a lovely-looking device, but at £399 might prove too pricey for consumers who had their eyes on the Mini – RRP £319.
So the delay is going to cost Apple. Not just in terms of fourth quarter turnover, though. This is the perfect opportunity for its rivals to try and eat into Apple’s market share as voraciously as possible, and they’ll do their best to take it.
The best-positioned firm to take advantage is Google. Not only is it the new driving force in tablets but its Android operating system is relied upon by other devices at the lower end too, including Tesco and Argos, while its new Nexus 5 phone release increases the Google ecosystem, a huge plus for the company as well as consumers.
