SAN JOSE: Apple unveiled a smaller version of the iPad on Tuesday, venturing into the market for smaller tablet computers dominated by Amazon, Google, and Samsung.
"This is iPad mini," Apple's senior vice president for marketing Phil Schiller said as he displayed the new iPad at an Apple event in San Jose.
"This isn't just a shrunken down iPad," Schiller said. "It is an entirely new design."
The iPad mini's touchscreen measures 7.9 inches diagonally compared to 9.7 inches on the original iPad and starts at $329.
Apple also unveiled a fourth generation of the original iPad on Tuesday and the California-based company said it has sold over 100 million of the devices in two and a half years.
Apple set the tablet computer market ablaze with the first iPad in early 2010 and stuck with its 9.7-inch screen while rivals introduced lower-price tablets with screens closer to seven inches.
Amazon's seven-inch Kindle Fire proved popular last year, and a new version was launched last month.
Meanwhile, a Google Nexus 7 powered by Android software joined the Samsung Galaxy in the seven-inch tablet market.
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Apple has just ruined its own ipad tablet by bring this smaller on in... competing with its own brand... Steve must be rolling in his grave for what these people have done to the new iphone and now this... I guess Apple can now only play with the sizes like increasing the length of their product or reducing them.. No new products...
No longer is Apple the trend setter. Welcome to the party fanboys!
What's uncharted about the smaller tablet market? Amazon's kindle fire and the numerous android tablets have already etched out a good market share. Apple has made a u turn and has realised that that Amazon and google are on a winner.