iPad mini Huge Success Among New Apple Product Buyers
As Michael Corleone from The Godfather III famously observed: "Just when I thought that I was out, they pull me back in!"
Such an observation could also be made about the Apple/iOS ecosystem. As studies have previously confirmed, the Apple ecosystem is difficult to escape with its addictive products and intoxicating high-end culture. Needless to say, Apple loves nothing more than to rope in newbies. And that's probably why the company is so excited about the iPad mini.
According to the latest research, Apple's iPad mini is the first Apple product thousands of people have ever purchased. Morgan Stanley analyst Katy Huberty says that while iPad mini sales are cannibalizing a degree of regular-size iPad sales, the gains still far outweigh the losses. To make her argument, Huberty points to a new study showing that nearly half of all iPad mini buyers are new to the Apple ecosystem.
All told, 47% of iPad mini purchases are to new customers, she says, which is "only slightly lower than the 56% for the larger iPads, suggesting manageable cannibalization risk." What's more, Apple tablets of all sizes are hot commodities this holiday shopping season. "Tablets are the No. 1 gift idea in consumer electronics this year," Huberty adds, "edging out e-readers. Apple ranks highest among vendors at 38%, up from 34% last year."