The iPad mini is the latest of a string of Apple product launches and business decisions which may dampen its previously unassailable trajectory.

1. Beginning of the
End
Dr. Augustine Fou
November 12, 2012.

2. Clutter of Too Much Choice
-2-
…and overlapping price points
Augustine Fou

3. The wrong comparison …
… cannibalizes its own sibling
-3- Augustine Fou

4. It’s worse ….
$199 $199 $329
… but still costs way more.
-4- Augustine Fou

5. Initial Reactions …
Source: LA Times Nov 2012
“Lines For Apple's iPad Source: Business Insider, Nov 2, 2012
Mini Are Surprisingly Short”
“Apple said Monday that it sold 3
million iPads since Friday's debut .. but Source: CNN Money Nov 5, 2012
did not break out Mini sales figures.”
… are not looking good.
-5- Augustine Fou

6. AAPL stock has also…
-14% since iPad Mini debut
… been punished.
-6- Augustine Fou

7. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on product
innovation and marketing,
using data and insights derived
from digital channels.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
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November 12, 2012 7
acfou@mktsci.com