Apple Needs a Revamped iPad Mini to Fend Off Microsoft's New Surface Go
It has now been nearly three full years since Apple (NASDAQ: AAPL) introduced the iPad Mini 4. Meanwhile, Microsoft (NASDAQ: MSFT) at long last announced the Surface Go earlier this month, starting at the same $399 price point. With a 10-inch display, Surface Go will actually compete with both the iPad Mini 4 as well as the 9.7-inch iPad ($329), but the latter has already been updated recently (March of this year). Apple does not officially disclose unit mix for any of its product segments, but the sustained drop in iPad ASP shows that the volume is concentrated at the low end. For reference, Apple's entire iPad portfolio spans $329 for an entry-level 9.7-inch iPad to $1,279 for a maxed-out 12.9-inch iPad Pro. If Microsoft is planning to address the affordable tablet market more aggressively, Apple needs to respond in kind to fend off its longtime rival.