Apple (AAPL) Throws Caution to the Wind with Upcoming iPad Mini Launch

October 8, 2012 8:54 AM EDT
Apple (Nasdaq: AAPL) is expecting nothing but the best for sales of its upcoming iPad mini tablet device and is putting in robust orders to fill that need.

According to the WSJ, component suppliers have said that Apple placed orders for about 10 million units for the new, smaller iPad for fourth quarter delivery. By comparison, (Nasdaq: AMZN) is said to have placed orders for about five million of its Kindle Fire media tablets.

Apple clearly doesn't think it needs to test the waters in the smaller tablet market; robust sales of Amazon's Kindle, Google's (Nasdaq: GOOG) Nexus, and Barnes & Noble's (NYSE: BKS) NOOK line indicate that consumer demand is still strong. Given the popularity of the original iPad, which boasts a screen size of 9.7-inches, that smaller 7.85-inch iPad mini should be able to grab a wad of market share rather quickly.

The only question is when the device will go on sale. Holiday shopping starts in November and Apple has scheduled its quarterly call on October 25th. Would Apple unveil a new device during a quarterly report for the first time ever?

Apple is down about 0.7 percent early Monday.

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