The new iPads, Macs, and OS X Yosemite, Apple Pay, and iOS 8.1 are expected. Also expected is Apple’s uncanny ability to make this year’s product just enough better and more desirable that customers who just bought last year’s product happy to give it away as a hand-me-down or sell it, and with full justification for buying the latest and greatest.
Brian White of Cantor Fitzgerald:
In our view, the iPad makes an excellent gift and yesterday’s refresh with the iPad Air 2 and iPad mini 3 that includes the addition of a third color (i.e., gold) and Touch ID, bodes well for demand this holiday season. We also expect these new gold iPads to be met with strong demand during the Chinese New Year in early 2015. Although Apple may not have surprised the market with the products that were announced yesterday, we believe the thinness of the iPad Air 2 was a major surprise given that Apple had already reduced the thickness of the original iPad Air by 20% compared to the prior iPad iteration. During the hands-on session, we took the iPad Air 2 for a test drive, and we found the device to be “insanely” thin
Translation: Apple did it again.