Feel the iPad Mini pricing is just a little too steep for your wallet? It's not a feeling shared by Apple, with the Cupertino tech firm's marketing chief Phil Schiller defending the price of the diminutive tablet, saying that it makes buying an iPad "even more affordable".
Launched on Tuesday night at an eventful San Jose showcase from Apple, the 7.9 inch tablet starts a £269; roughly £100 more than seven inch tablet rivals the Google Nexus 7 and Amazon Kindle Fire HD, despite lacking the attractive Retina Display of its larger siblings.
Schiller however remains confident that the tablet offers good value for money, with the iPad Mini offering a premium user experience.
"Others have tried to make tablets smaller than the iPad and they've failed miserably," he stated during the presentation at the event.
"These are not great experiences."
As the cheapest iPad model in their growing range, Apple believe the iPad Mini will be as successful as its predecessors, says Schiller:
"The iPad is far and away the most successful product in its category. The most affordable product we've made so far was $399 and people were choosing that over those devices," he told Reuters.
"And now you can get a device that's even more affordable at $329 in this great new form, and I think a lot of customers are going to be very excited about that."