Apple Inc. (NASDAQ:AAPL), despite reservations from late founder Steve Jobs, launched a miniature version of its highly popular iPad last month, and a recent report by a mobile data analytics firm gave some indications that the iPad Mini may have made a bigger splash in its first month than the most direct competitor, the Amazon.com Inc. (NASDAQ:AMZN) Kindle Fire in its first month a year ago.
Millennial Media measured mobile ad impressions on iPad mini devices during the month of November 2012 - the first full month of availability to consumers - and compared those numbers with those of the first month of the Kindle Fire (November 2011), and the numbers suggest a strong month of market saturation. While the Amazon.com Inc. (NASDAQ:AMZN) Kindle Fire posted a 19-percent daily growth rate in its number of ad impressions during its first month, the Apple Inc. (NASDAQ:AAPL) iPad Mini posted a 28-percent daily growth.
Millennial Media wrote in its report that the numbers seem to suggest that the iPad mini - which Jobs thought would take market share away from the iPad - may actually be working with the iPad to cut into the market share for MacBooks, driving up the potential tablet market for Apple Inc. (NASDAQ:AAPL) as well as other companies like Amazon.com Inc. (NASDAQ:AMZN) and Google Inc. (NASDAQ:GOOG). There seems to be affirmation that the Mini is serving a an "entry-level" tablet for consumers who want a quality tablet but perhaps can't afford the bigger, more expensive models. This seems to be the signal that rather than eating into the current iPad market, the Mini seems to be expanding the market of tablet customers.
And when it comes to Christmas, Apple Inc. (NASDAQ:AAPL) is apparently making quite an impression on the younger generations, as a recent survey of kids' Christmas wish lists indicate that more than 80 percent of American kids list an iPad and/or iPad Mini on their holiday wish lists, by far two of the most popular gift suggestions.
Expanding the marketplace for its devices is certainly something Apple Inc. (NASDAQ:AAPL) would embrace, and securing a better percentage of that expanded market would be a boon for the company as well as for investors like billionaire David Einhorn of Greenlight Capital.