By soft releasing the iPad Mini Retina, Apple achieved three crucial things.
- Apple’s biggest fans got theirs first. Who knew about this first? The people who follow the Apple blogs and digerati. Judging by Twitter, this worked perfectly.
- The grey market queueing for the iPad Mini Retina was going to be immense. By going online the incredibly poor optics (the front of Apple lines, which attracts a lot of media, was full of people who were not fans but paid to be there) are mitigated.
- The last thing Apple wants is hundreds of customers turning up everyday to be dissappointed in a store which is meant to be a happy place — Apple does not want their stores to be associated with disappointment and frustration!