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Last year, Apple introduced the iPad, a tablet computer built on the same iOS
foundation as iPhone and iPod Touch. It was Apple's first really new product since
the iPhone upset the mobile phone industry's status quo in 2007, and within months
nearly every other smartphone maker was announcing touchscreen phones. A year
after the iPad debut, we've now seen dozens of competing tablets announced, and
a few of them have actually shipped.

When Apple introduced the iPad, it focused on the idea that, although the iPad was
personal and pleasurable, it was not a toy. Productivity apps had t op billing ³
Pages for word processing, Numbers for spreadsheeting, and Keynote for
presentations. iTunes and games had their place as part of the ecosystem, too, of
course, but Apple demonstrated that the iPad was a familiar, understandable
product occupying a viable niche between pocket devices like the iPhone and
iPod Touch and personal computers that are essentially desktop systems, no matter
how compact they become.

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The new iPad 2 is, typically for Apple, lighter, slimmer and faster than its pr edecessor.
In an object as thin as the iPad, you can feel the difference a few millimeters makes
in thickness. The iPad 2 also brings a new white color option (the original was only
available in black), along with a variety of brightly -colored Apple ´Smart Coversµ
(an extra-cost option).

The hardware inside gets an update too. Apple's A4 CPU has been replaced by the
A5, a dual-core processor, with double the memory ² memory that is now twice as
fast as before. Graphics get an even bigger upgrade, with Apple claiming 3D
graphics nine times faster than the original iPad's, which should be great for games.
 
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Factors affecting pricing of iPad are:

‡ Company s goals and objectives are to maintain the market share of iPad and to
survive in the market. So company shifts its prices to increase sales and maintain its
market position.
‡ The up and down in the price of the iPad is due to therecompetitors price strategy.
‡ arket and demand of iPad has a stiff competition now a days due to many
competitors competing along with iPad for example otorola Xoom, Blackberry
PlayBook and HP TouchPad .
‡ Competitor s price strategy also affects the price and promo tional strategy of the
Company, but iPad holds quite good share in the market competitors may have the
effect on the pricing strategy but normal extent.

For example price for iPad in USA is starting at $4 which is affordable for the
consumers. eanwhile in alaysia, it would be around R ,  with Wi -Fi only.

iPad 2 with Wi -Fi iPad 2 with Wi-Fi 3G

‡ $4 : GB (R , ) ‡ $ 2: GB (R ,5 )
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‡ $5 : 32GB (R ,4 ) ‡ $72: 32GB (R , )
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‡ $: 4GB (R ,7 ) ‡ $ 2: 4GB (R 2, )

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Few good or services, no matter how well developed, priced or distributed, cannot
survive in the marketplace without effective promotion which is a communication
by marketers that informs, persuades and reminds pote ntial buyers of a product in
order to influence their opinion. Promotional strategy is a plan of optimal use of the
elements of promotions that is used by Apple to promote iPad 2. The main function
of Apple promotional strategy is to convince target custom ers that their products
and services offered provide a differential advantage over the competition. A
differential advantage is a set of unique features of a company and its product that
are perceived by the target market as significant and superior to the competition.
Such features can include high product quality, lo w prices, excellent service or
features not offered by other competitor.

Apple carries their promotional effort t hrough mass media such as television,
newspaper and etc. With the increasing fragmentation of mass media choices,
Apple also sending their advertisements to consumer in many new and innovative
ways, such as with interactive video technology located in departmental stores and
supermarkets and through Internet Web. oreover, rebates promotion is in its way.