Because we can….

Apple’s decision to charge $329 for the iPad mini is a bit surprising since its rivals are charging $199 for comparable tablets.
Phil Schiller, senior vice president of marketing, explained the price to

“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 … 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.”

In other words, we were crushing Amazon and Google when we charged twice as much for our tablet — $400 versus $200. Imagine what we’re going to do to them when we’re charging even less?

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