Apple began selling a new iPad Mini on Tuesday without the usual fanfare - but that didn't stop more than 100 people queueing at Hong Kong's Causeway Bay store for their chance to grab one.
The US consumer electronics giant usually announces an availability date in advance, allowing loyal customers to line up at stores overnight to be among the first to buy one. This time, Apple quietly issued a news release on its immediate availability.
Supplies are limited. People had to order the devices online to pick them up at Apple’s retail stores.
This suggests Apple may be having problems producing enough iPad Minis. Apple chief executive Tim Cook acknowledged during a conference call two weeks ago that “it’s unclear whether we will have enough for the quarter or not”.
The new Mini is the first version of the smaller iPad to feature a high-resolution display that Apple calls Retina. It also includes a power-efficient A7 chip, along with faster wireless and expanded LTE cellular connectivity.
It’s available in the United States and several other markets, including Hong Kong, in silver or grey. Wi-fi-only models start at HK$3,088 for a 16-gigabyte model, while mobile-network-capable models start at HK$4,088.
More than 100 people were queuing up to get into the Apple Store in Causeway Bay before it opened at 10am on Wednesday. Online reservations opened in Hong Kong at 6am. By 10.20am the shop was sold out of the iPad Mini.
Video: Apple stores in Hong Kong open up for new iPad Mini pre-orders