Apple readies new iPads as tablet share plummets

Apple will unveil its new iPad and iPad Mini Tuesday at a time when rivals are eating away at its market share and falling prices are crimping margins. CEO Tim Cook is expected to show off a thinner 9.7-inch iPad and a 7.9-inch Mini with a sharper "retina" display. Apple's U.S. tablet market share has declined from 65% in 2011 to below 50% this year, and the company sold fewer iPads from April to June than it did a year ago as rivals have undercut Apple's prices. "It will become harder to sell to new customers where price is important, and Apple doesn't compete on price as much," said Forrester Research's Sarah Rotman Epps.

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