With the holiday season coming up, Apple released the new ipad mini and ipad air. Performance shows to be top of the line. Changes made from the previous ipads are not significantly different. Some view Apple products to be luxury items. Thus, not many people are running to go get the latest ipad. Sales have not changed drastically because there have only been design improvements. However, the price is tremendously higher than the Kindle Fire. Consumers are still easing back into spending. Those that can afford it, buy it because of the name. Apple has built their brand and established their reputation to the people. Therefore, they are still seeing positive results. The iphone stay remains Apple’s key product and is heavily focused on because it produces half of the company’s revenue and profits.