It’s from the first few minutes of Apple Store UK coming back online after the event. Look at the iPad section and ‘from’ price. At the time, and still today, iPad pricing starts at £329 for the iPad 2. I think the screenshot shows the price that Apple at least at the time was thinking for the yet-to-be-announced iPad Air. £249.
(For the record, you can download the screenshot that was taken on my iPad, here. That’s the untouched, RAW file downloaded using Image Capture.)
Couple of things. First, how could Apple accidentally update the iPad ‘from’ price to a wrong one? It’s probably because they at some point might have planned on announcing the iPad Air in September and this price got stuck on one the website content templates that were consequently activated on the 12th September. Easy mistake to make.
But £249? Isn’t that more than what Google is selling the Nexus 7 for and what Kindle Fire costs? Yes it is and it doesn’t matter.
When has Apple ever intentionally competed on price? Never. After the original iPad came out, other tablet makers were unable to either match Apple’s spec or the price. The iPad was, and still is, unbeatably cheaper but I don’t think this is what they are going for; the price is a side product of an immaculate design and perhaps more importantly, the amazing scale they’re made at.
iPad Air isn’t trying to get into the sub-£200 game but it will establish what consumers are to expect from a sub-8 inch tablet.