Could it be the next front in Apple's "thermonuclear war" against Android? Just days before an event at which Google is expected to announce new Nexus tablets, Apple laid into its competitor, mocking the devices at its iPad Mini unveiling today in San Jose, California.
Apple's Phil Schiller compares the iPad Mini to the Nexus 7 tablet.
Phil Schiller, Apple's senior vice president for marketing, devoted several minutes of the event to make unflattering comparisons between the Nexus 7 tablet and the new iPad Mini. He started by criticising the Nexus' build quality, saying that its plastic back paled in comparison to the aluminum design of the Mini.
From there, he took aim at the Nexus' display, noting that the Mini's screen has 29.6 inches of screen space, compared with 21.9 inches for the Nexus tablet.
"There is a gigantic difference," he said.
In a demonstration, he pulled up the website of the Guggenheim museum and showed how much of the site could be seen on the two tablets. In portrait mode, the Mini's display showed 49 per cent more than the Nexus; in landscape mode, it showed 67 percent more.
The other big criticism Schiller had for the Android tablet, predictably, was the availability of tablet applications. He blasted Android tablet apps as being "scaled-up phone experiences", and said that they could not compare with the 275,000 apps written for the iPad.
One thing Schiller couldn't mock: the Nexus' price. It starts at AU$249, compared with AU$369 for the iPad Mini, and with new models on the way, the price of the Nexus could become even cheaper.