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Apple’s new iPads will be a hard sell

Apple unveiled its latest iPads Thursday, but they may not be exciting enough to boost flagging sales.

The iPad Air 2 (starting at $499) and iPad Mini 3 (starting at $399) are remarkably similar to the previous models. There are a number of new features: Both models have faster processors and improved cameras, Apple Pay for making mobile payments and “Touch ID” sensors that read the owner’s fingerprint in lieu of a password, something previously only available on the iPhone. The iPad Air 2 will have a “Burst Mode” which allows its camera to take rapid-fire photographs, but this feature was first introduced with the iPhone 5S. Apple’s full-sized 9.7-inch iPad Air is slimmer and will come in gold, in addition to silver/white and space gray/black models.

But those new elements are “really not enough to convince the average consumer to think that they need to buy them,” says Louis Ramirez, senior editor at “Without a significant price drop, the new features aren’t worth it.” Earlier this year, Apple reported third-quarter revenue of $37.4 billion — 53% of which was attributed to iPhone sales. iPad sales hit $5.9 billion in the latest quarter (accounting for 16% of sales), iMacs, iPods and iTunes, plus other accessories and services made up the rest. Apple sold 35.2 million iPhones in the quarter, up nearly 13% on the year, but iPad sales fell 9% to 13.3 million.

Analysts say the new tablets don’t have the “wow” factor. Do you agree?