On Tuesday night Apple lifted its embargo on iPad Air at about 9 p.m. EST, according to an October 29 report in Apple Insider.
What’s an embargo?
An embargo is when a company, like Apple, gives journalists a sneak peak at a product or service—like the iPad Air—and in return, journalists agree to publicize their reviews at a time the company specifies. Just about every major company gives journalists new products under these embargo conditions. The embargo idea is a remnant of the print age when all the reviews about a play would appear at the same time.
Well, now that the Apple embargo on iPad Air has lifted, the first reviews about Apple’s new thinner, lighter successor to iPad 4, are appearing. The consensus is overwhelming positive with tech journalists and gadget bloggers praising Apple’s new iPad Air, for being a light, powerful tablet with long battery life. Here’s what some reviewers from around the web are saying:
Walt Mossberg of All Things D praises the battery life of iPad Air. He mentions that he gets 12 hours of battery life during HD video playback while multitasking.
One of the first to post his review after Apple lifted the iPad Air embargo on Tuesday night, Jim Dalrymple of The Loop focuses on how light and powerful the new iPad Air is. Apple shaved off 30 percent off the iPad Air predecessor’s weight and installed an A7 chip that gives the iPad Air desktop-compatible computing power and speed.
Damon Darlin of the New York Times notes that the iPad Air gives Apple the edge over other tablet makers because its competitors—notably, the Surface 2 and the Galaxy Note—are about the same price—and the iPad Air is thinner, lighter and more power than them. Darlin also points out that Apple frequently distributes free software updates, including completely new versions of iOS.
Darrell Etherington of TechCrunch says that he’s most impressed with the power the A7 chip brings to iPad Air—making it a delight to use the apps that Apple now includes free with new iOS 7 devices: “iWork” and “iPad”. Besides increasing productivity and creativity, he speculates that the A7’s speed may inspire consumers to select the larger iPad Air, than the soon-to-be released iPad mini with Retina display (even though it will also have the same chip).
The iPad Air hits Apple store shelves on Friday, at 8 a.m. Walmart, Best Buy and other retailers will also be selling the iPad Air starting Friday morning. Online sales of the iPad Air begin at 12:01 am PST (that’s 3:01 a.m. EST) on Friday morning.