iPad released to enthused buyers in U.K., Japan

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    A vendor is applauded by colleagues while holding an iPad before welcoming the first customers at the Paris Apple store as the iPad is released in Europe.

    - Miguel Medina/AFP/Getty Images

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    Customers try out Apple's new iPad on its launch in Berlin

    - Barbara Sax/AFP/Getty Images

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    iPad's first Parisian customer closes the sale at the Paris Apple store.

    - Miguel Medina/AFP/Getty Images

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    An Apple store customer in Berlin tries out the iPad's keyboard software.

    - Barbara Sax/AFP/Getty Images

Apple released the iPad outside of the U.S. today to enthusiastic fans in the U.K., Europe, Japan and beyond. Apple fans had much anticipated the tablet's debut after high U.S. demand caused delay of an international launch.

The long wait for the device plays into Apple's strategy, according to tech analyst Peter Buckley. The anticipation helps create a narrative around their products. "The really clever thing is that with each new line of products they bring out, they're preparing us for what they've got up their sleeves next," he says. "That's something Microsoft would never really do, because Microsoft has always been about Windows."

At Apple's flagship store in London, hundreds of tech enthusiasts were lined up at early hours, many of which were teenagers, says Marketplace's Stephen Beard. "The iPad is not something I need, but something I want," says one fan.

Apple recently made a splash as company stocks pulled ahead of Microsoft, but it may soon face stiff competition from the release of smaller tablets, including Dell's Streak. Some fans prefer smaller devices -- one boy shopping in London notes, "I wouldn't want to be seen carrying that on the bus. I'd feel an idiot, it's too big."

About the author

Stephen Beard is the London Bureau Chief, providing daily coverage of Europe’s business and economic developments for the entire Marketplace portfolio.


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