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Apple's latest iPad debuts in shops

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Apple's latest iPad debuts in shops

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Apple’s latest gadget has gone on sale as it tries to hold on to its dominant position in the increasingly heated tablet market.

The iPad Air – which is thinner, lighter and more powerful – has been released in 42 countries, including Britain, France, Germany and Italy in Europe, as well as the United States, China and Japan.

The stakes are high as Apple has been losing out to rivals.

In the three months to September its market share for tablet shipments worldwide was 29.6 percent, down from over 40 percent in the same period last year.

Samsung’s tablet share jumped from 12 percent to 20 percent.