Last Thursday, Apple completed its first round of reservation for its new iPad in China. The company’s new anti-scalping system is meant to keep excited crowds and product scalpers at bay. This is similar to what they did when the iPad maker released its iPhone 4S in the country last January.
With the new reservation system, customers are prompted to reserve their third-generation tablet online from 9 a.m. to noon. After that, they will be assigned in-store pick up the next day.
Apple informed the public about its new reservation system in press release last July 19, although it is unknown whether the people got the message. It appears that some customers were confused with the new system, while others were not aware of the new approach.
Adopting Anti-scalping Measures
Prior to this, Apple ran into trouble while launching its iPhone 4S, which caused for a premature stoppage of the product release. Demand for iPad 2 and iPhone 4 were also high, to the point that the unruly crowd broke a glass door outside a Beijing store. In 2010, there were customers who bought several iPhone 4, and then sold to the public for a higher retail price.
Apple’s new system may reduce the in-foot traffic in retail stores, but it remains to be seen whether it could effectively sidestep the country’s thriving market.
Apple vs. Proview
The report of the new iPad’s availability in China today came after Apple settled its court suit against Proview Technologies.
Both companies reached a settlement, wherein the iPad maker paid the Chinese tech giant $60 million worth of settlement fee for the right to use the “iPad” label. Many believed that it is the reason why the Cupertino-based company hasn’t launched its tablet in China yet.
The ruling was issued last July 2 at the Guangdong High People’s Court, although Proview CEO Yang Rongshan doesn’t seem that happy with the settlement. The tech company originally wanted $400 million from Apple, saying that they’ve filed a bankruptcy protection in 2009. It was also reported that Proview owned over $400 million to a total of eight Chinese banks.
Nevertheless, the settlement fee has officially ended Apple’s court battle against Proview, giving the iPad maker the rights to use the disputed trademark. On the other hand, it is less likely for the company to release its 4G-enabled iPad in China. That’s because the tablet only supports LTE networks in the United States.