Mediaboss Marketing

Published: Wednesday, 23 Oct 2013 | 11:02 AM ET

Apple's 'Free' strategy takes on Microsoft

CNBC's Josh Lipton talks to Jill Duffy, PCMag.com, about Apple's decision to give its software away for free and how it's likely to impact Microsoft.

You may be able to get more of Apple's software for free, but you'll still have to pay a pretty penny for its hardware.

(Read more: Live blog: Apple reveals new iPad Air, iPad Mini )

At a media event Tuesday, the tech giant showed off its latest line of iPadsthe new iPad Air and the iPad Miniboth of which sport some significant upgrades.

Getty Images

Apple CEO Tim Cook presents the new iPad Air at an event in San Francisco

And the devices weren't the only things to get a boost.

While pricing on the iPad Air remained the same as that of its predecessors, the iPad Mini, Apple's second-generation 7-inch tablet, is about $70 more than the first version, which started at $329.

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Apple is all about the hardware