Mediaboss Marketing

Last updated on: October 23, 201311:15 IST

Apple Inc on Tuesday offered free upgrades for life on its operating system and business software, and unveiled thinner iPads and faster Mac computers ahead of a competitive holiday shopping season.

The debut of the one-pound iPad Air and MacBook Pro with sharper 'retina' display repeats a pattern of recent launches with improvements in existing lines rather than totally new products, and Apple shares fell 0.3 percent for the day.

Apple said upgrades to its Mac operating system and iWork software suite, which compete with Microsoft Corp's Excel, Word and other applications, will now be offered for all MacBooks and Mac computers.

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That brings Apple's model of free system software upgrades on phones and tablets to the computer market, where Apple is still the underdog to Microsoft's Windows.

Apple may be trying to safeguard its grip on mobile software as Microsoft revs up its Windows-powered Surface Pro, which runs applications, such as Word or Excel, that are the standard for business customers, analysts said.

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"We are turning the industry on its ear, but this is not why we're doing it," Apple Chief Executive Tim Cook told media and technology executives at San Francisco's Yerba Buena Center.

"We want our customers to have our latest software."

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Apple unveils THINNER iPads, faster Mac computers