The iPad mini was created and ready for launch in Fall/Holiday 2012. Initially there were rumors about whether the product existed and then when exactly it would be available for purchase. The iPad mini started to take orders among enormous holiday competition including the new Microsoft Surface, Samsung Tablet and even the iPad 4. Apple underestimated the demand for the Mini. Consumers viewed the product as much more superior than the Nook/Kindle and Apple was caught with a demand they could not supply.
Apple could have conducted more inital marketing research to determine what the potential market would be for a mini iPad. Apple loyalists scooped up the iPad and then the iPad mini to round out their technology collection.