Apple Inc launched its new iPad Air in stores on Friday, Nov 1, 2013, with a new iPad Mini coming later this month, just as the company is facing more challenges to its supremacy in the tablet market that it helped to pioneer. For the first time, the initial launch included China and Japan. Apple is rolling out the iPad Air to a total of 42 countries on the initial launch, up from 34 countries in its last tablet launch.

Two customers try out an Apple iPad Air tablet PC at a home appliances store in Hangzhou city, East China's Zhejiang province, Nov 1, 2013. [Long Wei / Asianewsphoto]