Warehouse: more parallel imported iPads on the way

UPDATE Wed, March 21, 2.30pm: New Zealand's largest retailer continues to thumb its nose at the world's largest gadget maker.

The Warehouse sold out of the new iPad, and a range of iPad 2s, within minutes today. Both models were parallel imported ahead of Apple's official, tightly-controlled launch this Friday.

Now, the budget retailer promises re-enforcements are on the way.

The Warehouse "is working hard to bring in additional stock, but it’s too soon to say exactly when this will be," a spokesman told NBR this afternoon. 

The company is an authorised iPod reseller, but has gone rogue with the iPad, for which it has no agreement with Apple.

Today's sale was rather ham-fisted in its execution, but many consumers will welcome the prospect of serious grey market competition to Apple's tightly-controlled official retailers - and the promise of some genuine price competition.

UPDATE Wed, March 21, 11.30am:  It appears there were at least 100 people willing to pay a premium to get the new iPad early [UPDATE: Readers say there was a last-minute price cut to $729; this morning the site still listed $799.]

Minutes after 11am, The Warehouse put a "sold" out sign on its new iPad sales page.

The retailer still has parallel imported iPad 2s on sale through its website for $579.

An accompanying messages says "save $200."

But given Apple reduced the price of the iPad 2 though its Apple Store to $579 last week, it's unclear how The Warehouse comes up with its $200 claim.

UPDATE Wed, March 21, 7am: Apple had no comment yesterday on The Warehouse's decision to jumpt the gun on the official iPad launch Friday. 

But the company has had the last laugh. Yesterday, The Warehouse set its price for the 16GB Wi-Fi iPad at $799 (with no mention of shipping costs).

Overnight, Apple released New Zealand priciing for the tablet, starting at $729 (with free shipping) forthe 16GB Wi-Fi model.

For those willing to wait until Friday, the official channel is looking the better bet.

If The Warehouse meant the episode as a publicity stunt for its newly-expanded website, NBR isn't sure that limited supply at a higher price is such a great message to send.

Warehouse to sell new iPad tomorrow - jumping gun on Apple

Tues, March 20: The Warehouse will sell Apple's new iPad from tomorrow, Wednesday March 21, at 11am.

Apple's official launch is this Friday, March 23, at 8am.

The US company is famously strict about when, and how, its gadgets can be sold - but The Warehouse is cheerfully ignoring the rules.

Warehouse general manager of marketing Jenni Ryan told NBR her company was an official distributor of Apple's iPod, and was "one of the bigger sellers" of the music player.

But it has no official agreement with Apple over the iPad.

Asked if she was worried about any fall-out with Apple over the decision to parallel import the tablet, Ms Ryan said "that's a conversation we'll have if and when it's needed."

The bad news, for consumers: the escapade seems closer to publicity stunt than a serious parallel importing effort.

Stock is limited to 100 iPads, sourced from an un-named US distributor. They are the 16GB wi-fi model and will sell for $799.

Sales will be through The Warehouse's website.

A spokesman for Apple's Australia-New Zealand office, in Sydney, said the company had no comment.