October 22, 2013, 5:23 PM

With new iPads, Apple may cede market share to Android

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The new iPads come with Apple's recently released iOS 7 mobile operating system, which is vastly different from iOS 6. Consumers have been quick to install the new OS: 64% of Apple mobile devices in use now run iOS 7, Apple says.

"Marketers and retailers urgently need to update their Apple apps along with mobile ads and mobile web sites if they haven't already or they risk delivering a bad experience," Husson says. "It also means iOS is less fragmented than Android."

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