Bloomington, Minn. - Apple's new iPad Air is thinner, faster and lighter but comes as the three-year-old device is facing stiff competition.
"Samsung is starting to become huge," says Abby Schwerzler of Best Buy.
Schwezler estimates half of her customers come in to comparison shop, not knowing which device to buy.
"They want to see the latest and the greatest. Everybody hears a little bit about Apple, Samsung, Surface. They want to see them all. They want to compare."
At Mall of America the Apple Store is directly across from the Microsoft store, a physical example of just how heated the tablet battle has become.
Microsoft launched its Surface 2 tablet on the same day as the iPad Air launch. Nokia jumped into the market Tuesday as well with its Lumia 2520.
Once dominant Apple has seen it's market share drop from 60 percent one year ago to 32 percent in the most recent quarter according to estimates by market research firm IDC.
"I'll be looking at a lot of different tablets and doing some comparison shopping today," says shopper Ann Engstrum from Stillwater.
The iPhone user is considering switching brands for her tablet if she finds more bang for her buck.
"I'm so familiar with Apple but I tend to not want to go with Apple because it's so expensive."
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