TOKYO, Nov 1: For one Japanese man, being at the front of a Tokyo queue as the new iPad debuted Friday was his way of saying “thank you” to Apple after a year that turned his life around.

Takaaki Sasaki, who designed an app that became a hit in Japan, was one of hundreds who poured into Apple's flagship store in the glitzy Ginza district as the doors opened on the latest tablet offering from the sector's agenda-setter.

The launch had little of the razzmatazz of previous iPads or iPhones, with potential customers perhaps swayed by a critical reception that was largely positive but dominated by the theme that the iPad Air was no game-changer.

The worldwide rollout kicked off Down Under, with Apple in Australia saying there were queues outside its stores when the doors opened, with several hundred people reportedly lining up outside its flagship Sydney outlet.

At the sprawling, three-storey Apple shop in downtown Beijing — the largest Apple store in Asia — each customer was greeted with cheers and applause from around 25 employees in bright blue shirts, with another dozen workers standing ready to give a second round of applause at the cash registers downstairs.

In Singapore, Edmond Ong, a spokesman for retailer Epicentre, said sales were muted compared with last year's iPad launch.

“We are not too worried as we still see a steady stream of customers coming in to get the iPad this morning,” he said.

The Air is jostling for buyers' attention against a burgeoning array of competitor tablets, even as the marketplace explodes.

The new iPad Air is thinner than the version it replaces, weighs around 450 grammes (one pound), and is “screaming fast,” Apple vice president Phil Schiller said at the unveiling in San Francisco on October 23.—AFP