Apple stalls Mac mini 'test drive' promo

Apple has dropped a 30-day trial offer for its Mac mini after less than 12 hours.

The promotion - "Mac mini Test Drive" - offered a 30-day money back guarantee, and was only available through Apple's online store. It was launched on Wednesday in the US but by Thursday morning UK time Apple's site no longer showed the promotion.

Apple UK refused to comment on the promotion.

Apple's site had stated that: "We're so confident you'll love your new Mac mini, we'll let you test-drive it for 30 days with no risk. If you decide you don't want it, we'll take it back."

The rapid retraction of the offer prompted plenty of speculation online amongst bloggers and the Mac community. One Apple fan speculated: "This couldn't have been a promo which was initiated lightly. It had to have been approved by Steve himself. But was it too successful? Did more people try it than imagined? After all, any machines returned would have to be resold refurbished through [other] channels."

Some bloggers also suggested that Apple could have sold out of Mac minis quicker than anticipated.

The promotion may have been launched because Apple is not happy with the pace of Mac mini sales, according to technology analyst Roger Kay.

"I think the issue now is that growth may have stalled, and a campaign like this may be designed to reinvigorate it," said Kay.

Apple introduced the mini in January 2005. The product, which does not come with a keyboard, mouse or monitor, was hailed at the time as a major move into mass-market desktop computers.

Many viewed the introduction of the Mac mini as a shrewd way to profit from the huge success of the iPod. To some degree, it appears to be working. Apple's global share of the desktop computer market hit 2.1 per cent in the second quarter of 2005, nearly double its share a year ago, according to Kay.

CNET News.com's Alorie Gilbert contributed to this report

Tom Espiner writes for ZDNet UK