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Did Steve Jobs Pick the Wrong Tablet Size?
An anonymous reader writes "During the 2010 Christmas shopping season, Steve Jobs famously dissed the 7-inch tablets being rolled out by competitors, including Samsung's Galaxy, as being 'tweeners: too big to compete with a smartphone and too small to compete with the [9.7-inch diagonal] iPad,' adding that 'the current crop of 7-inch tablets are going to be DOA — dead on arrival.' A year later Jobs was dead, and the iPad Mini, with a 7.9-inch diagonal screen, was rolled out under his successor Tim Cook in October, 2012. Looking at industry-wide tablet sales numbers for January 2013, which show that the iPad Mini surprisingly outsold its larger sibling by a substantial margin (as did 7-inch Android tablets from competitors), Motley Fool's Evan Niu thinks that the 7.9-inch form factor was the correct size all along, contrary to Jobs' pronouncements (which, of course, was partly marketing bluster — but he chose the larger size in the first place). Of course the Mini is cheaper, but not by much — $329 vs. $399 for the larger iPad, for the baseline model with WiFi only and 16GB storage. Had Apple introduced the iPad with the smaller size to begin with, Niu argues, competitors would have faced a much more difficult task grabbing market share. While the Mini is currently available only with 'Super VGA' resolution (1024x768), rumors are afloat that Minis with the Retina display (2048x1536) are close to production."
16KB storage: Apple is really screwing with the customer now.
Now there's two iPad sizes. And lots of sizes for Android tablets. A fair amount of choice for Win 8 too. Everyone's happy!
Glossy fine print magazines are horrible on anything less than a 9.7" retina display. The 10" is for the sofa. The smaller tablets are for everywhere else, so they have more usage scenarios. But I wouldn't give up the 10" form, as it is well suited to the sofa.
Perhaps it was also a better size to kickstart the market. Obviously not a phone, nor a netbook, nor a laptop.
The majority of people who have bought Android tablets did so because they do not like Apple rather than because they wanted something with a smaller screen. Additionally, it is easy to forget now, but when the iPad first came out it was widely criticized as being too similar to an iPod Touch. It was only after quite a bit of time that it seemed to start to be taken more seriously despite having a screen with less than half the area of a "real computer".
It strikes me as odd that "only" a year after Jobs' death, the smaller tablet was released. It seems to me that it would take significantly more time for an executive board to come to an agreement on a new product, then design it, build it, put it through testing, establish a supply chain, etc etc. Jobs knew it was on the design table well in advance of his demise. What the public sees is far different from what takes place inside a company like Apple.
What he did wrong is: pick one size and anoint it The One True Size. Different people want different sizes for different uses. (Right now, I hear a lot of requests for larger tablets).
Jobs' ability to choose and decide was a blessing and a curse: it keeps the company hacks in line and Jobs was usually right... but he was also sometimes wrong, and, above all, sometimes "picked a winner" when there was room for more than 1 device.
The Cloud - because you don't care if your apps and data are up in the air.
He was right - emphasis on "current crop". Despite announcing that they had shipped 2M Galaxy Tabs to stores in Jan 2011, they only managed to sell 1.4M by Q2 2012.
It was easier to make a decent small tablet later than it was earlier due to technology improvements. If the first iPad was 7.9" but otherwise used the same battery technology, you'd have seen a lot of people complaining about the battery life - the third generation iPad had a 70% greater capacity than its predecessor, and those improvements to the technology will have made a significant different to the utility of a smaller iPad.
That's 16GB storage, not 16KB.
Bogtha Bogtha Bogtha
Brand new $329 product sells faster than $499 product with minor spec bump! Film at 11! (Comparison with iPad 2 is silly - it is an old product which, has lower specs than the Mini, has the same number of pixels as the Mini, still costs $70 more and will probably be discontinued soon).
Meanwhile, the first generation of 7", 16:9 tablets of which his Steveness was speaking didn't exactly sell like hotcakes. The format has since been popularised by Amazon and Google offering extra cheap 7" tablets firmly aimed at media consumption (which they may be treating as loss-leaders).
Its also worth bearing in mind that the Mini isn't a 7" 16:9 tablet, its a 7.9" 4:3 tablet with the same number of pixels as the original iPad. That's a non-trivial difference especially when (e.g.) you want to type in landscape format.
In a survey of 100 programmers, 111111 thought that duck-typing was a good idea.
And that's why a lot of people choose to go straight to palliative care. They might extend their life by 6 months to a year, but the side affects of the treatments are so horrible and you're going to die anyway they'd rather choose the easy path.
When the 9.7" came out, people were mocking it as simply a "bigger iPod touch" with no market. This problem would only be amplified with a smaller, 7" form factor.
The 9.7" made it clear that it was in a market of it's own - it's not simply a slightly bigger phone, nor a netbook without the keyboard.
Considering the iPad's success, I think that it's pretty clear they got it right (with profits) either way.
Now, with Steve bashing the 7" screen factor - but OF COURSE! He's a salesman - naturally he'll work hard to tell you why his product is better, and why you shouldn't buy other alternatives.
Then again, there's some truth to his opinion: having had an iPad for 3 years and moving on to a 7", I felt like the tablet wasn't offering me enough screen estate to justify bringing it out all the time - my 5" smartphone could do everything just as well. Nevertheless, I acknowledge that for some people, a 7" tablet is sufficient for their purposes.
With the rise of 5.5" and larger smartphones though, I personally think 7" tablets are becoming a smaller market. If I want something bigger than my smartphone, I'd be looking for a 9" and bigger device, not a 7" one. The only thing 7" has going for me is the price.
Steve Jobs is FAMOUS for deriding products/features not currently delivered by his company, followed by releasing exactly those features some time later when the market is ready for HIM. (iPod with video, for example.) His strength of personality (and strong products) let him get away with it repeatedly, and few observers ever held him to task for it. The problem with the iPad Mini is that he wasn't around to push it through with his charisma. Clearly it was in the works before he died, and I doubt anything "in the works" would not be known to Jobs.
It's true, though. The Nexus 7 fits into the back pocket of a pair of Levi's 501s, though it's a little too long to be comfortable. It will also fit into the inside pocket of a lot of jackets, but it's a bit heavy to carry there.
Breakfast served all day!