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Apple discussed a 7 inch iPad among top executives, including Steve Jobs, as early as 2010

Posted By Ashraf On August 7, 2012 @ 10:24 AM In iOS | 2 Comments


The iPad [2] has been a huge success since it was introduced in 2010. In an attempt to carve out a similar but non-competing market, other manufacturers starting creating 7 inch tabs (primarily Samsung, [3] who can be credited with creating this niche, with Amazon [4] and Google [5] following suit later). Apple has yet to dive into this 7 inch tablet market although rumor has it a 7 inch iPad Mini [6] may be released later this year. As it turns out, Apple was internally discussing a 7 inch iPad as early as 2010 with a top executive strongly lobbying for it.

The following is an e-mail sent by Eddy Cue in January 2011, the head of Apple’s Internet software and services division:


As you can see, Cue e-mailed Tim Cook, Scott Forstall, and Phil Schiller (all top Apple executives; Tim Cook wasn’t CEO at the time) and extended his support for a 7 inch tablet. Not only that but Cue also forwarded a GigaOm article [8] to the trio which talks about why a 7 inch tablet is better than the iPad and informed them Steve Jobs seamed “receptive” to the idea of a smaller iPad. Of course Cue’s claim that Jobs may have supported the idea is in stark contrast to Jobs’ public outbursts against less-than-10-inch tablets but Steve Jobs was known to often flip-flop on ideas or purposefully mislead his competitors. (Note: The subject of Cue’s e-mail is “Why I Just Dumped the iPad (Hint: Size Matters)”. The subject is referring to the title of the GigaOm article; it is not saying Cue himself dumped the iPad.)

Perhaps the most interesting parts of the e-mail are

  • Cue states he talked to Jobs about a 7 inch iPad as early as Thanksgiving. Since the e-mail was sent in Jan 2011 that means Cue must have been referring to Thanksgiving 2010. In other words, Apple was thinking about a 7 inch iPad the same year the original 10 inch iPad was released.
  • Cue states he used a Samsung Galaxy, presumably Galaxy Tab 7.0. Not only does this tell us Apple doesn’t kill its employees for using non-Apple products but it may also hint at how Samsung inspired Apple as opposed to Samsung continually copying Apple [9], as Apple claims. On the other hand, the fact that Cue brought up the Samsung Galaxy reference may have made the 7 inch tablet idea dead on the spot seeing as Apple hates Samsung.

If rumors are correct, Cue may finally get his wish with the release of an iPad Mini [6] later this year. If rumors aren’t correct… well, then iPad will likely continue the 10 inch tablet market while competitors will be left to fight over the 7 inch market. So… who’s ready for an iPad Mini [6]? Let us know in the comments [10] below!

[via CNET [11]]

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URL to article: http://dottech.org/75486/apple-discussed-a-7-inch-ipad-among-top-executives-including-steve-jobs-as-early-as-2010/

URLs in this post:

[1] Image: http://dottech.org/wp-content/uploads/2012/08/2012-08-07_102029.png

[2] iPad: http://dottech.org/tag/ipad

[3] Samsung,: http://dottech.org/tag/samsung

[4] Amazon: http://dottech.org/tag/amazon

[5] Google: http://dottech.org/tag/google

[6] iPad Mini: http://dottech.org/tag/ipad-mini

[7] Image: http://dottech.org/wp-content/uploads/2012/08/2012-08-07_100545.png

[8] GigaOm article: http://gigaom.com/mobile/why-i-just-dumped-the-ipad-hint-size-matters/

[9] Samsung continually copying Apple: http://dottech.org/tag/apple-vs-samsung

[10] comments: #comments

[11] CNET: http://news.cnet.com/8301-13579_3-57486733-37/heres-apples-e-mail-thread-about-a-7-inch-ipad/

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