Eddy Cue Worked to Convince Steve Jobs of Need for 7-Inch iPad in Early 2011

Back in October 2010, Steve Jobs appeared on an Apple earnings conference call to address the Android-based iPad competitors that were just then coming to the market. With the majority of those tablets carrying 7-inch displays, Jobs noted that the screens were only 45% as large as the iPad's and that Apple believed the iPad's 9.7-inch display was the minimum necessary for an acceptable user experience.

ipad mini mockup iphone
Mockup of 7.85-inch "iPad mini" next to an iPhone (courtesy of CiccareseDesign)

With rumors of an "iPad mini" having circulated since that time and now appearing to gain traction with more prominent sources beginning to point to a launch later this year, interest in the potential device has continued to build. Supporting the idea of a 7-inch tablet, Wired's Christina Bonnington notes that part of iOS software chief Scott Forstall's testimony in the Apple-Samsung patent trial has revealed that content chief Eddy Cue was pushing for a 7-inch iPad by January 2011.

In email, Eddy Cue wrote "I believe there will be a 7-inch market and we should do one." referring to a 7-inch iPad

CNBC's Jon Fortt reports that Steve Jobs was evenutally won over by arguments in favor of the smaller iPad.

Apple internal email shows Eddie Cue advocated in 1/11 for 7" iPad, said Steve Jobs seemed receptive most recent time

iMore, which has offered reliable information on a number of topics in recent months, claimed earlier this week that Apple's September 12 media event that has been all but confirmed by numerous mainstream media reports will see the introduction of both the next-generation iPhone and the iPad mini. Other reports have been less clear on the timing for an iPad mini launch, but many believe that it will launch in time for the holiday shopping season.

Update: CNET posts the full email sent by Cue to other senior executives at Apple:

Having used a Samsung Galaxy, I tend to agree with many of the comments below (except moving off the iPad). I believe there will be a 7" market and we should do one. I expressed this to Steve several times since Thanksgiving and he seemed very receptive the last time. I found email, books, facebook and video very compelling on a 7". Web browsing is definitely the weakest point, but still usable.

20120803-221426.jpg

Related Roundup: iPad mini
Buyer's Guide: iPad Mini (Buy Now)
Related Forum: iPad

Top Rated Comments

nfl46 Avatar
121 months ago
I miss Steve. :(

I always looked forward to his presentations. He used to have me so excited to purchase the next Apple product.
Score: 34 Votes (Like | Disagree)
its93rc Avatar
121 months ago
I can't imagine the 7" iPad being sold without that ruler on the right.
Score: 27 Votes (Like | Disagree)
D.T. Avatar
121 months ago
Eddy Cue also wanted to use baby seal skin for the rear cover.

Evil, evil man.
Score: 16 Votes (Like | Disagree)
GenesisJLS Avatar
121 months ago
$250 or bust
Score: 12 Votes (Like | Disagree)
Small White Car Avatar
121 months ago
It's important to remember that this "7 inch" iPad people are talking about is rumored to be closer to 8 inches.

The math I saw worked out to this smaller iPad having 40% more screen space than the current 7" Android tablets (http://thenextweb.com/apple/2012/07/10/a-conduit-for-content-how-an-ipad-mini-could-define-the-small-tablet-market/).

So worth remembering...when Steve said those 7" tablets were too small they could still have been planning something in between that and the current iPads.
Score: 10 Votes (Like | Disagree)
sjenkins49 Avatar
121 months ago
It's funny that everyone is saying Apple needs to build a 7" iPad to compete in the $199 to $299 market.

I keep thinking about something Jobs once said....

"What we want to do is deliver an increasing level of value to these customers, but there are some customers which we choose not to serve. We don't know how to make a $500 computer that's not a piece of junk; our DNA will not let us do that. We've seen great success by focusing on certain segments of the market and not trying to be everything to everybody, and you can expect us to stick with that winning strategy." - Steve Jobs

Remember this is a company that sales $2199 to $2799 base price laptops that they cannot keep in stock due to demand.

Why would they care about the $199 to $299 market?
Score: 9 Votes (Like | Disagree)

Related Stories

studio buds family

Beats Studio Buds Debuting Today With Active Noise Cancellation, Stemless Design, and More for $150

Monday June 14, 2021 8:00 am PDT by
We've seen a lot of teasers about the Beats Studio Buds over the past month since they first showed up in Apple's beta software updates, and today they're finally official. The Beats Studio Buds are available to order today in red, white, and black ahead of a June 24 ship date, and they're priced at $149.99. The Studio Buds are the first Beats-branded earbuds to truly compete with AirPods...
airtag in hand

Apple Enhancing AirTags Anti-Stalking Measures With Android App and Shorter Sound Intervals

Thursday June 3, 2021 11:10 am PDT by
Apple is enhancing AirTags security to prevent stalking using the Bluetooth devices, Apple told CNET today. Apple is already sending out over-the-air updates to AirTags that will shorten the amount of time before an unknown AirTag alerts you if it is in your possession. At the current time, AirTags play a sound after three days of being away from their owner. After the update, AirTags will...
maxresdefault

Here's How Apple's New iPhone to iPhone Data Migration Feature Works in iOS 12.4

Tuesday July 23, 2019 1:20 pm PDT by
Apple this week released iOS 12.4, the newest version of iOS 12 available for iPhones and iPads. One of the new features in iOS 12.4 is an updated data migration option that uses device to device transfers rather than relying on iCloud. Apple didn't provide much information on the new data migration feature, so we thought we'd check it out in our latest YouTube video. Subscribe to the ...
youtube apple tv

YouTube Discontinuing 3rd-Generation Apple TV App, AirPlay Still Available

Wednesday February 3, 2021 3:09 pm PST by
YouTube is planning to stop supporting its YouTube app on the third-generation Apple TV models, where YouTube has long been available as a channel option. A 9to5Mac reader received a message about the upcoming app discontinuation, which is set to take place in March.Starting early March, the YouTube app will no longer be available on Apple TV (3rd generation). You can still watch YouTube on...
macos catalina legacy system extension alert

Apple Begins Warning Users That 'Legacy System Extensions' Won't Work With a Future Version of macOS

Wednesday March 25, 2020 9:53 am PDT by
Apple has shared a new support document that indicates kernel extensions — which it calls "legacy system extensions" — will not be compatible with a future version of macOS because they "aren't as secure or reliable as modern alternatives."System extensions are a category of software that works in the background to extend the functionality of your Mac. Some apps install kernel extensions, which...
os x mountain lion macs 16x9 2

Apple Makes OS X Lion and Mountain Lion Free to Download

Wednesday June 30, 2021 12:19 pm PDT by
Apple recently dropped the $19.99 fee for OS X Lion and Mountain Lion, making the older Mac updates free to download, reports Macworld. Apple has kept OS X 10.7 Lion and OS X 10.8 Mountain Lion available for customers who have machines limited to the older software, but until recently, Apple was charging $19.99 to get download codes for the updates. As of last week, these updates no...
airtag precision finding

AirTag Includes U1 Chip for 'Precision Finding' Feature

Tuesday April 20, 2021 12:11 pm PDT by
Apple's long-awaited AirTag was finally unveiled today, and as expected, the small circle-shaped accessories can be attached to items like wallets, keys, and more to allow them to be tracked in the Find My app. As was rumored ahead of release, each AirTag is equipped with a U1 chip, and on devices that also have U1 chips, there's a Precision Finding feature. U1 Ultra Wideband chips are...
iOS 15 General Feature Yellow

Everything New in iOS 15 Beta 6: SharePlay Disabled, Safari Redesigned and More

Tuesday August 17, 2021 2:12 pm PDT by
Apple released the sixth beta of iOS 15 just a week after the fifth beta, but the new update brings some of the most significant tweaks that we've seen to iOS 15 during the beta testing period. Safari Redesign Apple in iOS 15 beta 6 has added a toggle to move the Safari address bar to the top of the interface, which returns Safari to an iOS 14-like design and mitigates all of the Safari...
m1 macbook air

Kuo: Mini-LED MacBook Air Coming in Mid-2022

Thursday July 22, 2021 7:48 pm PDT by
Apple will release a new version of the MacBook Air around the middle of 2022, Apple analyst Ming-Chi Kuo said today in note to investors seen by MacRumors. The upcoming MacBook Air will feature a 13.3-inch mini-LED display, which would make it the second Mac to gain mini-LED technology after the 2021 MacBook Pro, which is rumored to include a mini-LED display and is expected to launch later ...
2016 macbook pro flexgate b

Apple Faces Another Class-Action MacBook Pro ‘Flexgate’ Lawsuit

Thursday August 20, 2020 6:43 am PDT by
Another class-action complaint has been lodged against Apple, which claims that the company was aware of a MacBook Pro design flaw that caused some devices to have backlight display issues (via Apple Insider). The so-called "flexgate" problem was present in some MacBook Pro models manufactured between 2016 and 2017. The problem appears as dark patches along the bottom of the MacBook Pro's...