The Wall Street Journal and
Bloomberg report that Apple is readying a smaller version of its popular iPad. Some have questioned whether an iPad Mini would confuse consumers or perhaps
"tarnish the brand". Former Apple CEO Steve Jobs, for example, was against the 7-inch tablet form-factor, calling it "dead on arrival."
On a 2010 earnings call, Jobs said, "One naturally thinks that a 7-inch screen would offer 70% of the benefits of a 10-inch screen. Unfortunately, this is far from the truth. ... The reason we
Consumers, however, have proven there is a market for 7-inch tablets, although the iPad continues to dominate the tablet space, with 68% of the market, according to IDC.Amazon's (AMZN - Get Report) Kindle Fire and Barnes & Noble's (BKS - Get Report) Nook are both 7-inch tablets, and Google's (GOOG) new Nexus tablet is also 7 inches. Microsoft's (MSFT - Get Report) new Surface tablet in contrast, is 10.6 inches, larger than the iPad.