Is the iPad Mini going to kill the other small tablets?
The current situation, of course, is very different from what it was about two and a half years ago. Back then, there were practically no tablets, that is consumer-friendly tablets. So when the iPad came out, it was pretty much all the tablet market there was. In late 2012, though, things stand a bit differently. The iPad is still the dominant player, controlling the majority of the market, but the rest is owned by a number of smaller, 7" tablets. It's safe to say that the iPad doesn't have competition in the 10" space, but the 7 inchers have carved a nice little niche for themselves, thanks to affordable products such as the Kindle Fire and Nexus 7. Could the iPad Mini disturb the status quo?
It should be crystal clear that the iPad Mini will not be "an affordable tablet". Apple has never produced cheap products, and there's no reason to think it'll start now. That's why we don't really think a $199 or even $249 price tag is very probable here. $299 also doesn't seem likely to us, but should be closer to the real thing. But as we've learned from the iPhone, the higher price can't really stop users from siding with Apple.
So, why would potential Nexus 7 or Kindle Fire HD customers want to side with the iPad Mini? Well, unlike phones, where the Android handsets have pretty much caught up to Apple, Android tablets are still far behind. There are not enough apps, or magazines or other content that could entertain users. Apple's iTunes, on the other hand, is home to a very rich content ecosystem. Because of this, there's much more stuff you can do with an iPad Mini, at least from consumer standpoint, than with an Android tablet, that the idea of getting the more expensive device suddenly starts to make sense.
When you think about it, this is one of the major reasons why the iPad is still so dominant. We're constantly hearing how it's being adopted in various areas like aviation, education, business and so on. That's all thanks to the advanced and easy to use software available for it. Meanwhile, Android tablets are still somewhat restricted to their built-in functionality like a web browser, video player and an e-book reader. Of course, there are a lot of apps and games that can be used on an Android tablet, but many of those apps don't look right on a tablet screen, and the rest of the content is quite limited. That's very important when we're dealing with such a consumer-oriented product like the tablet.
In our opinion, the iPad Mini will not repeat the tremendous success of the big iPad, but it will surely sell pretty well, making life for the other small tablets a whole lot harder. The 7" form-factor is quite different from the 10" one. Of course, many users who have bought a Kindle Fire or a Nexus 7 have done it because of the much lower price, but that's not the only reason. The 7" tablet is a different kind of animal - it's much more compact, lighter and easy to handle. Meanwhile, the user experience remains very good, as the screen isn't too small to make things uncomfortable to work with. All of this means that people will be willing to purchase an iPad Mini both because of its form factor and content.
The timing to launch the iPad Mini also seems spot on. It would be wise for Apple to launch this product before the competitive ecosystems have caught up, and if the rumors are to be believed, that's exactly what it's going to do. Still, the others will probably catch up sooner or later, so we wouldn't say that Google's Nexus line is going to die. Even Amazon's Kindle Fire might live to see another day, given Amazon's great retail reach, but the space left to the non-Apple 7 inchers will dwindle significantly, at least in the short term. With time, as Android continues to mature on the tablet front, the likes of Samsung and LG will surely be able to claim a piece of the pie, though Apple is likely to remain in the lead for a long time.
19. doejon (Posts: 360; Member since: 31 Jul 2012)
yes if it comes with the same maps as the iphone 5 hahah it will kill itself haha
go to hell apple
53. Non_Sequitur (Posts: 1111; Member since: 16 Mar 2012)
No, it wasn't. I wish people would grow up on here and stop bashing everything even touched by Apple.
20. SlimSoulja86 (Posts: 642; Member since: 03 Nov 2011)
I think people who are going to buy these mini iPads are people who already have iPads, or moving from iPad 2 to the mini. I think that's how it works in the Apple land. Cos more than 95% (from my own research) I found out that people Q'ing for the new iPhone, will be holding their iPhones, you won't find someone holding Galaxy S2 w8ing to get a new iPhone 5. Just saying that Apple products are bought by people that already have them.
And I doubt that Apple lovers bought Nexus 7 due to its size or the price, like Ray said, price doesn't really matter to Apple fans and to this day, you find people having an iPod touch, iPhone and iPod shuffle , and iPad, and u wonder what do u use an iPod touch for when you have an iPhone. All I'm saying is that people that will buy this tablet are people already using an iPad. I could be wrong
25. darkkjedii (Posts: 12643; Member since: 05 Feb 2011)
Whole other market bro. People who have iPads will wait for the new one next march. This one will tap the small tablet sector
49. jjjsong (Posts: 64; Member since: 27 Dec 2011)
lol I think I can answer (or provide a possible answer) to one of your questions since it came directly from a friend who owns both the iphone and ipod at the same time.
Reason for having both: "I would use my ipod to listen to music so I don't have to use up my iphone's battery life".
55. Peter98 (Posts: 119; Member since: 01 Aug 2012)
People who r holding Apple products like me. If we r going to change to Android (I mean buy 1 more handset) we will certainly get GoogleNexus devices.
21. -box- (Posts: 3878; Member since: 04 Jan 2012)
Windows 8 and the already-entrenched lower-budget devices. I doubt people want to spend almost $400-500 on a 7" tab when they can get larger sizes for the same (or less). Those that have the means for the larger tablets (9.7"+) would make their own choices but in the smaller platform, budgets take higher predominance
24. Nikolas.Oliver (banned) (Posts: 1574; Member since: 01 Jul 2012)
whatever price it is, it's still worthy enough to beat the s**t out of bb playbook (it's already failed)
57. Pings (Posts: 301; Member since: 19 Dec 2008)
Nope... Sorry iFans I know it's hard to understand what is beign said to you when Apple isn't telling you it. But, a few devices can not compet with an OS. Just the way it is sorry.
2. teerex42 (Posts: 168; Member since: 14 Jun 2012)
No chance..I'll take my nexus 7 thank you!!! Far superior!!! And wait until the other ones come out..Android all the way!!!
37. AndroidShiz (Posts: 145; Member since: 08 Nov 2011)
Word. The only thing I wish is that I had a 32 gb at least version. I've almost filled the 16 and actually had to delete some things. I love downloading videos and apps for travel. Its a consumption device and its stomach should be able to consume like an obese child.
40. Hammerfest (Posts: 370; Member since: 12 May 2012)
I may not have a Nexus 7, but ill still +1 to this..
Also I couldnt read past this point: "Android tablets are still far behind. There are not enough apps, or magazines or other content that could entertain users."
As someone who has owned an android tablet for quite some time... This speaks HEAVILY of NON-EXPERIANCE, I have over 8GB~ of installed Apps (games, polaris office, email, much much more), and at last $300 of magazines/movies/music (from the Android Market), not to mention a 64GB card full of MY OWN media not from the Android market (most of the 64GB is there, I just already own it, why buy a second time? the beauty of Android)...
The ignorance of the post baffles me, expecially since there have been quite a few apps that friends with iPad's have said "man I wish they had that for the iPad" and while a few apps on the iPad might have looked "interesting" to me, none of them where "wish they where on android".
66. jroc74 (Posts: 5192; Member since: 30 Dec 2010)
It wont if you count the Note and similar as a tablet. Any phone/tablet.....phablet.... would do just fine vs the iPad mini.
Android hardware and software keeps getting better as the months, years go by. Honeycomb, ICS is a good thing for tablets.
3. Hallucinator (Posts: 344; Member since: 24 May 2010)
Depends on the price point. If they charge between $199-$249 then they will do very well. Anything over $249 will hurt them. At least that's what I think.
65. jmoita2 (Posts: 930; Member since: 23 Dec 2011)
Knowing Apple, they will price at at least $299
4. PowTheBowl (Posts: 86; Member since: 19 Apr 2012)
Well, the iPad mini will have the same iOS layout as the 9.7" iPad, which in fact, will get boring (tbh) when used for a long time because of the lack of customization of iOS, and also it lacks Adobe Flash, which Android tablets have. But I think even if the iPad mini will sell more than $199, people would be willing to buy it.
I still prefer the Nexus 7 or the Kindle Fire HD than the iPad mini.
22. -box- (Posts: 3878; Member since: 04 Jan 2012)
I agree except for the Flash part. While, yes, ios lacks Flash support, Adobe isn't supporting mobile Flash anymore for any platform, and has conceded that to HTML5
5. Veigald (Posts: 240; Member since: 13 Jan 2012)
For the mass market, the iPad mini will likely be a huge hit. It's just a lot more user friendly than Android tablets, and the Apple name is an added attraction for many people.
I'm however much more interested in seeing what Windows8 will bring to the market... that's the only potential disruption in the tablet market at this point.
28. maxican16 (Posts: 364; Member since: 29 Sep 2011)
If by "a lot more user friendly than Android tablets" you mean "a simple app launcher", then I would agree.
"Is this the line for the apps?"
That said, if this tablet is at a new resolution, all the apps will need to be reoptimized for it.
61. nicholassss (Posts: 358; Member since: 10 May 2012)
+one for The Grey Pilgrim, you could say anything I agree or disagree with and I'll +1 for Gandalf.
35. snowgator (Posts: 3294; Member since: 19 Jan 2011)
Agreed, though price point is more important to Windows RT and Pro then is talked about. Especially RT. They need some good quality low cost options. Then we can see if Windows Tablets can be the hit they are hoping for.
iPad mini? Eh. It will be successful. But not a game changer.
6. sats.mine2k4 (banned) (Posts: 208; Member since: 10 Aug 2012)
No not if it comes out with the same crappy ios6....
7. ibap (Posts: 711; Member since: 09 Sep 2009)
For those insisting on iOS, it will be a no-brainer. For the rest of the population, not so much.
8. nicholassss (Posts: 358; Member since: 10 May 2012)
it'll destroy the small tablet market if its priced at to compete. I'd like to see it for $300 or even less but my guess is they'll advertise it as the first 7in tablet ever and sell it for $350 or $400 to start.
9. nicholassss (Posts: 358; Member since: 10 May 2012)
A story on the price point:
My boss was talking about how he wanted to get all his route managers ipads but he couldnt afford it, I showed him a few articles on the mini ipad. If its cheap enough he's going to spring for them. The nerd in me got so so excited.
but i also told him we could get the same functionality out of nexus 7s or some second hand motorola xooms for even less.
27. ibap (Posts: 711; Member since: 09 Sep 2009)
To some people, iPhone is synonymous with smartphone. The use of iPad has the same issue. Did your boss understand that there are tablets other than iPads before you told him about 7s and xooms? :-)
62. nicholassss (Posts: 358; Member since: 10 May 2012)
He was aware but it took my nerddom to convince him they were worth looking in to. He's kind of a cheapskate, So i was surprised his first though was apple.
10. PermanentHiatus (Posts: 267; Member since: 22 Jun 2012)
$350 will possibly be the price point since the iPod Touch is already $300.
Apple dominated last year with 82% of the tablet sales, but now it's down to just 52%. How quickly things change.
36. PhenomFaz (Posts: 1104; Member since: 26 Sep 2012)
Can someone help me find my way? I think I got lost...and entered the 'joke of the day' segment on PA :)
The only thing Apple iPad mini is good for killing are rats in the basement...whoa wait no one has rats in their basement anymore...ah well I guess its gonna end up being good for nothing then :)
11. rusticguy (Posts: 2828; Member since: 11 Aug 2012)
Don't think so except for users who want to show off the apple tattoo ... more than use the device.
12. Peter27 (Posts: 233; Member since: 13 Jul 2012)
apps, apps, apps all I hear about is apps.
yes when I bought first tablet and phone I was going trough lot if apps but later you know what you really need and settle down. at the moment I use like 5 apps which you find anywhere - NotePad, calendar etc. the games always kept me entertained for 5 mins do I stopped checking any new ones.
all I use tablet now is to browse internet so I don't care if there is 1 million apps of the same thing.
if you buying iPad only because of apps then you are probably still child who is going to spend his time downloading apps.
if you are grown up you know what you need it for and I guarantee you find dame apps in Android, even Windows
15. Peter27 (Posts: 233; Member since: 13 Jul 2012)
in fact I don't need a single app.
just give me chrome like tablet that will load me straight into superfast browser that supports flash and all and I will be happy. therefore I think apps have no future on tablets as you can view full size webpages-it just needs to be faster like on a laptop.
13. theoak (Posts: 322; Member since: 16 Nov 2011)
It will be interesting how they price it.
With the iPad Touch ... and the WiFi version of the "new" iPad ... and the iPad 2 ...
My bet is that they will price it the same as the iPad 2, except the mini will have LTE.
I have to agree that it will be a huge hit.
14. wendygarett (unregistered)
nice article Ray... And please give me the iPad already :D
16. protozeloz (Posts: 5381; Member since: 16 Sep 2010)
you missed an important factor Ray, what if apps and content from an iPad could not be used on the iPad Mini? for example is the iPhone 5 which is taller had 0 non apple apps that are compatible with the new screen, same will occur with the iPad Mini, It will probably have 0 apps at all yeah It will have the other content but it will lack apps, android on the other side was built so apps work anyways... and tablet apps will adapt to the screen too.... bu thats my opinion, maybe they create a method to have apps work, but this does not ensure they will work well
29. maxican16 (Posts: 364; Member since: 29 Sep 2011)
No you are correct IF the mini has a new resolution. If the resolution is unique from other ios products, all the apps will need to be recoded for this new resolution. apple really dropped the ball there. On top of that, this responsibility is shirked onto the shoulders of the devs, as apple will do nothing to recode the apps to fit. My guess is because of this, they will use a resolution that is not unique. If they don't... big mistake.
44. protozeloz (Posts: 5381; Member since: 16 Sep 2010)
the claimed resolution is not a used one if im not mistaken as its fit to make it retina
51. maxican16 (Posts: 364; Member since: 29 Sep 2011)
Ouch. If I had to repay for each app on my new idevice just because it's recoded to fit each resolution, I'd be PISSED. 95% of the time, if I buy an app in the play store, I can install the same app on any one of my devices and it will automagically rescale.
I feel sorry for people buying into the apple ecosystem. Imagine paying for a navigation app... before ios6 and its weak attempt, this was necessary to have turn-by-turn navigation on your phone. I know because my friend paid $60 for his!! smh.
17. mukrenol (Posts: 90; Member since: 03 Sep 2011)
not really.. most already got some sort of a tablet
and the apple mini pad is still too wide to hold in one hand
as as some said... it's not likely be place the price point at $249 but more likely at $350
as far as brainwashing goes... 249 will be way too cheap for apple product which means it's 'cheap' and not 'fancy' or 'upper class'
30. maxican16 (Posts: 364; Member since: 29 Sep 2011)
Never thought about trying to hold it with one hand. Great point.
18. angelesmec (unregistered)
Depending on your platform preference.. Android or iOS..
23. Aeires (unregistered)
Nope, but for the first time, Apple will be competing against Apple. Honestly, why buy this when for just a smaller amount more you can get the full sized. We all know Apple isn't going to price range it in the Nexus 7/Kindle Fire range.
31. maxican16 (Posts: 364; Member since: 29 Sep 2011)
Agreed. I could be wrong, but I don't see this as a huge success. Where it gains, the ipads will lose. Amazon is just too powerful in this space, with Google a distant second.
33. gallitoking (Posts: 4690; Member since: 17 May 2011)
please stop it with the ipad mini killing the small tablets.. there are no other small tablets ok..
46. protozeloz (Posts: 5381; Member since: 16 Sep 2010)
well down to 52% I kinda see there is a 48% of "smaller tablets" selling which is a huge change from last year "dominating" market and without t counting Nexus 7 or kindle so my bet would be around 50- for apple counting those on the Mix... No wonder they want to rush an iPad mini to the Mix in order to avoid being Second place on tablets by the end of 2012
63. InspectorGadget80 (Posts: 6737; Member since: 26 Mar 2011)
and please stop repeating yourself. just let people buy what they want and STOP BEING SO ANTI ANDROID
39. KaiTech (Posts: 20; Member since: 20 Mar 2012)
What you forget to take under consideration is the iPod.
Apple can't price it low, because it will cannibalize iPod sales even further.
I'll make a bet it will run at $299+
41. downphoenix (Posts: 2416; Member since: 19 Jun 2010)
2 models, one at $299 for 8GB and $349 for 16GB.
42. jibraihimi (Posts: 695; Member since: 29 Nov 2011)
I think ipad mini will only be able to kill 'iPod touch', because it's basically a bigger 'ipod touch', and users of iPod touch will surely want to upgrade from small size to bigger size, so that they can get the use of two device from one.........................
45. bonsly16 (Posts: 57; Member since: 23 Oct 2011)
Realistically speaking, I see this being a huge sucess, specifically to the masses who can't afford a $600 iPad. Regardless of the fact that there are far better and more superior tablets out there with a better pricepoint, people are just oblivious to the truth as those tablets aren't able to penetrate the media and the consumer's awareness as much as the iPad. Sadly, most people I know are unaware that there are tablets you can buy without having an Apple logo on the back.
47. XPERIA-KNIGHT (unregistered)
"Well, unlike phones, where the Android handsets have pretty much caught up to Apple, Android tablets are still far behind. There are not enough apps, or magazines or other content that could entertain users. Apple's iTunes, on the other hand, is home to a very rich content ecosystem. Because of this, there's much more stuff you can do with an iPad Mini, at least from consumer standpoint, than with an Android tablet, that the idea of getting the more expensive device suddenly starts to make sense."
really?? wow is he being serious? So you mean to tell me the nexus seven isnt more entertaining than the same old restricted ipad?? not enough apps? that sounds like the typical ifan response my friend there are more than enough apps in the google play store and being that the nexus 7 is tegra based, that means it will have THE BEST gaming apps available! Sorry but this article is biased towards apple ..........yet again
48. jbryant624 (Posts: 12; Member since: 01 Oct 2012)
it will all boil down to the price, the apps and the service that ipad mini can bring. see why amazon has succeeded when others have failed before? 2 out of 3, price ($199) and service(amazon appstore)
50. bossmt_2 (Posts: 437; Member since: 13 Oct 2009)
Depends on pricing point. If it's 399 then I think nothing happens. If it's 249 then yeah it's got a good shot. Still think people will go for less expensive android devices.
Also I don't get the myth that Android tabs don't have apps. They do it's just that certain apps look better on certain screens. One of the things implemented in the past is the ability for an app to work on any size screen with the SDK they released for ICS (IIRC). And who's to say the iPad mini won't have the same issues where apps don't look as good? I'm hard pressed to find an app I use on my Galaxy Nexus that I can't use on my Xoom.