“The seven-inch tablets are tweeners: too big to compete with a smartphone, and too small to compete with an iPad.”
- February 24, 1955 – October 5, 2011
- American
- Entrepreneur, businessman, industrial designer
- He brought to the world revolutionary products that combined technology and design at a high level, such as the personal computer Macintosh, iPhone, and iPad, and also revolutionized the music industry with the iPod, iTunes, and iTunes Store.
Quote
“The seven-inch tablets are tweeners: too big to compete with a smartphone, and too small to compete with an iPad.”
Explanation
In this quote, Steve Jobs critiques the seven-inch tablet market by describing these devices as “tweeners”—devices that fall in between two categories and fail to excel at either. Jobs points out that seven-inch tablets are too large to be as portable and convenient as a smartphone, yet too small to offer the same functionality and user experience as an iPad. This observation reflects Apple’s strategy of creating products that are clearly defined and offer a distinctive experience tailored to a specific use case.
Jobs’ view on the seven-inch tablet illustrates Apple’s commitment to creating products that serve a clear purpose. While competitors in the tablet market were experimenting with smaller sizes, Apple stuck with a larger screen for the iPad, believing that a bigger device would better serve the needs of users who wanted a more robust experience, such as for reading, watching media, or productivity tasks. The iPad’s 9.7-inch screen offered a balanced size, providing ample space for tasks without feeling cumbersome.
This perspective is still relevant today. The tablet market has evolved, and while smaller tablets like the seven-inch models may still have their place, the iPad’s dominant position reflects the idea that user experience and clear differentiation in product categories are key to success. By sticking to a size that offered a compelling balance, Apple maintained its edge and set the standard for what a tablet should be, avoiding the trap of creating a product that was neither here nor there.
