There's a story about how the other Apple executives pitched Jobs on iTunes for Windows. He said no. They said they were going to do it anyway. Jobs cursed, told them to do what they wanted, and they were responsible.
Similar with iPad mini.
That Steve Jobs, one of the biggest deciders in the history of personal technology was willing and able to let the people he hired and trusted make some of those decisions, even when he fiercely disagreed with them, is a leadership case study for another time.
For now, let's dig into where iPad mini is going next.
Watch the video above. Seriously. It's so much more fun than reading.
iPad mini Evolution
iPad mini has the shortest turn around of any iOS device ever, at least up until that time. Apple went from not making one to scheduling one to ship on a dime.
Luckily, the software teams discovered that the existing 9.7-inch iPad interface, shrunk down to 7.9-inches, with the density increasing from the iPad's 132 ppi to the iPhone's 163 ppi — remember, these were the days before Retina — kept it completely usable.
That wasn't the result of any careful, multi-year planning to re-use existing screen fabs or save on UI work, it was simply the karma of solid, practical past choices creating opportunities for smart, efficient future choices.
Combined with the next-generation, size-bezel-slimmed design language Jony Ive and the ID team had been working on, and the new Lightning port the platform technologies team had been developing, for the full-sized iPad, and the teams once again managed to do the impossible — turn around and ship the iPad mini in record time.
And, in 2012, it enjoyed a good amount of success, especially back in the days before big and bigger screen iPhones, Plus and now Max models that might as well be tiny tablets in their own rights. It pushed down iPad ASP — the average selling prices financial analysts often cite when commenting on market health in lieu of any deep product knowledge. But some customers really loved it.
In 2013, it went retina with iPad mini 2, in 2014, it got Touch ID with iPad mini 3, and in 2015 it finally got the laminated display and A8 processor… of the previous year's iPad Air 2. But without the benefit of any keynote time, other than a pricing slide.
Because iPad Pro had come, with a 12.9-inch display, Apple Pencil, and an average selling price that would make Wall Street beam a little again. At least for a while.
And, since then, nothing. Nothing and more nothing. Until now.
iPad mini 5 Rumors
There have been some off and on rumors about a new, updated iPad mini... pretty much since the last iPad mini shipped back in 2015. Some were wishful thinking. Others, perhaps, echoes of experiments attempted and shelved. Recently, however, the rumors have picked up again.
October 23, 2018, supply-chain exfiltrator extraordinaire, Kuo Ming-Chi, via MacRumors
Obviously, iPad mini 5 didn't launch alongside the newly redesigned iPad Pro last October, but that doesn't mean it isn't launching sometime in the near future.
December 20 2018, China Times rumored:
Yeah. I'll revisit those full sized iPad 2019 rumors in a future column.
January 8, 2019, a Mr. White on Twitter reservoir dogged up some photos of what they claimed was the new iPad mini:
January 17, 2019, the randomly accurate Digitimes, which previously said Apple was AirPorting the iPad mini, EOL, exercised some self retort:
So, what can be made of all that?
iPad mini 5 Potential
An iPad mini Pro has been the dream of many. Same size, just over an 8-inch size. The new, retro, squared-off design language, and all the state-of-the-art accessories, bells, and whistles Apple can pack in.
This… almost certainly won't be that. No matter how much I'd like to see what Apple and Logitech and others can do to make a really small Smart Keyboard a really useful reality.
Pretty much all the rumors point to the exact opposite — a low-cost iPhone 9.7-inch style 7.9-inch iPad mini.
If the leaks are accurate, the design looks like the most recent 9.7-inch iPad, including the antenna lines. It's possible that will be tweaked up, svelted up even, but probably not to the current iPad Pro style, not on a budget.
The display is one area where we might see some real regression. The iPad mini 4 got the iPad Air 2's laminated display. The last two 9.7-inch iPads lost that to keep costs down and it sounds like the new iPad mini will lose it as well and for the same reason.
At the very least, people will stop being confused about why the smaller iPad currently costs more than the smaller iPad…
The current iPads Pro — It's a the West Wing joke, relax about it — use Apple's latest-generation A12X systems-on-a-chip. The current iPad non-Pro uses the 2016 A10 non-X SoC. The current iPad mini 4 uses the 2014 A8 also non-X SoC.
So, obviously, there's a ton of room for improvement there. But, to keep costs down, we'll probably end up with quite a few pounds less than a ton. Worst case, the A10. Best case, the A11. The first would give Fusion level efficiency and performance cores. The second, a full-on neural engine.
Even if — and it's still a big if — Apple brings the neural engine to the iPad mini, it's tough to see them bringing Face ID along with it. Don't get me wrong, I want Face ID everywhere. Every iPad, every Mac. But it's currently still a premium feature and that doesn't fit with the rumored budget narrative here.
Last year's 9.7-inch iPad got Apple Pencil support. What was previously a niche, premium feature got taken out across the line and made accessible to a much wider audience. It'd be great to see Apple continue to push Pencil tech out to the new mini.
It may not be enough to satisfy those who want it on the iPhone as well, but it will make for the best small tablet drawing and note taking experience in the industry, and I would very much like that.
Inductive charging, water proofing, 3D Touch or haptic touch, OLED displays — none of those have come to iPad yet, so it's tough to see them coming to an entry-level iPad mini first. Especially when all of them are made more complicated by iPads size to begin with.
iPad mini 5 Timeline
So, when can we expect the new iPad mini, if we can expect it at all?
- iPad mini 1 was announced on October 23, 2012.
- iPad mini 2, on October 22, 2013
- iPad mini 3 ,on October 16, 2014 and
- iPad mini 4, on September 9, 2015
Since then, though, the non-Pro iPads have moved from fall to spring:
- iPad 5 was announced on March 21, 2017 and
- iPad 6 on March 27, 2018
At last year's education event.
Apple has held March events in 2011, 2012, 2015, 2016, and 2018. That's five out of the last eight years. If Apple holds one in 2019, and there's another new 9.7-inch iPad, that could be the best time to announce a new 7.9-inch iPad as well.
And the price — total guess — maybe $299 and even less for education?
It's possible iPad mini has set a course for the second star on the left, but it's also possible Apple is readying it for a relaunch. We'll have to wait and see.
Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.
I'm still confused: "At the very least, people will stop being confused about why the smaller iPad currently costs more than the smaller iPad…" Which one is the "smaller iPad"?
I think he meant the 9.7" iPad as being the smaller iPad (there are two sizes available bigger than that still 10.5 and 12.9) but the smaller 9.7" iPad is more expensive than the smaller iPad which is the mini. Personally, I feel if they release the iPad mini without significant improvements
and decreased screen quality that it would be a real smack to the face for those who waited 5 years to get the new one.
"That Steve Jobs, one of the biggest deciders in the history of personal technology was willing and able to let the people he hired and trusted make some of those decisions, even when he fiercely disagreed with them, is a leadership case study for another time." Nothing to study here; in spite of the cursing, he was simply wrong and they were totally right!
That's Rene for you. Never able to admit his Lord & Savior Steve Jobs was wrong and always trying to sugarcoat anything Apple.
Jobs was right about a lot of things though, including things that the majority disagreed with. It's not about who shouts the loudest.
You missed the point. They did iTunes for Windows and the iPad Mini. Jobs could have just shot them down wholesale. He didn't. He let his people run with ideas he was totally against. That's significant. There was a brilliance about the man when it came to guessing what people would want, and he was clearly a bear to work for, but he wasn't totally totalitarian.
I see the logic of the points made, but IMHO, if it doesn't have FaceID, I don't see the clear improvement over what I have now (iPad Mini 4). It needs to have those smaller bezels and FaceID, maybe pencil support, to be seen as an improvement. I personally am not hard over on cheaper. My wife and I dearly love our minis, and are waiting for the refresh/upgrade, but would also like to see improvements we've seen in other models, pencil, FaceID, smaller bezels. Without something like that, our 4s are fine. It would be sad if lack of clear advancements made the sales lower, possibly being seen as lack of interest in the form factor.
A new mini in the design of the iPad Pro with pencil support and LTE with lots of storage space would be ideal for me.
Please bear in mind that ipads have become the defacto device for electronic flight bags (EFBs) in aircraft cockpits and are used by most flight crews. This includes most militaries across the planet. The ipad mini has carved a niche as the go to EFB device for smaller cockpits, including in helicopters, where they are often attached to a kneepad strapped onto the pilot's leg. Not a job for a full size ipad. The aviation world has been keeping a close eye on Apple's intentions for the ipad mini...
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