Survey: Consumers don’t want wannabes, they want real Apple iPads

15 years ago

AllThingsD’s John Paczkowski reports on a new Bernstein Research survey that states:

We find that consumers are not interested in form factors that deviate from the benchmark set by Apple. Few consumers, less than 15 percent prefer the 7″ screen size versus the 10″ screen of the iPad. Over 50 percent of respondents are firmly in favor of the 10″ screen, which leads us to conclude that the 7″ tablet models recently launched, like the Blackberry Playbook, are destined for failure. Consumer’s preference for the 10″ form factor explains the lukewarm response to Samsung’s 7″ Galaxy tablet and the rapid introduction of larger screen models in that series.

MacDailyNews Take: 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 screen measurements are diagonal, so that a 7-inch screen is only 45% as large as iPad’s 10-inch screen. You heard me right: Just 45% as large.

If you take an iPad an hold it upright in portrait view and draw an imaginary horizontal line halfway down the screen, the screens on these 7-inch tablets are a bit smaller than the bottom half of the ipad’s display. This size isn’t sufficient to create great tablet apps in our opinion. While one could increase the resolution of the display to make up for some of the difference, it is meaningless unless your tablet also includes sandpaper, so that the user can sand down their fingers to around one quarter of their present size.

Apple has done extensive user testing on tough interfaces over many years and we really understand this stuff. There are clear limits of how close you can physically place elements on a touchscreen before users cannot reliably tap, flick, or pinch them. This is one of the key reasons we think the 10-inch screen size is the minimum size required to create great tablet apps… The 7-inch tablets are tweeners. Too big to compete with a smartphone and too small to compete with an iPad.

These are among the reasons we think the current crop of 7-inch tablets are going to be DOA. Dead On Arrival. Their manufacturers will learn the painful lesson that their tablets are too small and increase the size next year, thereby abandoning both customers and developers who jumped on the 7-inch bandwagon with an orphaned product.

Sounds like lots of fun ahead. – Steve Jobs, October 18, 2010

Paczkowski reports, “Said Bernstein, ‘Fifty percent of respondents preferred Apple over all other brands. There is a remarkable degree of unanimity in consumer’s preferences for the iPad over competing products. … In the US, we find that Apple has more than double the brand appeal of Blackberry, HTC, Motorola, Nokia and Samsung combined… No surprise then that Bernstein sees the tablet market playing out in two ways, each with Apple in the catbird seat.”