让我们一起试试这款iPad Mini

我们正在谈论更小的iPad,而不是更大的iPod Touch

我见过一个公平 有人猜测,如果苹果公司生产7英寸iOS设备,那么它可能会是更大的iPod Touch,而不是更小的iPad这种思路的一个方面,而不是使屏幕上的挖掘目标较小(令人担忧的是,也许太小了),一个更大的iPod Touch将使开发更大的目标。

无论这个想法的优点是什么(我认为它没有多少),这不是Apple正在做的事情一方面,传闻中的设备有一个非常特定的屏幕尺寸:对角线7.85英寸,1024×768像素这比7英寸更接近8英寸In fact, it’s closer to 8 inches than the 9.7-inch iPad-as-we-know-it is to 10 inches — so if you want to round to the nearest integer, it would be more accurate to call it an 8-inch iPad than a 7-inch onePlus, the aspect ratio matches the iPad, not the iPhone/iPod Touch.

另一件事,我和别的从Cupertino-area小鸟队那里听说Apple在实验室里工作的是一个较小的iPad,而不是一个更大的iPod同样适用于上周的报告从彭博华尔街日报

营销方面,谁知道苹果会称之为什么我认为他们不会使用“iPod”品牌而不是“iPad”品牌,但在Apple和命名产品方面,任何事情都是可能的。但理解它是什么,如果船,这是一个iPad,大约两英寸小斜。

穷人的iPad迷你模拟器

几个月前,当这些7.85英寸iPad的谣言开始升温,人们开始猜测是否实际上是可行的,usability-wise,现有的iPad应用程序运行在这样的显示,我的朋友克雷格霍肯伯里给我看了一个简单的技巧。

结束时,一块7.85英寸的iPad显示屏将与目前的9.7英寸iPad显示屏一样高Here’s the math: 1024 pixels divided by 163 pixels per inch = 6.28 inches for the purported iPad Mini height; 768 pixels divided by 132 pixels per inch = 5.8 inches for the current iPad width不确切但接近 - 传闻中的iPad Mini实际上比现有的iPad宽半英寸。

这里是如何做一个穷人的iPad迷你模拟器:把你的iPad的屏幕截图,然后查看截图在iPad上,但旋转设备这缩小了屏幕截图以适应 - 几乎与这款声称的iPad Mini一样减小尺寸。

不准确,但这是一个接近近似看到它不是古怪,而且利用目标在大多数应用程序将会很好我认为有一种方法可以解决苹果公司的疯狂问题为所有iOS应用推荐44点或更大的点击目标在iPhone和iPad上,尽管在我们知道的iPad上,每个点都比iPhone或iPod Touch上的点大(1 point maps directly to 1 pixel on iPad 1/2 and older iPhones; 1 point maps to a 4-pixel square on the iPad 3 and iPhone 4/4S.) A 44-point tap target on the rumored iPad Mini would be究竟与iPhone上的44点点击目标相同的物理尺寸。1

这是一个典型的费茨定律问题,菲茨的法律规定击中目标的容易程度是目标大小的函数到那里的距离所以你想在更大的显示器上使用更大的目标,因为你的指针(在这种情况下,你的手指)有更多的距离,但你可以在较小的显示器上使用较小的目标,因为旅行的距离较短。

Tweener的情况

我是试图审查一个我不仅没有见过的设备,但我甚至都不知道它会真正发货也许苹果公司运送这个东西而且很糟糕,一切都太难以点击而且太小而无法阅读我不知道我只是说,如果你看一下数学并用旋转的iPad截图来减少它们的大小,就好像它可以工作,即使它不是理想。

但是:不是理想exactly what Apple always shoots for? Has not it been a bedrock of iOS evangelism for five years that the platform offers a superior experience because developers and UI designers can target not just a physical size or pixel size but这两个, simultaneously? Would not this purported iPad Mini that runs existing iPad apps at the same pixel-count but reduced in size break from this pursuit of perfection?

我把麦克风交给世界提出批评的更小的触摸屏平板电脑,Steven P乔布斯在Apple 2010年10月季度业绩电话会议期间(原始音频;通过Macworld成绩单):

One naturally thinks that a seven-inch screen would offer 70 percent of the benefits of a 10-inch screenUnfortunately, this is far from the truthThe screen measurements are diagonal, so that a seven-inch screen is only 45 percent as large as iPad’s 10-inch screen你听到我对:只有45%那么大。

If you take an iPad and hold it upright in portrait view, and draw an imaginary horizontal line halfway down the screen, the screens on these seven-inch tablets are a bit smaller than the bottom half of the iPad’s displayThis size isn’t sufficient to create great tablet apps, in our opinion.

While one could increase the resolution of the display to make up 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 user interfaces over many years, and we really understand this stuffThere are clear limits of how close you can physically place elements on a touchscreen before users cannot reliably tap, flick or pinch themThis is one of the key reasons we think the 10-inch screen size is the minimum size required to create great tablet apps.

第三,每个平板电脑用户也是智能手机用户No tablet can compete with the mobility of a smartphoneIts ease of fitting into your pocket or purseIts unobtrusiveness when used in a crowdGiven that all tablet users will already have a smartphone in their pockets, giving up precious display area to fit a tablet in their pockets is clearly the wrong trade-off.

The seven-inch tablets are tweeners: too big to compete with a smartphone, and too small to compete with an iPad.

So, how can we square the idea of Apple making an iPad Mini with Jobs’s remarks from just a year and a half ago? We could point out (again) that 7.85 inches is closer to 8 inches than 7, and that the exact size of the purported iPad Mini display offers 66 percent of the surface area of a 9.7-inch iPad, not 45 percent我们可以(再次)指出,假设Apple推荐的44点用户界面在显示器上点击目标,每英寸163点,它应该提供的点击目标精确与迄今为止制作的每部iPhone相同的物理尺寸,从而避免了Apple将砂纸与设备一起使用的需要。2

We could point out that what Jobs was trashing on that call wasn’t so much smaller tablets in general as the specific actual smaller tablets then entering the market — led by三星Galaxy TabThe remainder of his screed after the portion quoted above was quite specific: those tablets (circa October 2010) were running versions of Android that were never meant for larger-than-phone-sized displays, the Android app landscape was anemic at the time, and, perhaps most devastating, those devices were priced as high as or higher than the iPad无合约的Galaxy Tab价格为600美元,每月合约价格为400美元 - 该合约每月费用为30美元简而言之,运行Android 2.2的600美元Galaxy Tab与运行Android 4.1的200美元Nexus 7相差甚远我们知道,乔布斯被证明完全正确:这些平板电脑被毙了。

我们可以指出一种模式重复在乔布斯的职业生涯:乔布斯说苹果不做X或者那个Xwas a bad idea; then, a year or two later, Jobs would unveil Apple’s take onX和预示着它完全是原始的苹果创新在2003年,他告诉沃尔特莫斯伯格没有人会想看视频一个微小的iPod显示,苹果手机业务没有兴趣,和平板电脑市场,不感兴趣,说,“人们想要的键盘[…] We look at the tablet, and we think it is going to fail.” Jobs, of course, went on to introduce the first video-playing iPod in 2005, the iPhone in 2007, and a keyboard-less tablet called the iPad in 2010.他告诉John Markoff在2008年,电子书注定要失败:“产品的好坏无关紧要,事实是人们不再阅读了。”两年后,他推出了iBookstore。

We could point out that Tim Cook, just over a month ago at this year’s All Things D conference, declared that the ability to change his mind was库克从以往的工作中学到的最重要的事情之一:“他会如此快速地翻转某些东西,以至于你会忘记他是前一天采取180度极端[相反]位置的人我看到它每天这是一份礼物,因为事情确实发生了变化,需要勇气才能改变要说'我错了'需要勇气。我认为他有这个。“

我们可以指出所有的事情,但最后他们都没有问题重要的是一个较小的iPad是否真的很好如果苹果的船只,它会判断自己的优点,不管史蒂夫•乔布斯(Steve Jobs)在18个月前说就是这样。

所谓的设备的显示,据称,不是视网膜

另一个应变的怀疑我看到沿着以下行:

苹果公司继续销售iPhone 3GS和iPad 2是一回事,但我看不到苹果推出一款带有非视网膜显示屏的新设备。

这似乎很好奇但它似乎也好奇的回2004年1月苹果公司以249美元的价格推出了4GB的iPod Mini,只需花费50美元就可以购买普通的iPod,它有15 GB的存储空间必须进行权衡当Apple设计iPod Mini时,他们针对一个因素进行了优化:减小了物理尺寸和重量这种权衡的结果是,iPod Mini并不比普通iPod便宜得多,而且它的存储容量要小得多。

如果苹果发布一个7.85英寸iPad non-retina 163 ppi显示器,它将意味着他们优化的关键因素之一是成本与那款体积更小但价格几乎与其更大兄弟相同的iPod Mini不同,也许这款iPad Mini体积更小,成本更低 - 一方面是显示质量的代价。当然,这将为一年或两年的视网膜更新铺平道路。

这反过来又暗示了一种将这种怀疑主义转变为头脑的方法迄今为止,Apple从未推出采用视网膜显示屏的全新iOS外形尺寸 - 它们将视网膜显示器添加为设备上市后两三年的升级版。

而且,通过推出具有非视网膜显示屏但价格更低的iPad Mini,它可以立即确定哪种产品是“最佳”(iPad(3)),哪种产品是低成本型号(iPad Mini)通过这种方式,我认为iPad / iPad Mini的关系与iPod / iPod Mini的关系非常不同,其中两款产品的价格差不多,您可以选择存储容量(iPod)和设备尺寸/重量(iPod Mini)。

价格

说到价格,沃茨马丁认为苹果不会达到199美元大关:

Apple makes as much money as they do — a whole lot of money indeed — by being strategic about what money they go after. They’re fine with being a “premium” brandAnd even as good as their supply chain management is, I don’t think Apple can produce a 7-inch iPad for $140.

这就是为什么我认为苹果可以卖199美元如果谷歌能以199美元的价格出售1280×800像素的Nexus 7并且能够实现收支平衡,那么我认为苹果可以生产1024×768 7.85英寸的iPad,价格为150美元。收费199美元,这是一个不错的(但不可否认,苹果公司惊人的标准低)25%的利润率。

Why do I think Apple could produce it for less than Google/Asus? Because Apple has such tremendous economy-of-scale advantages但也许马丁是对的,iPad Mini价格会 -如果事情是真实的 - 从249美元开始苹果公司对Nexus 7和Kindle Fire的基本价格收取某种溢价肯定不是一件好事(虽然谁知道今年的Kindle Fire会花费多少钱 - 亚马逊一直坚持不懈减少的价格同比Kindle硬件)。

但对于苹果公司而言,与利润率一样重要的是,有时出现的机会是规则的例外iPhone和iPad不仅仅是设备它们是自DOS / Windows以来变成最大软件平台的基础,也是最有利可图的软件平台。

让我们再次回到一个先生史蒂文保罗乔布斯,这次来自他(经常被引用真的是你的)2004年史蒂芬•列维采访时for Newsweek, regarding how the Mac got stuck with so little market share:

If that’s so, then why is the Mac market share, even after Apple’s recent revival, sputtering at a measly 5 percent? Jobs has a theory about that, tooOnce a company devises a great product, he says, it has a monopoly in that realm, and concentrates less on innovation than protecting its turf“The Mac user interface was a 10-year monopoly,” says Jobs“谁最终运行的公司?销售人员。At the critical juncture in the late ’80s, when they should have gone for market share, they went for profitsThey made obscene profits for several yearsAnd their products became mediocre然后他们的垄断以Windows 95结束They behaved like a monopoly, and it came back to bite them, which always happens.”

它仍然关乎利润The tension is between short-term profit margins (focusing on average selling price and profit per iPad sold by ceding the market for smaller cheaper tablets to Google and Amazon) and long-term profit (from maximizing market share as soon as possible, while the post-PC market landscape remains nascent and fluid).

这是汤姆Krazit引用蒂姆•库克在2009年(关于iPhone,但我认为更适用于平板电脑市场):

On Wednesday, Cook echoed Jobs’ comments about iPhone pricing by saying “one thing we’ll make sure is that we don’t leave a price umbrella for people.” A price umbrella is a term used to describe the effect a dominant company can have on a particular market with a popular-yet-expensive product: competitors can enter the market with other products at lower prices and gain customers just based on affordability, buying those companies time and profits to use in order to make their product better.

十年前苹果公司采用了iPod的策略虽然赌注现在要高得多,但我认为他们没有理由不在这十年与iPad做同样的事情。


  1. 如果今天早些时候这个穷人的近似对你来说不够准确理查德·盖伍德(Richard Gaywood)整理了一个网页,iPad屏幕截图缩小到大约81%, which, when viewed on an existing iPad, have a diagonal of exactly 7.85 inches. ↩︎

  2. Although if they did, I’ll bet it would be the nicest sandpaper in the world. ↩︎

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