There’s yet-another rumor about a new tablet device. Apple may launch a price war with Amazon’s Kindle Fire tablet — by releasing their own cheaper iPad tablet!

If the rumors are true, Apple would release the device in early 2012. Apparently a financial analyst went straight to the source — the manufacturers of tablet components in China and Taiwan. There, he heard “rumbling” about an “iPad mini,” according to the Apple Insider blog. “The ‘mini’ name doesn’t necessarily refer to the size of the device, he said, but a lower entry-level price.”

“‘We believe this lower priced iPad could be priced in the mid-to-high-$200 range,’ White wrote in a note to investors. ‘We expect this will be followed by a much more powerful, feature rich standard-priced iPad 3 in (the second quarter of 2012).'”

A lower price could boost sales around the world, in both developed and “developing” countries, according to the analyst. But it’s also a clear response to the new tablet from Amazon. The Kindle Fire, priced at just $199 put some real “price pressure” on the iPad (which sells for $499). It’s the newest battleground in a war between Apple and Amazon that’s been going on for the last four year.

In 2007, Steve Jobs was asked about the newly-released Kindle at Apple’s annual “Mac World” conference — and he predicted a rocky reception. “It doesn’t matter how good or bad the product is, the fact is that people don’t read any more,” Jobs told reporters. “40% of the people in the United States read one book or less last year. The whole conception is flawed at the top — because people don’t read anymore.”

Of course, at best that was always a “glass half empty” statement. (It also meant that 60 percent of Americans do read more than one book each year.) And according to a more-recent poll, now it’s only 25% of Americans who read one book or less each year, with 75% of Americans now reading more than one. (Plus, there’s apparently another 40% of Americans who every year read at least 11> books.) And the poll found even higher percentages for us people who own a digital reader. Each year a full 62% of us read at least 11 books, while 26% of us are reading more than 20 books!

In any case, the Kindle became an extremely successful product, and when Apple finally unveiled their iPad in 2010, Steve Jobs acknowledged that they’d include the ability to read ebooks. He conceded that Amazon “has done a great job of pioneering this… we’re going to stand on their shoulders for this.” But he still remained cold to the idea of a tablet that was smaller than the iPad — like the 7″ Kindle Fire
tablet which Amazon eventually introduced.

“One naturally thinks that a 7-inch screen offers 70% of the benefits of a 10-inch screen,” Jobs said one year ago in a conference call. “This is far from the truth. The screen measurements are diagonal so a 7-inch screen is only 45% as large as iPad’s 10-inch screen. The screens on these 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 for some of the difference, it is meaningless unless your tablet also includes sandpaper so that the user can sand down their fingers to a quarter of their present size.”

It’s fascinating to read Jobs’ remarks in the conference call — just one year before his death — in light of the rumors of an “iPad Mini” that’s coming in January. It may be that it will be just a cheaper version of the iPad (keeping its large 10-inch screen). But if they do make the iPad smaller, they’ll be defying the intense criticism that Jobs laid down just 12 months ago. “Apple has done extensive user testing on touch interfaces over many years and we really understand this stuff. There are clear limits of how close you can physically place elements on a screen before users cannot tap, flick or pinch them,” Jobs had said. “This is one of the key reasons we think the 10-inch size is the minimum size required to create great tablet apps.

“The 7-inch tablets are tweeners – too big to compete with an iPhone and too small to compete with an iPad.”

…our potential competitors are having a tough time coming close to iPad’s pricing – even with their far smaller and far less expensive screens…The proof of this will be in the pricing of our competitors’ products, which will likely offer less for more. 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 lessons, that their tablets are too small and increase the size next year, thereby abandoning customers and developers who jumped on the 7-inch bandwagon with an orphan product.

Today Amazon posted a memorial to Steve Jobs on the front page of Amazon.com. It read simply: Steve Jobs 1955 – 2011. When you clicked on the link, it went to Apple.com, which had posted the same words beside a picture of their co-founder.

All across the web today, people are remembering the man who helped change their lives. I sat down to write about Steve Jobs on my desktop computer — and realized that he’d actually helped invent the desktop computer. It’s a legend in Silicon Valley that’s probably worth remembering today. 35 years ago, at the age of 21, he’d teamed up with Steve Wozniak to sell home-built personal computers from Jobs’ garage.

Jobs didn’t design those first computers, but his personality helped launch the personal computer revolution. When he was 29 years old, he’d tried to lure Pepsi’s senior vice president of marketing to Apple. Unfortunately, the VP had already decided against accepting Jobs’ offer before he’d even sat down for their lunch. But he’d changed his mind after hearing a speech from the passionate young visionary. Jobs argued, “Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?”

Most people know the highlights of Jobs’ life. (That year was 1983, and the next year Apple would release their legendary Super Bowl commercial arguing that the new Macintosh computers would show people “why 1984 won’t be like [George Orwell’s] 1984.”) But by building Apple into a successful brand, Apple helped legitimize personal computers, proving there’s a market for “consumer technology.” And under Jobs’ leadership, they proved it again two decades later with new mobile products, which ultimately helped to pave the way for Amazon’s Kindle.

Today even my friends who use a PC are still sharing fond and grateful thoughts — along with nearly everybody else — and you can see signs everywhere of an almost global response. The best-selling book today on Amazon is Steve Jobs — a yet-to-be released biography by Walter Isaacson (a former CNN chairman and the managing editor of Time magazine). It’s also the third best-selling ebook in Amazon’s Kindle Store (and, presumably, it will also be available in Apple’s iBookStore.) Today the founder of Facebook even posted a personal statement about Steve. “Thanks for showing that what you build can change the world.” And 355,835 Facebook users clicked the “Like” icon to show they agreed.

In fact all across Facebook, nearly all my friends were posting their own reaction. “I tend to think of him as ‘Uncle Steve’,” wrote a friend of mine who worked at Pixar. “That is what at lot of us called him at Pixar while I was there, because Uncle Steve took care of us. And when I did see him around Pixar, more often than not he was smiling and seemed happy… Good job Uncle Steve.” My friend Tom — a motorcycling enthusiast — shared one of his favorite photos of Jobs riding a motorcycle. “Ride on, Steve,” Tom posted. “You’ll be missed…”

Job was determined to import the “garage start-up” feel to his new company, Next Computer. “He abandoned conventional corporate structures, instead making a ‘community’ with ‘members’ instead of employees,” remembers Wikipedia. Besides the open floor plans, everyone received exactly the same salary when they started — with regular raises and performance reviews — and “to foster openness, all employees had full access to the payroll.” Everyone at Next was paid a month in advance, and in one building the company even hosted temporary art exhibitions using an in-house curator!

Jobs later said his time outside of Apple was the best thing that happened to him — “The heaviness of being successful…replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.” If you ask a geek, they’ll tell you that Next Computer helped to popularize the “object-oriented programming” style of designing software which has since become an industry standard. But in the popular imagination, it’s Jobs’ excited ambition that you think of when you imagine the head of a cutting-edge technology company.

He gave good tradeshow, I told my girlfriend — and of course, Mac enthusiasts fondly remember Jobs’ return to Apple. Much of the technology developed at Next found its way into Apple’s computers, and
Apple’s sales increased as the company introduced a series of new devices like the iMac, the iPod, and the iPhone. Just yesterday morning I’d been writing a post about how Apple would respond to Amazon’s new Kindle Fire tablet. But the truth is, Jobs had been thinking about the answer for at least 15 years.

I believe Steve Jobs recognized that desktop computers were just the “first generation” of devices. If there’s a pattern after his return to Apple, it’s a focus on smaller and smaller devices. Jobs recognized that technology was going mobile, and was already positioning his company for the future. “Don’t you see what’s happening?” argues one technology site. “PC’s are 1990, man! Handheld devices are approaching the processing power of PCs – and everyone has at least one… It’s like Microsoft just cornered the market on Univacs.” And by 2007, Apple was already selling just as much recorded music as the entire chain of Target stores — and more recorded music than Amazon.

Today on Facebook, my friend Joab shared his favorite comment from the technology web site, Slashdot. “Bill Gates put a computer on every desk; Steve Jobs put a computer in every pocket, and in every purse.”
One of the most moving photos I saw today showed a San Francisco memorial service where a mourner held a picture of Steve Jobs…on their iPhone.

And my friend Jonathan posted a link to a new memorial in Boston. “Being the richest man in the cemetery doesn’t matter to me…” reads the inscribed quote from Jobs himself. “Going to bed at night saying we’ve done something wonderful…that’s what matters to me.”