STEVE Jobs said it would never happen. Yet a smaller Apple just fell from the iPad tree.
Apple CEO Tim Cook and vice president of marketing Phil Schiller took to the stage in California at a media event last night to finally unveil the company's long-awaited iPad mini -- something Jobs once declared the company would never do.
The new $329 (€253) product is meant to compete with smaller, seven-inch tablets from companies like Google and Amazon that are nipping at the tech giant's heels.
It's thinner, lighter and cheaper than the original, but shares in Apple, the world's most valuable company, fell on concern that the low price wouldn't be enough to draw users away from the cheapest competitors, including Amazon's Kindle and Barnes and Noble Nook.
More worryingly, however, is a feeling among analysts that the tech giant may have lost its innovative flair.
As one analyst put it: they took the phone and made it bigger, and the tablet and made it smaller, and neither is really the right idea.
Maybe Steve Jobs was right to say it should never happen.