You've Got Tim Cook to Thank for the iPad Mini

By Gerald Lynch on at

Apple CEO Tim Cook may not be as hands-on at the product design level as his late predecessor Steve Jobs was, but that doesn't mean he hasn't got a sharp eye for making a device that will resonate with gadget buyers. In a New York Times profile speaking to those close to Cook, it's been revealed just how important Cook proved in the formation of the iPad Mini.

Cook had to convince the team at Apple that the influential Jobs had been wrong about the lack of demand for smaller tablets.

According to Robert A. Iger, the chief executive of Disney and a member of Apple’s board, Cook "thought the world would love a smaller and less expensive tablet," despite the fact that "it was a product that Mr. Jobs thought did not have a market."

It proved a prudent move -- according to Gartner research, the iPad Mini accounted for 60 per cent of all iOS sales in the first quarter of 2014 alone.

Even with Cook handing over more of the day-to-day design duties to his team, it seems like little else has changed at Apple since Steve Jobs's death, at least according to design chief Jony Ive. “Honestly, I don’t think anything’s changed," said Ive, saying in reference to the buzz surrounding a potential iWatch that "people felt exactly the same way when we were working on the iPhone." [NYT]