From John Gruber's blog: "I’ve been asked by several readers why, if this is a seemingly better form factor, Apple didn’t go with this size for the original iPad. I think there are several factors. First, I don’t think they could have, technically. The original iPad in 2010 was pretty thick compared even to the iPad 2. If they couldn’t make it thinner then, I don’t think they could have made it smaller either — not at the same price points. Second, thinness and weight aside, I think the 9.7-inch size was better to start with conceptually, to establish the iPad in consumers’ minds as something they might want to own." I enjoy reading Gruber's posts for the most part but sometimes I find it funny how he always seeks to rationalize everything Apple does. Nevermind Steve Job saying that the 9.7 iPad was the ideal form factor and rejecting the idea of smaller tablets, nevermind Apple being able to build a thin 3.5in smarphone using the same technology as the iPad. It is quite simple, the market for 7in tablets is hot and growing rapidly and Apple decided to jump into it after realising that they were missing an opportunity. Apple didn't plan ahead to introduce the 9.7in iPad first because it was "better to start with conceptually" only to later introduce the iPad mini.