Report: Steve Jobs concentrating on tablet

Apple CEO Steve Jobs has been focusing intensely on a tablet device since returning to work in June, according to The Wall Street Journal.

Jobs, who came back following a liver transplant and six-month medical leave, is overseeing every aspect of the new tablet, especially its advertising and marketing strategy, the Journal said Tuesday.

Apple CEO Steve Jobs, last October.

(Credit: James Martin/CNET)

Apple staffers have faced Jobs' scrutiny after a period of freedom over product strategy during his leave. "People have had to readjust" to his presence, noted the Journal, quoting a person familiar with the matter.

The rumor mill has been abuzz with stories of a possible Apple tablet, Netbook, or giant iPod. But those familiar with the device declined to reveal details about it or disclose its release date, the Journal noted.

Still, many industry watchers expect that it will be a multimedia device that will let people surf the Web, watch movies, play games, and possibly read e-books. And they expect it to debut later this year or in early 2010.

Jobs' attention to the tablet is a sign of how important the new device is to Apple, the Journal said. Since unveiling the iPhone in 2007, the company hasn't released a new product category, choosing instead to enhance its existing line of MacBooks, iPods, and iPhones.

A tablet has been in the works for some time. Apple was granted a patent on such a device last year. But the design process apparently hasn't been a smooth one. Jobs halted the project twice, once because of poor battery life and again because of insufficient memory, a person familiar with the matter told the Journal.

In an e-mail to the Journal, Jobs said that "much of your information is incorrect," but he didn't provide specifics. An Apple representative declined to comment further.

[jcmark42]

Whatever this new product is, it will have to be something amazing for me to even think of purchasing one.

[solitare_pax]

Well, with Mr. Jobs supervising it, we can expect it in 2010 I suppose - he can be quite the perfectionist, and this may be his last great hurrah. <br /> <br />Even if it is awesomely fantastic, I'll wait for generation #2 to come out, when all the bugs are out of it.

[brian.lee]

It's ok if you don't buy it someone else will...

[ballmerisanape]

If your going to do it.. do your best and make a good attempt at doing it the right way... even if that forces you to "think outside the box". It's worked for Apple in the past.. and I bet it will work this time around too.

[shycelticwitch]

Whatever this new product is, as usual it WILL be amazing, and I have no doubts there will be a LOT of people purchasing one.<br /><br />.......3.......2........1....

[Vegaman_Dan]

Sheeple are amazing like that.

[shycelticwitch]

LOL, I think you're confused... 90% of the market would certainly qualify as "easily led". The other 10% are the non-conformists.

[Super2online]

There is very little doubt that the product Apple creates will be good. But the question is, will anyone beyond the Apple faithful pay the premium that Apple always demands when there is already a huge supply of very capabile systems on the market at extremely affordable prices. I guess you know where I'm going with this. My guess is you can expect them to ramp up to somewhere below 10% market share in the first 18 months unless Jobs is able to integrate something no one has ever thought of that puts the Apple tablet functionality head and shoulders above every one else. Systems in this category also tend to canabalize notebook buyers because most people will not buy two systems because of functionality overlap. So expect some degradation in Macbook sales once it appears on the shelves.

[shycelticwitch]

You make some valid points, but I fully expect the tablet that Apple develops to have that "functionality head and shoulders above the rest". But I also do not think it will hurt any of their other products. I would love to have a tablet to carry with me as right now I only have G4, G5 and MacPro towers. Would love to have a tablet to lounge on the sofa or poolside with. So that argument doesn't really have any merit.<br /><br />As for the price? Considering I literally have to take a sledgehammer to a Mac to get it to die, I don't consider it a purchase, I consider it an investment. Just like many others are starting to do in an economy that doesn't support "disposable" anything anymore.

[kirkules]

I think it is clear that the iPhone has gone beyond the faithful.

[Super2online]

@kirkules You are correct. I would also include the iPod in that category. I would also say that Apple is beginning to offer a large enough porfolio of product categories to finally allow the Mac to go beyond it's 10% glass ceiling. The iPod and iPhone both are remarkable products that captured the imaginations of the world. However, all that being said, this is still going to be a tough category to break into unless Jobs can once again pull off a miracle. Not that he can't mind you, he has clearly demonstrated that he is very adept at doing just that.

[OS11]

well...<br /><br />there weren't very capable pcs until apple released the apple //<br />there weren't very capable graphical machines until apple released the macintosh<br />there weren't very capable MP3 players until apple released the ipod<br />there weren't very capable smartphones until apple released the iphone<br /><br />what this is going to be is a full color Kindle that runs all App Store apps... has a forward facing camera, it will be wifi only and cost $799... oh, and apple will sell millions and millions of them.<br /><br />apple has been working on this since the mid 1980's, see the Knowledge Navigator videos and related mockups they have projected to appear around this timeframe.

[zyxxy]

@shycelticwitch: I know several people that will argue with your 'take a sledgehammer to it' argument, particularly in regards to slot loading DVD drives.<br /><br />Okay, they are beautiful machines. The UI is smooth and they are generally (not always) low maintenance on the administrative side. But they do break, and certain models break frequently, particularly in the MacBook line. Maybe you just got lucky.

[zyxxy]

@ OS11<br /><br />I prefer not to waste my time refuting your whole list, but I own a hard drive based Creative MP3 player that predates the iPod, and horror of horror, it still works. It also behaves much better than the iPod did until the 3rd gen player came out. And oh yes, Apple had to settle with Creative over a lawsuit on the UI at that time, and compared to the early generations of the iPods (before 'cover flow') many people preferred the UI on the Creative players. So you lose on one point huge. Also, there were much more powerful and expressive graphical machines on the market before the macintosh, yes they were more expensive, but they existed. You didn't mention price. Silicon Graphics comes to mind immediately, but there were several others, and they were already working in color. And if you wanted less expensive, the TRS-80 Color was already on the market for a couple of years along with the TI-99/4A. There were also many very versatile smart phones that predated the iPhone.<br /><br />Yes, Apple raised the bar, but they didn't create the smart phone market any more than they created the MP3 market or the graphical desktop market. They adopted those markets. They borrowed those ideas. They embraced and extended. Yes, we are discussing Apple.<br /><br />On the IIe, it was an interesting piece of equipment, and truly a game changer, but as much for the software as for the hardware, and the best software on it, VisiCalc, wasn't even written by Apple. And don't get me started on Amiga, and Atari. If you were doing any interesting video or audio development in the arts in the late 1980s, you were using an Amiga with a 'Toaster'. And if you didn't know that already, then you don't know squat.<br /><br />Apple makes nice stuff, but when rabid fanboys go completely overboard and rewrite history, distort the truth, and spread lies; it really doesn't help the case for Apple.<br /><br />My apologies to Kurt Vonnegut. (for using a ';')

[macspirit]

zyxxy: <br /> <br />I still have my Amiga 1200 in a box in pretty much pristine condition. Just lacks a functioning hard drive. Wonderful machines. Before that I had an Amiga 2500HD I think it was. Anyway, they had capabilities that far exceeded both Mac and PC at the time. If I can ever find the right hard drive for my 1200, it will live again!

[zyxxy]

@macspirit<br /><br />Did those still have ST506 drives (two cables on the drive) or IDE?

[dadsgravy]

@zyxxy<br /><br />Way to list minimally purchased and obsolete products to try and make a point. It's not about who did what, but who's doing what. It always has been. <br /><br />It's well "known" that Microsoft stole their OS from Apple who stole it from Xerox. But windows kills everything, the ipod destroyed all mp3 players and the iphone forced everyone to change how they look at and create smart phones. <br /><br />Someone will always have a better and more original product out there. But if you can't capture the attention of the masses, it doesn't matter what you have. With out the masses, all you have is a handful of crap. And lonely crap at that. <br /><br />Every point you tried to make is nullified by the fact that all the companies/products you listed lacked two things; longevity and intuition. Having a better UI or hardware or originality doesn't mean you have a better product. That's been made very clear by how well Windows and the ipod sells. <br /><br />Maybe next time you try and articulate your dislike for Apple, you should try and not scrape the bottom of the 80's barrel so much.

[OS11]

Just a note dadsgravy: Apple never stole anything from Xerox PARC, they paid fair and square, some $5 million in Apple stock for the 3 visits. Today, EVERYONE uses the Mac UI, nobody uses the Xerox UI, so it shows Apple takes rough gems and turns them into diamonds. Nothing wrong with that of course, that's why Apple is so respected in the industry since they don't lie, cheat or steal like Microsoft does at every turn.

[MaggieRed]

It may have an application but I'm not holding my breath on tablets. They've been done for Windows based systems and seem unappealing. To me this is Apple going down a road already visited and it is not something innovative that jumps or utilizes technology in a great new way.

[dlowe402]

Apple HAS been down that road you speak of before. They did not invent the MP3 Player but they did it right. There is your difference. When Apple "invents" a product that has been done before, they usually look at the reasons why they didn't work before and improve upon those problems. I would say they did alright with their little foray into the Personal Media Player world.

[winstein]

I have had several Windows tablet computers over the years. Each time I thought they have finally solved the problems but were eventually disappointed.<br /><br />The problems were:<br /><br />1, Battery life. Three hours of heavy use is not enough<br />2, weight. If I want to use it for more than 3 hours, I have carry extra batteries that added up to 7 or 8 pounds<br />3, Applications: The only application designed specifically for the tablet was the Office OneNote. That was terrible. I'm not carrying a tablet all day just to take notes. Most tablet uses a Stylus and using it with tiny onscreen keyboard is just awkward.<br /><br />If Apple could come up with something that is thin, light, long battery life, new applications with touchscreen UI, and lots of peripherals and add-on's option. It could revolutionize the industry.

[supoman]

Unlike the niche windoze products I'm sure this will be well though out and have design form and function out of this world. You'd have to own a few Apple products to appreciate how much they put into the "little things" that make using their stuff so effortless and intuitive.

[MaggieRed]

I've been involved with the products back with it was just Apple II. I have own just about every model and only use them exclusively.<br /><br />They tried twice at tablets, once during the Apple II/III days and then again with Newton.<br /><br />I'm not saying Apple probably won't do a better job of it, I'm saying if they do produce one it will be a niche market for the product. It would certainly have to bring a paradigm to really explode on the market. <br /><br />We will see what comes out of the gray matter of Cupertino.

[FellowConspirator]

Whatever the tablet turns out to be, it won't be the actual device that will be of interest to anyone. iPods are just mediocre MP3 players and iPhones mediocre phones, but add iTunes/App Store and a interop with other gadgets and software and you have something much different. The tablet isn't really of interest so much as where they're going with it.<br /><br />Tablet PCs have had a very lackluster reception, namely because they are awkward to use like a regular computer (and running apps predicated on the idea that they'll run on a regular computer compounds the problem). This won't be any different, and presumably Apple would recognize that and isn't going that way. As a dedicated media device, the form factor is uncompelling -- too big to be comfortably portable and too small to replace the TV experience -- so, presumably, they're going to go somewhere else with it. But where? I think we'd be underestimating Apple if we thought that it's just a flashy bit of hardware without new products and services built up around it.

[Super2online]

You make some good points about services built up around the tablet. Right now I'm not sure what they would be but I have no doubt Jobs has created a brilliant strategy around that very idea.

[OS11]

actually, the iPods are stellar MP3 players, none are currently better. and the first software version of the first iPhone wasn't a great "phone", but that was largely fixed in 2.1, and now with the 3GS and 3.0 software, the iPhone is by far the best "phone" out there.<br /><br />just so you know...

[zyxxy]

There you go again. Several other players are noted for having better sound quality than the current generation of iPods. Yes, they have a nice, UI, yes, they have an 'App Store', but did you buy it to use the apps and browse the interface or to listen to music? The iPod may be a better "Media player" but it is not necessarily a better "MP3 music player". You are making huge generalizations based on what is important to you. For me, sound quality matters.<br /><br />just so you know...

[pithenumber]

@OS11<br />the iPhone might be the best phone, except under at&#38;t, you can't use it as a phone<br />about the iPod, it has horrid sound quality, doesn't bother me though, im not an audiophile

[dadsgravy]

@ zyxxy<br /><br />Just so you know, and there you go again, it doesn't matter what you have to say, what kind of charts,diagrams, or tests you run, the ipod is a better mp3 player. It has the market share and approval of the masses. So there for it is far better then what ever you are using. Everything else is just a second class citizen. <br /><br />I believe that OSX is far superior to Windows. It's better in every way, shape and form. But Windows has 90% of the market. So no matter how I feel about OSX, Windows has the mass opinion and is better by default. I'm a second class citizen and by default, I have an inferior product. I don't think so, but the rest of the world does and at the end of the day, that's what really matters. Even if I don't like it or believe it.

[Seaspray0]

"none are currently better." There are plenty that are rated better. the ipod is mediocre.

[zyxxy]

@dadsgravy<br /><br />The iPod is a more popular media player, just like Windows is a more popular OS. And Toyota sells more cars than BMW.<br /><br />Quite frankly, the audio out of any iPod is clearly inferior to any number of other players, and if your concern is the audio, not the UI, then you choose another product. It isn't just my opinion, it is the opinion of millions. People love the Apple UI and hardware design, but they consistently decry the audio quality. Just browse around the web, it isn't just me. I would buy a 32GB touch in a heartbeat if they would fix the stinking audio. Is it AAC? Is it the DAC they use, or the output stage? I don't know, but they just don't sound right. So I choose a different product.<br /><br />By the way, by your admission the iPhone is clearly an inferior phone, since they are such a niche player on the world stage. And by that measure, a Stradivarius is an inferior and outdated violin.<br /><br />Direct industry quote from the end of May, 2009 -- <br /><br />Moreover, Nokia was also leading the smartphone segment, with a market share of 41.2 percent and selling around 15 million units in the first quarter. Nokia was followed by Research in Motion, Apple, HTC, and Fujitsu. Incidentally, Apples share in smartphones domain were more than doubled, rose from 5.3 percent to 10.8 percent.<br /><br />Read more: http://www.itproportal.com/portal/news/article/2009/5/21/smartphones-continue-shine-despite-overall-plunge-mobile-phone-sales-says-gartner-mobile-handset-sales-plunged-notabl/#ixzz0PI8PlNOs

[biffhenerson]

I have been using my Tablet PC as a slate every day for several years now. It works great. When it dies, I will buy a slate to reduce the bulkyness. However, there are not many slates from which to choose. I would like a nice thin full page slate device. (With non-exploding batteries of course.)

[tyshockner]

If they make a tablet that runs like the iPhone I'll be a buyer. I'm a Linux guy myself but I couldn't imagine myself without my iPhone.<br /><br />techwiz2000<br />[CNET editors' note: URL deleted.]

[macspirit]

If it replaces a Kindle, an iPod and a phone, and it can run app's that would otherwise run on a laptop or a desktop PC, then I don't see how it could be anything but a hit. With WiFi and 3G wireless connectivity, you could download music and movies wherever you go, and watch them wherever you want. For those that travel and like to travel light, this would be a godsend. I've tired of dragging my laptop with me wherever I go, when I really don't need something that massive to do anything that I want to do while I'm on the road. It's a computer. It's an iPod. It's a phone. It's a Kindle. It's got 3G. It's got WiFi. It's battery lasts for six hours of actual use. It's thin. It's light. It's display is bright, and has enough pixels to view a 720p HD movie in all its glory. And all of that for less than seven hundred dollars. With a student discount...$499.

[macspirit]

Oh yeah, and if you get it with a two-year AT&#38;T service agreement (for the phone/data connectivity via 3G and Edge), it'll be only $499 retail.

[chrisx1]

You will not be downloading "music and movies wherever you go, and watch them wherever you want" on AT&#38;T's 3G network. AT&#38;T doesn't allow much downloading over 3G. They have restrictive download limits on the 3G connection. 10MB limit for apps over 3G connection.

[macspirit]

To function as your phone it would of course have to have bluetooth, so you could use it with either a bluetooth headset or handsfree connectivity in your car. While your at it, convince our legislators to do something that's actually useful and ban anything but hands free cell phone use in the car. (But I digress...probably because I was hit from behind a few years ago by a girl on her cell phone.) The headset would come free with the AT&#38;T service plan, I would think.

[macspirit]

chrisx1: <br /> <br />I didn't realize AT&#38;Ts dl limits were so restrictive, but then they seem to be pretty restrictive all the way around, don't they? No tethering. No VoIP apps, etc. Oh, yeah...and that mulitimedia messaging...whatever it's called. Maybe they're just nervous because they know their network can't yet handle the volume of traffic that would be generated by those services, and in the case of VoIP they can't handle the competition. But then Apple can be very persuasive, and that contract is coming up for renewal. Hmmmm...

[Seaspray0]

It won't replace an iphone when it won't fit into your pocket.

[sanenazok]

"overseeing every aspect of the new tablet, especially its advertising and marketing strategy" That about sums up every Apple development - lots of effort on advertising and marketing. This will be one device that Apple won't be able to claim to have invented. <br /><br />Here's to Steve Jobs' health!

[OS11]

no, advertising and marketing are equal elements to product design, the iphone, mac, ipod wouldn't be the best in their fields based on just ads or marketing, they are great since they are wonderful, well designed products.<br /><br />apple never has claimed to invent something, but they are the first to perfect something and bring it to the masses... which is a skill no other computer, phone or music company do...

[supoman]

They should call it the netbook/kindle killer!! Although some people would never user it without a physical keyboard so netbooks would still hang around.

[myles taylor]

"a person familiar with the matter told the Journal." <br /><br />What does that mean....that their mom's sister knows someone who works for Apple and they told them that this might be happening. Not to mention the fact that this doesn't give anything new. Everything on there as basically known about.

[VisionAforethought]

Here's something I knocked up last night...<br /><br />http://visionaforethought.files.wordpress.com/2009/08/macpad_alex_b_oflife7.jpg

[The_happy_switcher]

Well we know it won't be half-assed like most Microsoft products.

[Seaspray0]

"we know..." Who is we? Speak for yourself when you make "half-assed" comments.

[kwhsy82]

What would you expect Jobs to be concentrating on when the company is launching a major new product, the dessert selection in the cafeteria? <br />Especially with Apple launching a product in category known for its failures? <br />And amazing news flash that Jobs is heavily involved in marketing? <br />Wow.

[Vegaman_Dan]

It's sorta interesting to see how the media is now just feeding off itself. There has been no information released by Apple, only rumors from insiders, the same insiders that have been notorious for intentionally spreading misinformation in the past to test and see where the rumors get started or to terminate leaks at Apple itself. <br /> <br />I would recommend something silly like waiting for Apple to release whatever it is they are working on. <br /> <br />Wouldn't it be a whole lot of egg on their face if the media built up this frenzy and... and... AND.... <br /> <br />...nothing happened.

[AppleSuxLeo]

It`s all a sham with Apple. They blast "110//70" up on the screen as if this means he is healthy. <br />While in reality he was dying of pancreatic cancer. What a joke.

[SiliconValleyJoe]

Troll. Did you know at the time that he was actually "dying"? You were speculating just the same, no? <br /><br />If you know anything about his specific form of pancreatic cancer, you will know that it is treatable and the only form that is close to curable. Furthermore, it can indeed spread to the liver and when that happens, it is hard to diagnose and not easy to identify. <br /><br />It is therefore quite likely that he is just like all other pancreatic cancer patient. Some did not even know the cells spread to the liver until it was too late, some found out as a surprise, some found out early enough to act decisively. <br /><br />Troll nevertheless, trying to bring up old topic. I hope you never get pancreatic cancer.

[Seaspray0]

No, no, no! Didn't you read the apple public statement months ago? It's a "hormone imballance".

[OS11]

Incorrect, he no longer had pancreatic cancer when that slide was presented. He was cured of that back in 2004.

[odubtaig]

What, no Moses jokes? OK, so he's been allowed back into the land of milk and honey but then he hasn't yet disgraced himself and has yet to deliver the whole of the holy message!<br /><br />Must be careful now, don't want to offend the the Church of Apple's faithful worshippers.

[play7]

With the world ECON this bad you think people are going to buy this? Please people not working = No money right ? Where are people going to money to buy this thing?