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Steve Jobs's new trick: the Apple tablet | Technology | The Observer

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It must mean that an <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/apple">Apple</a> product launch is on the way.</p><p>The company that makes the Mac computer, iPod music player and iPhone is reportedly poised to launch a tablet computer – small enough to carry in a handbag or briefcase but big enough to comfortably surf the web, read newspapers and watch films. It could be Apple's latest billion-dollar jackpot.</p><p>Months of rumour and hype have reached a crescendo in recent days with <a href="http://web.archive.org/web/20090826143717/http://mashable.com/2009/07/27/apple-tablet/" title="Mashable.com: Apple Tablet May Launch in September">Mashable.com: Apple Tablet May Launch in September</a> and be in the shops by Christmas. Such is the fascination with all things Apple that blogs are humming with speculation and a new mention of the tablet crops up on Twitter around every eight minutes.</p><p>"The Apple magic is great technology and great marketing," said Leander Kahney, a blogger and author of <a href="http://web.archive.org/web/20090826143717/http://www.cultofmac.com/" title="The Cult of Mac"><em>The Cult of Mac</em></a>. "We've seen it with the iPod, the iPhone and, before that, the Mac. That's why this is so exciting."</p><p>He added: "They've been working on this for the past six years. People expect it to be the ultimate Apple surprise. This thing will knock people's socks off."</p><p>Apple product launches are celebrated rituals where the talismanic Jobs, in black sweater and jeans, stands on a stage in San Francisco and unveils the company's latest innovation, cheered by adulatory crowds with near religious fervour. The Californian giant has sold more 200 million iPods since their launch in 2001.</p><p>Famously secretive, Apple has refused to comment on the tablet speculation. But Tim Cook, its chief operating officer, recently hinted that the company was working on something "very innovative". Jobs – now back at work after a six-month leave of absence following a liver transplant – is thought to have been personally involved in the development of the device over the past two years.</p><p>The tablet is rumoured to be any size and scale between the iPhone and the MacBook laptop. Some have described the tablet as a "Kindle-killer", potentially usurping the Amazon Kindle and other electronic book readers. It would be billed as a solution for people who work a lot on the move but don't want to carry a laptop. What experts believe would set the tablet apart would be that, instead of a keyboard, it would use a touch-sensitive screen. Kahney said: "Apple will totally rejig the <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/computing">computing</a> experience. You won't manipulate a keyboard and mouse any more but rather use an intuitive touchscreen. It will very tactile. It will be a whole new paradigm."</p><p>It might also prove the launchpad for an "iTunes for newspapers", allowing commuters to read news on screen instead of in print. Even magazines might be reproduced convincingly on the high-resolution screen. Kahney said: "Instead of reading a review of a band, you could have audio and video embedded and listen to them and watch them being interviewed."</p><p>Expectations flared recently when Gene Munster, a technology research analyst, said that he had had <a href="http://web.archive.org/web/20090826143717/http://brainstormtech.blogs.fortune.cnn.com/2009/08/07/apples-1-2-billion-tablet-computer/?source=yahoo_quote" title="discussions with an Asian component supplier">discussions with an Asian component supplier</a> that claimed to have received orders for a touchscreen device which needed to be filled by the end of the year. Munster took this as evidence that Apple would launch a tablet in early 2010.</p><p>He estimated that an Apple tablet, with an onscreen keyboard like the iPhone, would cost around $600 (£363), putting it between the highest-end iPod Touch at $399 and the MacBook, which starts at $999. At $600, Munster calculated that sales of 2 million tablets could add $1.2bn (£727m) to Apple's sales next year.</p><p>Sales of Apple laptops are stalling as they face competition from netbooks, the smaller and lighter laptops that have proved popular among students. Rival companies have also introduced tablets but lack the hype that guarantees Apple mountains of free publicity.</p><p><a href="http://web.archive.org/web/20090826143717/http://www.andfinally.com/" title="andfinally.com">andfinally.com</a>, a technology author and blogger, warned, however, that Apple's run of dramatic breakthroughs was unlikely to last for ever. "If <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/stevejobs">Steve Jobs</a> stands up and announces this, it could be his last hurrah. The technology industry has matured and, unless Apple does something completely unexpected, we have a pretty good idea what this will look like. The world has been shaped by technology in such a way that it is no longer surprising."</p> </div> </div> <div id="related"> <ul id="article-toolbox-side"> <li class="printable"><a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/2009/aug/23/apple-tablet-steve-jobs-touchscreen/print" rel="nofollow" id="printlink" class="printable rollover" title="Link to a printer-friendly version" name="&amp;lid={pageToolbox}{Printer-friendly version}&amp;lpos={pageToolbox}{1}"><img src="http://web.archive.org/web/20090826143717im_/http://static.guim.co.uk/static/78272/common/images/icon_print.gif" alt="Print this" class="trail-icon"/><span>Printable version</span></a></li> <li><a class="rollover sendlink" href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/email/351963673" title="Opens an email form" name="&amp;lid={pageToolbox}{Email a friend}&amp;lpos={pageToolbox}{2}"><img 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class="section"> <h1>Steve Jobs's new trick: the Apple tablet</h1> This article was first published on <a href="http://web.archive.org/web/20090826143717/http://observer.guardian.co.uk/" name="&amp;lid={historyByline}{The Observer}&amp;lpos={historyByline}{3}">guardian.co.uk</a> at 00.06 BST on Sunday 23 August 2009. 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id="att-most-viewed" class="att-tabs att-toggle-pane"> <div class="capsule" id="most-viewed"> <div id="most" class="tabs-container"> <p>Last 24 hours</p> <ol> <li class="first"> <span class="rank">1.</span> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/2009/aug/25/file-sharing-internet">Internet cut-off threat for illegal downloaders</a> </li> <li> <span class="rank">2.</span> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/2009/aug/26/microsoft-race-gaffe">Microsoft apologises over race-swap gaffe</a> </li> <li> <span class="rank">3.</span> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/media/2009/aug/25/internet-file-sharing-digitalbritain">Government details proposed filesharing crackdown</a> </li> <li> <span class="rank">4.</span> <a 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</li> <li> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/2009/aug/26/microsoft-race-gaffe" name="&amp;lid={latestFromSection}{Microsoft apologises over race-swap gaffe}&amp;lpos={trail}{2}" class="link-text">Microsoft apology over race-swap gaffe</a> </li> <li> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/music/2009/aug/25/bob-dylan-gps-voice" name="&amp;lid={latestFromSection}{Take a left on Lonely Avenue: Bob Dylan may lend his voice to a GPS syst}&amp;lpos={trail}{3}" class="link-text">Dylan may lend his voice to GPS system</a> </li> <li> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/2009/aug/23/apple-tablet-steve-jobs-touchscreen" name="&amp;lid={latestFromSection}{Apple and Jobs set to reinvent our lives again with tablet computer}&amp;lpos={trail}{4}" class="link-text">Steve Jobs's new trick: the Apple tablet</a> </li> <li> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/gamesblog/2009/aug/25/batman-arkham-asylum-ps3-xbox360" name="&amp;lid={latestFromSection}{Game review | Batman: Arkham Asylum for PS3 and Xbox 360}&amp;lpos={trail}{5}" class="link-text">Batman: Arkham Asylum</a> </li> <li><a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/all">All today's stories</a></li> </ol> </div> <div id="att-most-commented" class="att-tabs att-toggle-pane initially-off"> <p>Last 24 hours</p> <ol> <li><span class="rank">1.</span> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/gamesblog/2009/aug/24/games2" name="&amp;lid={mostCommentedFromSection}{Chatterbox Wednesday}&amp;lpos={trail}{1}" class="link-text">Chatterbox Wednesday</a> </li> <li><span class="rank">2.</span> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/media/2009/aug/25/internet-file-sharing-digitalbritain" name="&amp;lid={mostCommentedFromSection}{Government announces file-sharing crackdown}&amp;lpos={trail}{2}" class="link-text">Government details proposed filesharing crackdown</a> </li> <li><span class="rank">3.</span> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/2009/aug/24/filesharing-political-party" name="&amp;lid={mostCommentedFromSection}{Pro-filesharing political group targets youth vote at next election}&amp;lpos={trail}{3}" class="link-text">Pro-filesharing political group targets youth vote at next election</a> </li> <li><span class="rank">4.</span> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/2009/aug/26/microsoft-race-gaffe" name="&amp;lid={mostCommentedFromSection}{Microsoft apologises over race-swap gaffe}&amp;lpos={trail}{4}" class="link-text">Microsoft apologises over race-swap gaffe</a> </li> <li><span class="rank">5.</span> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/technology/gamesblog/2009/aug/24/games-xbox" name="&amp;lid={mostCommentedFromSection}{First PS3, now Xbox 360 to get price cut and re-design?}&amp;lpos={trail}{5}" class="link-text">First PS3, now Xbox 360 to get price cut and re-design?</a> </li> </ol> </div> </div> </div> </div> <div class="capsule reader-offers sponsored-features commercial"> <ul> <h3>Gadgets from the Guardian shop</h3> <li> <img src="http://web.archive.org/web/20090826143717im_/http://roffers.guim.co.uk/mall/GOTruebellUKLtd/customerimages/products/t_TRUEXS10SR.jpg" alt="Casio EX-S10 Exilim 10 megapixel digital camera"/> <h5><a href="http://web.archive.org/web/20090826143717/http://www.guardianoffers.co.uk/mall/productpage.cfm/GuardianOffers/TRUEXS10SR/119271">Casio EX-S10 Exilim 10 megapixel digital camera</a></h5> <p>The slimmest 10MP compact camera in the world with free leather carry-case and 1GB SanDisk memory card.</p> <p class="price">From: &pound;199.95</p> </li> <div class="links"> <ul class="reader-offers-links"> <li class="first"><a href="http://web.archive.org/web/20090826143717/http://www.guardianoffers.co.uk/mall/departmentpage.cfm/GuardianOffers/_119268/1/Technology">Browse more technology products</a></li> <li><a href="http://web.archive.org/web/20090826143717/http://www.guardianoffers.co.uk/">Visit the Guardian reader offers shop</a></li> </ul> </div> </ul> </div> <div class="capsule bookshop-books sponsored-features commercial"> <h3>Free P&amp;P at the Guardian bookshop</h3> <ul class="books"> <li class="odd"> <div class="book-cover"> <a href="http://web.archive.org/web/20090826143717/http://www.guardianbookshop.co.uk/BerteShopWeb/viewProduct.do?ISBN=9780718155728" name="&amp;lid={bookshop}{Economy Gastronomy|picture|Technology}&amp;lpos={bookshop}{1}"> <img src="http://web.archive.org/web/20090826143717im_/http://static.guim.co.uk//thirdparty/bookshop/hbA/9780718155728.jpg" alt="Economy 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name="&amp;lid={bookshop}{Moral Clarity|link|Technology}&amp;lpos={bookshop}{4}">Moral Clarity</a></li> <li class="book-price">£20.00 with free UK delivery</li> </ul> </div> </li> </ul> <ul class="vertical-links"> <li> <a href="http://web.archive.org/web/20090826143717/http://www.guardianbookshop.co.uk/BerteShopWeb/showSubCategories.do?categoryCode=614" name="&amp;lid={bookshop}{Browse more science and nature books}&amp;lpos={trail}{5}" style="display: inline;">Browse more science and nature books</a> </li> <li> <a href="http://web.archive.org/web/20090826143717/http://www.guardian.co.uk/buybooks" name="&amp;lid={bookshop}{Buy books}&amp;lpos={trail}{6}" style="display: inline;">Buy books from the Guardian Bookshop</a> </li> </ul> </div> <div class="capsule" id="most-viewed"> <div id="most" class="tabs-container"> <h3>Most viewed on guardian.co.uk</h3> <ul class="tabs javascript-on"> <li id="most-1-link"> <a href="#most-1" class="active">24 hours</a> </li> <li id="most-2-link"> <a 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name="industry" value="211"/> </fieldset> </form> <p class="find-a-job"> <a href="http://web.archive.org/web/20090826143717/http://jobs.guardian.co.uk/jobs/it-and-telecoms?gusrc=gu_jobs_box_Technology&amp;link=Technology_jbx_brsesec" name="&amp;lid={jobsBox}{Browse technology jobs}&amp;lpos={jobsBox}{1}">Browse technology jobs</a> </p> <ul class="jobs"> <li class="odd"><h4> <a href="http://web.archive.org/web/20090826143717/http://jobs.guardian.co.uk/job/902868/senior-digital-creativeart-director?RSSSearch=0&amp;gusrc=gu_jobs_box_Technology&amp;link=Technology_jbx_vac" name="&amp;lid={jobsBox}{Senior Digital Creative/Art Director|Technology}&amp;lpos={jobsBox}{2}">Senior Digital Creative/Art Director</a></h4> <p><span class="employer">bespoke careers.</span></p> <p><span class="location">this is an amazing opportunity to work with a glob&hellip;.</span></p> <p><span class="wage">upto 70k.</span></p> </li> <li><h4> <a href="http://web.archive.org/web/20090826143717/http://jobs.guardian.co.uk/job/900753/php-web-developer?RSSSearch=0&amp;gusrc=gu_jobs_box_Technology&amp;link=Technology_jbx_vac" name="&amp;lid={jobsBox}{PHP Web Developer|Technology}&amp;lpos={jobsBox}{3}">PHP Web Developer</a></h4> <p><span class="employer">altitude recruitment.</span></p> <p><span class="location">newcastle upon tyne.</span></p> <p><span class="wage">£20000 - £25000 per annum.</span></p> </li> <li class="odd"><h4> <a href="http://web.archive.org/web/20090826143717/http://jobs.guardian.co.uk/job/902775/business-director-direct-response-media-agency?RSSSearch=0&amp;gusrc=gu_jobs_box_Technology&amp;link=Technology_jbx_vac" name="&amp;lid={jobsBox}{Business Director Direct Response Media Agency|Technology}&amp;lpos={jobsBox}{4}">Business Director Direct Response Media Agency</a></h4> <p><span class="employer">reilly people.</span></p> <p><span class="location">business director direct response media. central l&hellip;.</span></p> <p><span class="wage">to £60K + Benefits.</span></p> </li> </ul> <script type="text/javascript"> //<![CDATA[ function doSearchAllSubmitUK( form ) { var jobsSectionToSearch = 'it-and-telecoms'; var freeText = 'technology'; var searchTextField = document.getElementById( 'freetext-searchalljobs' ); var keywordElem = document.getElementById( 'keyword-searchalljobs' ); var isSectionSearch = function() { return jobsSectionToSearch != ''; } var textIsModified = function() { if( isSectionSearch() ) { return ( searchTextField.value != 'Search all ' + freeText + ' jobs' ); } return ( searchTextField.value != 'Search all jobs' ); } if( !textIsModified() ) { keywordElem.value = ''; if( isSectionSearch() ) { form.action = 'http://web.archive.org/web/20090826143717/http://jobs.guardian.co.uk/jobs/it-and-telecoms'; return true; } form.action = 'http://web.archive.org/web/20090826143717/http://jobs.guardian.co.uk/'; return true; } keywordElem.value = searchTextField.value; if (isExternalSystemOn("hbx")) { _hbLink( '{jobsbox-searchalljobs}', '{jobsbox-searchalljobs}{1}' ); } return true; } //]]> </script> </div> </div> <div id="global-jobs-2" class="global-jobs-pane tab-toggle-pane initially-off"> <h3 class="js-hider">USA</h3> <div class="capsule jobsbox"> <form action="http://web.archive.org/web/20090826143717/http://www.guardianjobs.com/" onsubmit="return doSearchAllSubmitUSA( this );"> <fieldset> <input type="text" class="text plain-search" id="freetext-searchalljobs" name="q" value="Search all technology jobs" onfocus="this.value='';"/> <input type="hidden" name="csr" value="it-and-telecoms"/> <input type="hidden" name="keyword" id="keyword-searchalljobs" value=""/> <input type="submit" class="submit" name="go" value="Go"/> <input type="hidden" name="gusrc" value="gu_jobs_box_Technology"/> <input type="hidden" name="link" value="Technology_jbx_go"/> <input type="hidden" name="industry" value="211"/> </fieldset> </form> <p class="find-a-job"> <a href="http://web.archive.org/web/20090826143717/http://jobs.guardian.co.uk/jobs/it-and-telecoms?gusrc=gu_jobs_box_Technology&amp;link=Technology_jbx_brsesec" name="&amp;lid={jobsBox}{Browse technology jobs}&amp;lpos={jobsBox}{1}">Browse technology jobs</a> </p> <textarea id="jobs-box-usa-textarea" style="display:none;"> {for result in results} <li> <h4> <a href="${result.url}">${result.jobtitle}</a> </h4> <p> <span class="description">${ result.snippet }</span> <span class="location">${ result.state }</span> </p> </li> {/for} </textarea> <script type="text/javascript"> //<![CDATA[ var userip = '67.202.59.141'; var country = 'usa'; var isUSA = (country.toLowerCase() == 'usa') ? true : false; var jobsBoxView = new guardian.r2.JobsBoxView('jobs-box-usa', 'jobs-box-usa-textarea'); var jobsBoxService = new guardian.r2.JobsBoxService('%22Technology%22', userip); /* category, location */ var jobsBoxController = new guardian.r2.JobsBoxController(jobsBoxView, jobsBoxService, isUSA); //view, service, locationIsUSA //]]> </script> <ul id="jobs-box-usa" class="jobs"> <li class="javascript-on">Loading jobs...</li> </ul> <p class="attribution javascript-on"><a href="http://web.archive.org/web/20090826143717/http://www.indeed.com/">jobs</a> by <a title="Job Search" href="http://web.archive.org/web/20090826143717/http://www.indeed.com/"><img alt="Indeed job search" src="http://web.archive.org/web/20090826143717im_/http://static.guim.co.uk/static/78272/common/images/icon_usjobs.gif" width="54" height="19"/></a></p> <script type="text/javascript"> //<![CDATA[ function doSearchAllSubmitUSA( form ) { var jobsSectionToSearch = 'it-and-telecoms'; var freeText = 'technology'; var searchTextField = document.getElementById( 'freetext-searchalljobs' ); var keywordElem = document.getElementById( 'keyword-searchalljobs' ); var isSectionSearch = function() { return jobsSectionToSearch != ''; } var textIsModified = function() { if( isSectionSearch() ) { return ( searchTextField.value != 'Search all ' + freeText + ' jobs' ); } return ( searchTextField.value != 'Search all jobs' ); } if( !textIsModified() ) { keywordElem.value = ''; if( isSectionSearch() ) { form.action = 'http://web.archive.org/web/20090826143717/http://www.guardianjobs.com'; return true; } form.action = 'http://web.archive.org/web/20090826143717/http://www.guardianjobs.com'; return true; } keywordElem.value = searchTextField.value; if (isExternalSystemOn("hbx")) { _hbLink( '{jobsbox-searchalljobs}', '{jobsbox-searchalljobs}{1}' ); } return true; } //]]> </script> </div> </div> </div> </div> <div id="intrusive"> <script type="text/javascript"> //<![CDATA[ if(isExternalSystemOn("displayads")) { buildIntrusiveAd('http://web.archive.org/web/20090826143717/http://ads.guardian.co.uk', 'broadband', '-950358190', 'corporateit', '%2CApple%2B%28Technology%29%2CSteve%2BJobs%2B%28Technology%29%2CComputing%2B%28Technology%29%2CDesign%2B%28Art%2Band%2Bdesign%29%2CUK%2Bnews%2CGadgets%2B%28Technology%29%2C', 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