Why early Android tablets had strange shapes and failed to beat the iPad

In 2011, Android tablets used 2 screens and folded shapes to try and look different from the iPad. These designs failed because the apps were just big versions of phone apps.
By Newsroom | Technology, History |

In the early 2010s, the landscape of tablet computing was largely defined by the iPad. As Android manufacturers entered this burgeoning market, they encountered significant challenges in distinguishing their devices and capturing consumer interest. This period was characterized by a range of experimental designs and features as companies sought to find a winning formula, leading to tablets that deviated from conventional expectations. The lack of a tablet-specific interface for Android at the time compounded these difficulties, resulting in a market filled with unique, and at times, peculiar offerings.

The Search for a Tablet Identity

The introduction of Android tablets into the market coincided with a period of rapid innovation in mobile technology. However, unlike the iPhone which established a clear design and user experience paradigm, early Android tablets faced an uphill battle.

  • Competitive Pressure: The iPad had already set a benchmark, and Android manufacturers struggled to offer compelling alternatives.

  • Software Gaps: A key hurdle was the absence of a tablet-optimized Android interface. Apps often appeared as scaled-up versions of their phone counterparts, leading to a less than ideal user experience on larger screens.

  • Manufacturer Experiments: Faced with this uncertainty, companies experimented broadly. This included:

  • Unique form factors, such as the Sony Tablet P with its dual-screen design, intended for ergonomic handling.

  • Integration with gaming, as seen with Sony's Tablet S, which had ties to its PlayStation division.

  • Efforts to redefine usability, like the Samsung Galaxy Tab's dual-mode functionality for different viewing scenarios.

Design Diversification and Productive Gaps

The drive to innovate led to some distinct and memorable designs, though not all achieved commercial success.

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  • Ergonomic Explorations: The Sony Tablet S was noted for its "tapered" or "folded paper" design, aiming for a more comfortable grip. This was a notable departure from the uniform slabs of its contemporaries.

  • Dual-Screen Concepts: The Sony Tablet P presented a highly unconventional dual-screen setup, folding like a clamshell. While innovative, its practical utility and software support were often questioned.

  • Form Factor Adaptations: Manufacturers grappled with how users would hold and interact with larger screens. Was the tablet to be a giant phone, or something else entirely? This fundamental question influenced many design choices.

Google's Evolving Stance

Google's approach to Android on tablets also evolved, impacting the market's trajectory.

  • Dedicated OS Versions: Google's release of Android 3.0 Honeycomb was a significant effort to create an operating system specifically tailored for tablets.

  • Optimization Issues: Despite this dedicated version, the optimization of third-party applications for Honeycomb proved problematic, hindering the overall tablet experience.

  • Shifting Priorities: By the time of Android Pie, Google's reduced focus on tablets was evident, with a lack of tablet developer previews and the temporary removal of tablet-specific pages from its website, signals that the market for Android tablets had considerably shrunk.

Market Reception and Lingering Questions

The early Android tablet market was a mixed bag, with innovative devices often failing to resonate with a broad audience.

  • Limited Appeal: Devices like the Nexus 10, despite capable hardware, faced challenges in providing compelling use cases that justified their purchase over competing devices, including iPads or smaller Android tablets.

  • "Weirdness" Factor: Many of these early tablets are now remembered for their unusual features and designs, a testament to the manufacturers' attempts to carve out a niche.

  • Commercial Outcomes: Several notable early Android tablets, including the Sony Xperia Play, Tablet S, and Tablet P, are considered commercial disappointments. This suggests that while innovation was present, the execution or market timing may have been misaligned.

Expert Analysis

The challenges faced by early Android tablets were multifaceted, involving hardware, software, and market strategy.

"Manufacturers just didn’t know what would get someone to choose an Android tablet. So they tried a bunch of weird stuff." - How-To Geek

This sentiment encapsulates the experimental nature of the period. The absence of a clear product-market fit meant that a wide array of features and designs were deployed in the hope of finding a successful model.

"Google has not released another Android tablet since. That speaks volumes about Google's weariness for Android on tablets." - Android Police

This observation from 2018 highlights a perception of Google's waning commitment to the tablet sector, a sentiment that continued to shape the market.

Conclusion

The early years of Android tablets were a period of significant experimentation driven by a lack of clear direction and intense competition. Manufacturers introduced a variety of unconventional designs and features in an effort to establish a foothold against dominant players like Apple. Despite efforts by Google to optimize the operating system with versions like Honeycomb, challenges with app compatibility and a perceived lack of focus from Google itself contributed to the struggles of many Android tablets. This era ultimately produced devices that are remembered more for their unique eccentricities than for market dominance, underscoring the difficulties in defining and executing a successful tablet strategy in a rapidly evolving technological landscape. The legacy of these early devices lies in the lessons learned about user experience, design innovation, and market positioning.

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Frequently Asked Questions

Q: Why did companies like Sony make tablets with two screens or folded shapes in 2011?
Companies made strange shapes because they wanted to look different from the Apple iPad. For example, the Sony Tablet P had two screens and folded like a book, but it was hard to use because most apps were only made for small phones.
Q: What was the main problem with Android tablet apps in the early 2010s?
The biggest problem was that apps were just stretched-out versions of phone apps. This made the tablet screen look empty and messy, which made people choose the iPad because it had apps built specifically for a large screen.
Q: How did Google try to fix the tablet software problem with Android 3.0 Honeycomb?
Google released Android 3.0 Honeycomb in 2011 as a special system just for tablets. However, it did not succeed because app developers did not update their programs to fit the new design, leaving the user experience feeling broken.
Q: Why did Google stop focusing on making Android tablets after the Nexus 10?
Google noticed that sales were very low compared to the iPad and smaller phones. By 2018, Google removed tablet-specific pages from its website and stopped making its own tablets to focus on the more successful phone market.
Q: What happened to the Sony Tablet S and Tablet P in the retail market?
Both the Sony Tablet S and Tablet P were commercial failures and did not sell many units. Even though they could play PlayStation games and had unique shapes, they were too expensive and too unusual for most regular customers to buy.