An iPad is pictured in September 2012. Apple's widely anticipated unveiling of its "iPad Mini" is expected to come on October 23, the Dow Jones technology website AllThingsD said Friday.

Apple Inc. is set to reveal a smaller, cheaper version of the iPad at an event on Oct. 23, according to several reports published Friday.

The reports from Bloomberg News, Reuters and the AllThingsD blog are based on unnamed sources with "familiar with the plans."

Apple Inc. hasn't said anything about a smaller tablet, a concept company founder Steve Jobs derided two years ago. But company watchers have assumed for months that an " mini" will appear before the holiday season.

The screen is reportedly about half the size of the iPad's, which measures 9.7 inches (25 centimeters) diagonally. Analysts speculate the starting price of the device could be about $299.

With the device, Apple could close an opening in the for rivals like Amazon.com Inc., whose Kindle Fire is half the size of the iPad and starts at $199. . and Barnes and Noble Inc. also sell tablets in the same size and price range.

The event would be three days before Microsoft Corp. releases Windows 8, the new version of its operating system. Microsoft will be releasing tablets with the software.

Apple shares rose $1.37, to $629.47 in afternoon trading.

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