Report: Apple's 'iPad Mini' to be Unveiled Oct 23

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

Reports have been swirling for months about the smaller version of the market-leading iPad, but Apple has made no comment.

The report, citing "people familiar with Apple's plans," said the invitation-only event will be on a Tuesday, breaking with the company's tradition for Wednesday announcements.

If confirmed, it will come three days prior to the release of Microsoft's new Surface tablet and two days before Apple reports quarterly earnings.

The Wall Street Journal, also part of Dow Jones, has reported that Apple has begun production of 10 million of the new iPads.

Various reports have cited the specifications of the new tablet and some pictures have also leaked. It is expected to have a screen of 7.85 inches (20 centimeters) compared with 9.7 inches for the current iPad.

The 10-inch iPad has long dominated the tablet market, but faces a growing challenge from smaller models like Amazon's Kindle Fire, the Google Nexus 7 and the Samsung Galaxy.

Apple shares were up 0.5 percent at $628.58 in midday trade.