An examination of Apple’s iPad strategy as the new iPad Pro goes on sale.

Written by Neil Cybart – May 17th, 2024.

The state of iPad is strong as Apple moves that much closer to its long-held goal of having the iPad become a magical piece of glass. If there is such a thing as an ideal state – a state of perfection – for iPad, Apple sure seems to be getting close. Of course, the company will never get to that point. Perfection is not an end state but rather a state of mind.

Apple has rightly resisted calls to morph iPad into a Mac hybrid. Criticism that the iPad has somehow fallen short of its initial expectations fail to acknowledge the product category’s positioning within the Apple ecosystem. iPad is a touch-first computer offering more versatility than any other Apple product category.

With the iPad Pro cementing its place as the marquee iPad, a discussion regarding the new iPad Pro will inevitably evolve into a discussion about the current state of the iPad.

We begin such a discussion by looking at the iPad’s early days.

Table of Contents

History
The New iPad Pro
iPad Strategy
Criticism
My iPad Theory
Future

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Hello everyone. We will begin today’s update with some words on Apple’s upcoming product event. The discussion will then turn to Apple Vision Pro.

Apple Announces May Product Event

Yesterday, Apple sent out invites to a product event taking place virtually on May 7th.

Based on the event invite artwork, it’s safe to say we are going to see a new Apple Pencil and some iPad updates. Rumors point to Apple updating the iPad Pro and iPad Air segments of the iPad line.

Tim Cook’s tweet about the event hints at an Apple Pencil update.

Last October, Apple unveiled an Apple Pencil with a USB-C charging port which had fewer features than the Apple Pencil (2nd gen). Apple didn’t call the new pencil Apple Pencil (3rd gen). Instead, it’s Apple Pencil (USB-C). This would suggest that we may see a true 3rd gen Apple Pencil next month. For much more on Apple Pencil strategy, check out the October 17th update where we take a deep dive into all things Apple Pencil.

Taking a step back, expectations for this

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Subscribe $200/year

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An audio version of the newsletter is available to members who have the podcast add-on attached to their membership. More information about the podcast add-on is found here. Special Inside Orchard bundle pricing is available for Above Avalon members. Additional membership customization is available via the Financial Models add-ons.

iPad Pro and the Goal of Perfection (Above Avalon Report)

Apple Announces May Product Event, Apple Vision Pro Sales Noise, A Few Suggestions for Apple