Apple recently introduced its latest iPad lineup in an effort to revitalize its slowing tablet market. The company showcased new versions of its iPad Pro and iPad Air tablets, along with an upgraded Apple Pencil Pro, in a live streamed event from its headquarters in Cupertino, California. Apple’s CEO Tim Cook called it “the biggest day for iPad since its introduction” as the company unveiled the powerful new custom M4 processor for the iPad Pro, offering 4 times the performance of previous models.
The new iPad Pro features two sizes, 11 inches and 13 inches, with the 11-inch model being the thinnest yet at 5.1 mm and less than a pound. The iPad Pro display utilizes two OLED panels to enhance brightness and is available in silver and space black finishes. The iPad Air, for the first time, also comes in the same two sizes as the iPad Pro. It is powered by Apple’s custom M2 processor, with a faster GPU and neural engine that is 50% faster than the previous iPad Air, providing better support for AI-powered software.
In addition to the new iPads, Apple introduced an upgraded Apple Pencil with a new squeeze function for easier access to tools and drawing layers, as well as haptic feedback. The Apple Pencil also supports Find My to help locate it if misplaced. Apple also unveiled a redesigned Magic Keyboard with a haptic trackpad, making the iPad more laptop-like. Key apps such as Final Cut received significant upgrades, including AI-based audio editing capabilities.
The new iPad lineup is available for pre-order and will be in stores next week. This announcement comes after Apple reported a 17% decline in iPad revenue for its latest quarter, with plans for double-digit growth in the upcoming quarter. Apple also reported a 4% decline in first-quarter revenue, attributing struggles to growth challenges in China and an uncertain economic landscape. In response, the company announced a $110 billion share buyback, the largest in its history, as iPhone sales declined 10%.
Analysts believe that the introduction of the iPad Pro’s new M4 chip and significant performance improvements could rejuvenate consumer interest in the iPad lineup. Ben Wood, a chief analyst at CCS Insight, highlighted the emphasis on artificial intelligence in Apple’s latest products and its efforts to regain the initiative in this area, anticipating generative AI tools to be introduced in the near future. Apple sees generative AI as a key opportunity across its products, with Cook hinting at upcoming advancements in this area.
