I’m blind to adjectives (and quotations) in press releases. That’s part of my education as a tech journalist, so I must really pay attention to read words like epic, groundbreaking, gorgeous or stunning.
But Apple and others have to try. Their mission is to
make the world a better place sell products, and you often can’t be neutral when you do that at your company. Apple must do something else with the new iPad Pro: revive the category that’s suffering a lot.
The iPad Pro is a niche product. It escapes from that family target and identifies itself as a very special laptop replacement. One that is really a tablet, but that can outperform real laptops. The trade-off is evident, and there are three letters that define it:
The strange thing about the iPad Pro is that it validates what Microsoft did with the Surface, but it does with that significant change. You can be quite productive with iOS, I guess, but that stubbornness is irritating. Apple, you’re competing with your own MacBook and MacBook Air (both on price and/or dimensions), so why would I decide an iPad Pro is better than that?
I guess the Apple Pencil is the only good answer for that.
I don’t know if that would be enough to save the iPad, but I predict the rest of the models will follow. Why do the Apple Pencil makes sense in the iPad Pro and not in the rest of the iPad family?
It does, and even the Smart Keyboard applies to that idea. But paying $799 for the ability to draw in a powerful tablet is something I wouldn’t recommend to anyone but artists and design professionals.
The rest will do far better with a laptop or a tablet. Or a smartphone, for that matter.