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The word "value" appears four times in that press release. I sense a theme in the marketing this week.
The next day and the cheapest thing seems to be $1k (base M5 MacBook Air) sitting alongside new MacBook Pro variants and Studio Display XDR :D.

I hope the budget MacBook appears this week nonetheless.

Heavier than the iPad Pro. Again. Still.
My current iPad is the iPad Air 3 (the one with the backlight issue that's never been acknowledged, to my understanding.)

Can someone explain to me why an iPad at all, let alone an iPad Air, needs as powerful a processor as a M4? That's stronger than my laptop (a M2) where I run multiple VMs and more.

Some creative workflows genuinely benefit from the tablet form factor. I often do serious photo editing on the iPad because I have access to Apple Pencil, and, somehow, holding the thing in my hands like an actual physical object activates some different more analog brain region for me than using a laptop / desktop, and it’s helpful to my creative process. Lightroom for iPad is quite capable but it requires some power.

And then visual artists are often using Procreate, and those files can get heavy as well.

Plus, it’s nice to carry my iPad around with me in a sling and work in a cafe whenever I feel like it. I wouldn’t want to do that with my 16” MBP.

I wonder if a big part of it is simplification at Apples end. It’s just easier and more cost effective to make more M4s regardless of where they end up?
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Memory increase to 12GB, guess they still have reasonable pricing.
I wish Apple hadn't decided that colors weren't for pro users. I would love to have any of those.
That's true of most OEM's. Most phones will be cases so I can at least understand that argument, but I don't think as many tablets are in cases.
I'm about to head to the gym with my 12.9-inch 2017 vintage iPad Pro, which is still going strong. I prop it up on the elliptical trainer every other day or so for entertaining me while I grind out an hour of cardio. I use it for reading, watching YouTube, listening to music, audiobooks, etc. It's been my regular gym buddy for years, and is showing no signs of needing to be replaced.

It's stuck on iPadOS 17.7.10, which is fine. I can only imagine that these new generation iPads will easily go for the next 10 years.

I bought and iPad Mini Nov 20th, 2013, and it still works. Slow, but it does. Enough for my daughter to watch YT Kids here and there.
I have the 2g iPad pro (I think I bought it in 2020 before the pandemic?). I keep looking for an excuse to replace it but it just works so well there isn't much to get from a new one.
Yeah same here, stuck on the 2018 one coz its still great.
Same! Reading through that announcement about MOAR power and AI and all I can think is, "This can't possibly play YouTube videos at me on my spin bike any better than my iPad from 8 years ago..."
There is no greater punishment for a corporation’s shareholders and employees than making a product so good and so reliable it doesn’t need to be replaced for a very long time.
Which is... an odd thing to say because Apple's support is ~7 years nowadays, which is more than most of their competition, and their devices are not EOL by then. And yet they're one of the biggest / wealthiest companies in the world.

I think your comment is incorrect. some companies / shareholders push for planned obsolescence, but I can't accuse Apple of that.

Same here. Sucks that Netflix is no longer supported but YouTube works great.
Lightning cable unfortunately has a shelf life. My current SE2 barely seats the cable appropriately in the connector and if you look at it wrong it stops charging.
My iPad 2011 is still going strong, except that my Airpods Pro won't talk with them anymore.

So should I buy a second pair of work-out earphones or a new tablet? A new tablet would give me back access to app store and many apps, which are no longer compatible with this old slab, but at least Amazon Prime Video and most importantly, VLC still works.

How was the battery held up? I have the same one, but the battery lasts only 25 minutes max, pretty sure it's shot. Any tips on making sure battery lasts a while? I might even switch out the battery myself.
An old iPadOS means an old safari, which means some of the websites are going to get suspicious. I remember one day not being able to open any Cloudflare website.
Honestly this is iPads biggest problem. My is from 2019, and there’s just no reason to upgrade, unlike a phone I don’t need it to have a better camera or be lighter or whatever. They nailed it years ago and the hardware is so good the software never really challenges it.
Old ipads are great until apps start not working with the OS. I have a 2017 and Disney+ just dropped support for my current OS version and I can't update further.
Maybe the web version still works? Worth a try.
I also have and use this iPad. Mainly for procreate and watching things.

Even at 9 years old, I don't see myself upgrading in the foreseeable future.

My iPad Pro must by the model ahead of yours. I just upgraded the OS to v26 and it’s awful - sluggish, jittery, inconsistent typing experience - borderline unusable for a fast work environment. With no downgrade option I’m forced to buy a new one for work and relegate the older device to entertainment or kids use only.

Being stuck on v17 is a feature for the older A-series chipset.

Lifespan of Apple products continues to amaze me even if it should not.
Yeah, I think the number 1 use case for tablets is "portable TV" followed by "makeshift touchscreen kiosk". It really doesn't need a lot of features. I have an iPad setup as a little home dashboard and it's literally stuck on iOS 9 but it does it's job.
The newer have worse ergonomics than the old ones. I used to use my previous ipads all the time for reading, but now I find them all fairly uncomfortable for reading and end up not using them. Slightly tempted to sell them and get older models tbh
This is an incredible piece of hardware, I just don't know what to do with it

how is music production on it these days?

It runs PlugData, the plugin version of Pure Data! You can easily bring down the best iPad processor with the circuit~ object. ;)
I really like this setup:

iPad + Korg microKEY-37 + KORG Gadget 3 + all a bunch of KORG apps

No subscriptions. Keyboard is wireless but no noticeable latency. In my workflow I pretty much never need more keys but if I do I just use a MIDI adapter and plug a larger keyboard.

KORG apps go on 50% sale several times every year.

Drawing on it is incredible, reading papers work well also but a folding phone is better.
To me, the tablet form factor is dead with the arrival of the trifold.

90% of the people who use tablets I know (including myself) only has four use case: watching video, reading PDF and comics, taking notes, and playing mobile games.

All of which are very mobile-oriented tasks that are done on tablets solely for their screen sizes. With trifold bridging the gap between screen sizes and, more importantly, screen ratios, I would love to merge them into one device. This is in contrast with laptops, whose differences in OS and use cases are, to me, much bigger and necessary.

Of course, right now they are very much afar from consumers' pockets due to price and reliability. But normal foldables were once in the exact same state, and the fact that Apple is releasing one soon is a sure tale sign of the future of foldables.

I love my iPad, best TV i have ever owned.
Tangential, iPadOS 26 is absolutely unusable on iPad Minis. Who needs window management on an 8" screen?
Bet they were hoping for a quieter news week for these announcements.
Please do not buy any Apple products until Tim Cook takes that gold bar back from Trump? Thanks.
The Pro really looks like it's struggling for a reason to exist given how much cheaper this will be and the difference in feature set.
The pro has the perfect form factor for sheet music. Absurd over kill in terms of other hardware, but there's really no alternative for musicians (other than paper).
Any chances of getting a new Apple TV 4k this week in time for F1 launch on AppleTV+?
No side profile pics on the page. My only concern would be can it lay flat on a table for taking notes or does it have a camera bulge that makes it wobble?
I still have no idea wht to do with my previous gen iPad Pro..
imo the Pro are for serious creative types who do either 3D modelling, illustration, photo editing, video editing or music.

If you just browse the web and stuff like that you might just get a regular iPad.

When will I be able to run Xcode on one of these?
Wait for the alleged touchscreen MacBooks to drop, possibly this week
I don't understand the target audience of ipad air.

The base ipad is "really big iphone, with a few laptop-esque features". It's reasonably cheap for what it offers, especially if you want a highly mobile media consumption device and handwritten input.

Then there's ipad pro, which is wildly overpriced for its specs -- m4 pro has half!! the ram that the cheaper m4 macbook air has, which is laughable for a 'pro' anything, especially if you have apple intelligence enabled - you get what, 3GB of usable ram once you take OS and apple intelligence into account? Yet, aside from the crazy sticker price, the hardware is a lot better - the 120 Hz OLED display looks amazing and is way brighter, the speakers are quite an upgrage, full blown thunderbolt port for external display and so on. The OS is still toy-like, and ram is pitiful, but there is place for an ipad pro.

And then there's air which is... base ipad with an M-series chip and pretty much nothing else? The display is barely any better than base ipad, the storage and ram are pitiful, the speakers are from the baseline ipad and so on. Just about the only saving grace of the M4 one announced here is 12GB ram, which is the absolute lowest those really ought to have, and really puts into perspective how utterly miserly Apple was about ram pre-AI. I don't understand the value proposition - you want the baseline you buy a much cheaper base model, you want more you get the pro, right?

To be fair the asking price is far less than pro but the upgrades over base model seem so minuscule that I just don't know.

My kids (4 and 6) like to use the iPad Air with the pencil.
Is it fast enough to run Liquid glass?
If it can be used for inference, who cares right? Just have claude vibe code some objective-C or run the Enclave app.
To what end?

I genuinely don’t get the purpose of these high end processors in a tablet. Like more power is nice but what would I do on it that needs it?

Serious gamers mostly steer clear of Apple. Video editors presumably use desktops/laptops. Browsing doesn’t need power. Video watching doesn’t need it. Programming on iPads is cumbersome.

Who is the target audience that gains from this?

You'd be surprised by the horsepower some games require, my wife plays Love and Deep Space and she recently just bought a new iPad because the game requires some good specs and a LOT of storage space. She's not a "serious gamer" as your parlance.
People complain when Apple doesn't do spec bumps. But when Apple does do spec bumps, people complain again.
Those are not high end processors? You can get them in apple's most basic laptops. They are just good, but not high end.
iPad is the most absurd device ever. It is fully capable of running a full blown general purpose OS, but artificially restricted to be a YouTube machine. Something you give kids in a restaurant to be quiet. Putting an M4 in it is like Apple rubbing our faces in it. Look at this device that could do everything, but can't do anything.
Ive been using mine since 2018, the ipad pro. If you do any drawing then it’s a no brainer, and that’s why I got it in the first place.

Then it was so good that I used it to travel and to watch videos in bed in place of my computer. If I need to work I’ll take my laptop though.

IMO if you don’t use your laptop to work it doesn’t make sense to use a laptop instead of an iPad.

They're half a second away from offering an iPad running MacOS (or a tablet MacBook, take your pick). They're baby-stepping their way to this, obviously.

I've yet to figure anything you can do with these but watch videos and play some games; I always end up grabbing the laptop.

Music production is the killer feature that benefits a lot from CPU performance.

I only recently bought an iPad for the first time this year after realizing this was feasible. I’ve always preferred digital music workflows, but hated dealing with a laptop and DAW. iOS supports AUv3 plugins and cross app audio, so it’s pretty much a full DAW experience (I use loopy pro). The form factor forces AUv3 devs to design smarter interfaces.

Plus, I dislike using the iPad for literally anything else, so I’m less likely to get distracted :)

It lets the iPadOS/app devs write slower software without you noticing too much
Artists benefit hugely from the extra horsepower. My brother works in the animation industry and uses an ipad as his primary work device when travelling.
At the very least it is one less TSMC 3nm chip in the hands of competition.

So even if they break even, which I highly doubt, they would rather use it in a kids tablet than let the competition use it to power a flagship phone.

Web browsing modern websites like Github (or some worse ones)
Better chip = better performance per watt = longer batteries for similar levels of performance, running cooler. Also it never hurts the smoothness of the interface.

It just ultimately makes it a nicer device to use.

Since there is FinalCut and Logic Pro on iPad now, larger projects absolutely benefit from this.
I don't understand why they still have such thick borders, compared to smartphone screens that almost get to the edge. Anybody knows if there's a technical reason for it?
I already have a hard time not accidentally touching the screen while adjusting my hands' position or whatever with today's iPad's "thick borders"
So base iphone 17 is 256 GB, and the iphone 17e which is the cheap version is 256 GB, and… the base version of the midrange ipad is 128 GB?

What a spiteful company