Apple enhanced its iPad lineup on Tuesday by updating the Air models with improved silicon and introducing the new M4 chip in the Pro editions, which also feature an upgraded OLED display.
“The iPad Pro with the M4 chip and OLED screen represents a significant upgrade over previous models,” Rob Enderle, president and principal analyst at Enderle Group, told TechNewsWorld.
“The dual-layer OLED displays are a notable improvement and enhance the creative experience,” added Tim Bajarin, president of Creative Strategies.
The new 11-inch and 13-inch Pro models, revealed during a prerecorded online event, feature displays made of two OLED panels. According to Apple, the Ultra Retina XDR display offers up to 1,000 nits of full-screen brightness for SDR and HDR content, and up to 1,600 nits of peak brightness for HDR.
A nano-texture glass option is available for the display, designed to scatter ambient light and reduce glare.
Jim McGregor, founder and principal analyst at Tirias Research, pointed out that the dual-layer OLED display and the nano-texture glass overlay are notable innovations. “I haven’t seen this specific dual-layer OLED technology before,” he told TechNewsWorld. “The nano-texture glass overlay is also a new addition.”
“The display looks impressive,” Rob Enderle said. “However, I’m concerned about its long-term durability. OLED screens are visually striking but can be less durable, and pushing a lot of power through them might affect their lifespan.”
Anshel Sag, a senior analyst at Moor Insights & Strategy, expressed enthusiasm about how his images will appear on the new display. “I’m excited to see the impact on photography,” he said. “But I’m a bit surprised they didn’t enhance the camera capabilities to better complement the new display.”
Introducing the M4 Chip
In a notable departure from its usual pattern, Apple has introduced its next-generation M4 chip in the new iPad Pro models before launching it in Mac computers. “Typically, Apple introduces new chips in Mac devices first,” Tim Bajarin told TechNewsWorld. “By debuting the M4 in the iPad Pro, Apple underscores its vision of the iPad as a powerful creative tool that aligns with its original PC-like functionality.”
The M4 chip is built using second-generation three-nanometer technology, which improves power efficiency compared to previous chips. Apple claims that the M4 offers comparable performance to the M2 chip found in the previous iPad Pro models while consuming half the power.
According to Apple, the M4 chip provides 50% faster CPU performance than the M2 and delivers four times the overall performance.
“Seeing a new Apple silicon chip debut in an iPad is a shift from the usual pattern, but it aligns with Apple’s strategy of positioning the iPad as a comprehensive computing solution,” noted Ross Rubin, principal analyst at Reticle Research.
“By placing their most advanced and highest-performance chip in the iPad, Apple emphasizes their commitment to positioning the iPad as a major player in the future of computing,” he told TechNewsWorld.
“They have also released their professional apps on the platform,” he continued. “This move not only highlights the iPad’s capabilities as a creative tool but also signals to third-party developers, like Adobe, that it’s a viable platform for professional applications.”
“In the past, Apple’s focus on high performance was often demonstrated through games on the iPhone and iPad,” he explained. “While this can be visually impressive, for a product priced over $1,000 and marketed as a professional tool, it’s crucial to also showcase its productivity features and capabilities.”
Mikako Kitagawa, director and analyst at Gartner, concurred. “Apple seems to be positioning the iPad as the top choice for creative professionals,” she told TechNewsWorld.
Strategic Move to Drive Sales
Jim McGregor from Tirias Research suggested that Apple may develop different versions of the M4 chip for various products, but debuting it in the iPad Pro is a notable decision.
“Launching the M4 chip in the iPad Pro first sends a clear message that Apple considers the iPad a crucial product rather than just an accessory,” he said. “For many users, the iPad has become their primary computing device.”
Jitesh Ubrani, a research manager at IDC, agreed that the introduction of the M4 in the iPad Pro underscores Apple’s commitment to the iPad’s potential. However, he noted, “The iPad Pro is not intended to replace a MacBook but rather to complement it.” He also pointed out that the timing of the M4’s release puts pressure on Qualcomm, as their current comparisons with the M3 chip may now seem outdated.
Apple’s decision to introduce the M4 in the iPad lineup might also be driven by recent sales figures. According to Felix Richter of Statista, iPad sales fell by more than 20% in the first six months of Apple’s fiscal 2024 compared to the previous year, suggesting that Apple is aiming to reverse this decline with the new models.
Will Kerwin, a technology equity analyst with Morningstar Research Services, concurred with this assessment. “This move indicates Apple’s recognition that the iPad has been underperforming and that the company is focusing on rejuvenating growth,” he told TechNewsWorld.
New iPad Models and Accessories
Alongside the Pro models, Apple introduced two new iPad Air variants: an 11-inch model and, for the first time, a 13-inch model. Both are powered by the M2 chip. The 11-inch iPad Air starts at $599, while the 13-inch model is priced at $799. The iPad Pro models begin at $999 for the 11-inch version and $1,299 for the 13-inch version. All new models will be available for purchase starting May 15.
Apple also announced updates to two key accessories: a new “Magic” keyboard and a new Apple Pencil. The updated keyboard now includes function keys, an aluminum palm rest, and a larger trackpad with haptic feedback.
The new Apple Pencil features a sensor that triggers a tool palette on the iPad screen when squeezing the stylus. Additionally, a built-in gyroscope enhances the pencil’s precision.
Mark N. Vena, president and principal analyst at SmartTech Research, noted, “The new Apple Pencil highlights Apple’s ongoing innovation.”
“You can use the pencil across various iPad models thanks to its new squeeze feature,” he told TechNewsWorld. “This is a significant time-saver. For tasks like digital editing, the ability to precisely remove masks or make edits on-screen is very useful.”
“The Apple Pencil Pro represents a notable advancement in stylus functionality for managing images and video content,” Vena said.
Ross Rubin, principal analyst at Reticle Research, added, “The hovering capabilities and the ability to adjust tool settings by squeezing the pencil before it touches the screen are clever features that enhance the creative process.”