Apple wants to give the iPad a boost
The iconic Apple logo is emblazoned on each of the company’s products and stores. Costfoto/NurPhoto via Getty Images
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In today’s big story, we’re looking at the new tech Apple’s set to unveil at its event.
What’s on deck:
But first, Apple is showing off some new toys.
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The big story
Apple’s other new tech
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Apple’s unveiling new products today, but they’re not the ones you might be thinking of.
The tech giant’s event will reportedly showcase a new family of… iPads and iPad accessories.
The crowd goes mild!
You’re forgiven if you weren’t aware iPads were still a thing, let alone getting updated. Apple’s tablet didn’t upend industries like the iPod or iPhone.
But Apple’s event, which kicks off at 10 a.m. EST, is looking to give the iPad a boost. Business Insider’s Antonio Villas-Boas has a rundown of what to expect.
The tablet’s main issue has been its existence in a no-man’s land. Less powerful than a computer but not much better than a mobile phone, the iPad has a limited set of specific use cases. The new iPads will reportedly feature better displays, a thinner design, and a MacBook processor.
(Personally, my iPad primarily serves as a second TV when my wife gets sick of me watching sports in the living room.)
The update comes not a moment too soon for Apple. iPhone sales have noticeably dipped, which is why you’re hearing Apple tout its “services” business, writes BI’s Peter Kafka.
But even that’s a bit of a misnomer. A good chunk of that growing “services” business is the billions of dollars it receives from Google for giving the search engine prime real estate, Peter writes.
And the new product Apple wants you to be excited about — the Vision Pro — hasn’t lived up to the hype. One of the biggest issues, writes BI’s Katie Notopoulos, is that it’s unclear what the headset should be used for.
It’s not all bad news. Apple reported strong earnings last week, and, more importantly, pulled Wall Street’s favorite lever: buybacks.
Lauren DeCicca/Getty Images
Apple still has some exciting things in the pipeline.
AI, naturally, is a big one. All eyes are on how the tech will be integrated into the iPhone. Apple has remained tight-lipped, with CEO Tim Cook only teasing a big AI announcement in the “coming weeks.”
I decided to ask Katie what she’d like to see out of the Apple event today:
“New iPads aren’t really too exciting unless you’re already planning to buy a new iPad. (I’m not planning on it, and if I was, I’d probably get an iPad Mini, which isn’t expected to get an update at this event.)
But I am curious to see if the new iPad Pros will have the latest M4 chip, which isn’t even in MacBooks and Macs yet. If it is, we’ll get a peek at what it’s capable of when it comes to regular computers later on.
I’m also looking forward to watching the livestream, because even if the Apple Pencil is kind of boring (to me), these Apple events are always fascinating: a huge marketing spectacle that always has some subtle clues about how Apple wants to position itself.”
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What’s happening today
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The Insider Today team: Dan DeFrancesco, deputy editor and anchor, in New York. Jordan Parker Erb, editor, in New York. Hallam Bullock, senior editor, in London. George Glover, reporter, in London.
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