Apple has revealed its latest generation of iPad Pros and Airs, marking the company’s first update to its tablet lineup in over a year. The new models boast faster processors, new sizes, and a new display system, aiming to reinvigorate interest in the iPad line, which has experienced a 17% decline in sales compared to the previous year.
The iPad Pro features a sleeker design, an M4 processor for enhanced processing power, slightly improved storage, and dual OLED panels for a brighter and crisper display. However, these upgrades come with a price increase, with the 11-inch model now priced at $999 and the 13-inch model at $1,299.
Similarly, the new iPad Air has been upgraded with the faster M2 chip, a new design, increased base storage, and a 13-inch display option. It also supports the new Apple Pencil Pro, a feature previously exclusive to the Pro models. The 11-inch display will cost $599, while the 13-inch model will be priced at $799.
In a surprising move, Apple announced a price reduction for its 10th generation iPad, which will now retail for $349, down from $449. This decision may help stimulate demand for the entry-level model.
The iPad, once a revolutionary product that redefined the tablet market, now accounts for only 6% of Apple’s sales. The company is hoping that these updates will help boost interest in the product line and mitigate the recent decline in revenue.
Forrester Research analyst Dipanjan Chatterjee described the enhancements as “both needed and predictable, in a maintenance sort of way,” suggesting that while they may help stabilize revenue, they are not particularly exciting.
All the new iPad models will be available in stores starting May 15, with preorders beginning on the day of the announcement.
The showcase at Apple’s headquarters in Cupertino, California, comes on the heels of the company’s steepest quarterly decline in iPhone sales since the pandemic’s onset, underscoring the pressure on the trendsetting company to innovate and improve its product offerings.
The Associated Press contributed to this article.