Enlarge / The 2024, M4-equipped 13-inch iPad Pro. (credit: Samuel Axon)

The new iPad Pro is a technical marvel, with one of the best screens I’ve ever seen, performance that few other machines can touch, and a new, thinner design that no one expected.

It’s a prime example of Apple flexing its engineering and design muscles for all to see. Since it marks the company’s first foray into OLED beyond the iPhone or Watch, and the first time a new M-series chip has debuted on something other than a Mac, it comes across as a tech demo for where the company is headed beyond just tablets.

Still, it remains unclear why most people would spend one, two, or even three thousand dollars on a tablet that, despite its amazing hardware, does less than a comparably priced laptop—or at least does it a little more awkwardly, even if it's impressively quick and has a gorgeous screen.

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  The new 13-inch iPad Air with the Apple M2 processor inside. [credit: Andrew Cunningham ]

The iPad Air has been a lot of things in the last decade-plus. In 2013 and 2014, the first iPad Airs were just The iPad, and the “Air” label simply denoted how much lighter and more streamlined they were than the initial 2010 iPad and 2011’s long-lived iPad 2. After that, the iPad Air 2 survived for years as an entry-level model, as Apple focused on introducing and building out the iPad Pro.

The Air disappeared for a while after that, but it returned in 2019 as an in-betweener model to bridge the gap between the $329 iPad (no longer called “Air,” despite reusing the first-gen Air design) and more-expensive and increasingly powerful iPad Pros. It definitely made sense to have a hardware offering to span the gap between the basic no-frills iPad and the iPad Pro, but pricing and specs could make things complicated. The main issue for the last couple of years has been the base Air's 64GB of storage—scanty enough that memory swapping doesn't even work on it— and the fact that stepping up to 256GB brought the Air too close to the price of the 11-inch iPad Pro.

Which brings us to the 2024 M2 iPad Air, now available in 11-inch and 13-inch models for $599 and $799, respectively. Apple solved the overlap problem this year partly by bumping the Air's base storage to a more usable 128GB and partly by making the 11-inch iPad Pro so much more expensive that it almost entirely eliminates any pricing overlap (only the 1TB 11-inch Air, at $1,099, is more expensive than the cheapest 11-inch iPad Pro).

Enlarge / One of many human-created objects destroyed in Apple's "Crush!" ad for the iPad Pro. (credit: Apple)

Earlier this week, Apple took the wraps off of a thoroughly leaked iPad Pro refresh with a 1 minute and 8 second ad spot wherein a gigantic hydraulic press comprehensively smushes a trumpet, an arcade cabinet, a record player, paint cans, a piano, a TV, sculptures, a bunch of emoji, and plenty of other tools that one might loosely categorize as "artistic implements."

At the end of the ad, the press lifts away to reveal a somewhat thinner, somewhat faster version of Apple's iPad Pro. The message of the ad, titled "Crush!" and still available via Apple's YouTube channel and CEO Tim Cook's Twitter account, is obvious: look at all of the things we've squeezed into this tablet!

"Just imagine all the things it'll be used to create," wrote Cook.

Enlarge / Many different Apple stickers from many different products and eras. (credit: Andrew Cunningham)

As a noted sticker enthusiast, I’m always on the lookout for news at the intersection of stickers and technology. Which is why this report from 9to5Mac caught my eye: Apple is apparently starting to wind down its decades-long practice of including Apple logo stickers in the box with all of its products.

If you buy a new iPad Air or iPad Pro, you’ll be able to get some stickers if you ask the people at the Apple Store to include them (stores will get a “limited quantity” of stickers they can distribute on request). But the little sticker insert that has come with Macs, iPods, iPhones, iPads, and other devices and accessories for as long as I can remember will stop being one of the default pack-ins.

Apple is apparently cutting down on its sticker distribution to help meet its environmental goals. The stickers are some of the last bits of plastic included in most modern Apple packaging; in recent years, even the plastic backing layer for the stickers has been replaced with wax paper instead. This happened around the same time that the inner layer of packaging wrapped around new Apple devices also shifted from plastic to paper and when plastic-sealed boxes gave way to tear-away paper adhesive strips.

Enlarge / A screenshot of the Apple iPad ad. (credit: Apple via YouTube)

An advert by Apple for its new iPad tablet showing musical instruments, artistic tools, and games being crushed by a giant hydraulic press has been attacked for cultural insensitivity in an online backlash.

The one-minute video was launched by Apple chief executive Tim Cook to support its new range of iPads, the first time that the US tech giant has overhauled the range for two years as it seeks to reverse faltering sales.

The campaign—soundtracked by Sonny and Cher’s 1971 hit All I Ever Need Is You—is designed to show how much Apple has been able to squeeze into the thinner tablet. The ad was produced in-house by Apple’s creative team, according to trade press reports.

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Apple is lowering the price of its 10th-generation iPad from $399 to $349, the company announced at its Let Loose event today.

The 10th-generation iPad did away with the top and bottom bezels that previous iPads carried. The 10.9-inch tablet also doesn't have a home button, showing Apple, under pressure from European Union regulations, moving from a Lightning port to USB-C. It debuted with a $449 starting price in 2022 with an A14 chip.

However, Apple is also doing away with the $329 9th-generation iPad, effectively increasing the price of entry for an iPad.

Enlarge (credit: Apple)

Apple's newest iPad Pro puts an M4 chip inside a thinner frame and is available in new 11-inch and 13-inch sizes, while also upgrading the screens on both to "tandem" OLED displays for more brightness.

Compared to the last iPad Pro, released in early 2022, Apple is highlighting how thin and light these new Pros are. The 11-inch model is 5.3 mm thick and weighs less than a pound, while the 13-inch is 5.1 mm, which Apple says is its thinnest product ever, at 1.28 pounds.

The tandem OLED design, dubbed Ultra Retina XDR, delivers 1000 nits at full-screen brightness, and 1600 nits at peak HDR, equivalent to a high-end Samsung TV. The screens are "nano-texture glass," which is essentially a matte display finish.

Enlarge / M2-based iPad Airs come out next week. (credit: Apple)

Apple today announced the first 13-inch iPad Air. The company is also releasing a revamped 11-inch iPad Air next week, meaning the tablet will be available in two sizes for the first time.

The 13-inch iPad Air has 30 percent more screen real estate than its smaller counterpart, so Apple is marketing it as being for multitasking and applications like iPadOS' Split View. During its Let Loose event today, Apple said it decided to release a 13-inch iPad Air because "about half" of iPad Pro users opt for the larger (12.9 inches versus 11 inches) size," Melody Kuna, director of iPad product design at Apple, said as part of the presentation.

The 11-inch versus the 13-inch iPad Air. (credit: Apple)

In addition to a larger screen, the 13-inch iPad Air will offer better sound quality than the 11-inch version, Apple says, due to it offering twice the bass. Both tablets have landscape stereo speakers and Spatial Audio support.

Enlarge / The promotional image for Apple's May 7 event. (credit: Apple)

On May 7, Apple will host a product announcement event at 9 am ET. Labeled "Let loose," we expect it will focus on new iPads and iPad accessories.

We won't be liveblogging the stream, but you can expect some news coverage as it happens. Below, we'll go over our educated guesses about why Apple might be doing this.

Why hold an event now?

It's unusual for Apple to host an event shortly before WWDC. New products debut at that event all the time, so if it's just a faster chip and a nicer screen for the iPad Pro and iPad Air, why not wait until June?

Enlarge / The Apple Park campus in Cupertino, California. (credit: Anadolu Agency | Getty)

Apple's earnings report for the second quarter of the company's 2024 fiscal year showed a slide in hardware sales, especially for the iPhone. Nonetheless, Apple beat analysts' estimates for the quarter thanks to the company's rapidly growing services revenue.

iPhone revenue dropped from $51.33 billion in the same quarter last year to $45.96 billion, a fall of about 10 percent. This was the second consecutive quarter with declining iPhone revenues. That said, investors feared a sharp drop before the earnings call.

Notably, Apple's revenue in the region it dubs Greater China (which includes China, Taiwan, Singapore, and Hong Kong) fell 8 percent overall. The company fared a little better in other regions. China's economy is slowing even as China-based Huawei is taking bigger slices of the pie in the region.

Enlarge (credit: Andrew Cunningham)

Starting in March with the release of iOS 17.4, iPhones in the European Union have been subject to the EU's Digital Markets Act (DMA), a batch of regulations that (among other things) forced Apple to support alternate app stores, app sideloading, and third-party browser engines in iOS for the first time. This week, EU regulators announced that they are also categorizing Apple's iPadOS as a "gatekeeper," meaning that the iPad will soon be subject to the same regulations as the iPhone.

In a developer blog post released today, Apple said that it would comply with the EU's regulations "later this fall, as required." All changes that Apple has made to iOS on European iPhones to comply with the DMA will be implemented in the same way on the iPad, though it's not clear whether these changes will be brought to iPadOS 17 or if they'll just be a part of the upcoming iPacOS 18 update.

The EU began investigating whether iPadOS would qualify as a gatekeeper in September 2023, the same day it decided that iOS, the Safari browser, and the App Store were all gatekeepers.