iPad Pro and the Goal of Perfection (Above Avalon Report)

An examination of Apple’s iPad strategy as the new iPad Pro goes on sale.

Written by Neil Cybart – May 17th, 2024.

The state of iPad is strong as Apple moves that much closer to its long-held goal of having the iPad become a magical piece of glass. If there is such a thing as an ideal state – a state of perfection – for iPad, Apple sure seems to be getting close. Of course, the company will never get to that point. Perfection is not an end state but rather a state of mind.

Apple has rightly resisted calls to morph iPad into a Mac hybrid. Criticism that the iPad has somehow fallen short of its initial expectations fail to acknowledge the product category’s positioning within the Apple ecosystem. iPad is a touch-first computer offering more versatility than any other Apple product category.

With the iPad Pro cementing its place as the marquee iPad, a discussion regarding the new iPad Pro will inevitably evolve into a discussion about the current state of the iPad.

We begin such a discussion by looking at the iPad’s early days.

Table of Contents

  • History

  • The New iPad Pro

  • iPad Strategy

  • Criticism

  • My iPad Theory

  • Future

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Apple Unveils Apple Pencil (USB-C), The (Expanding) Apple Pencil Line, The Apple Pencil Strategy

Hello everyone. Apple unveiled a new Apple Pencil today via press release. The product has once again raised questions regarding Apple’s iPad strategy. There are several topics to discuss.

Let’s jump in.

Apple Unveils Apple Pencil (USB-C)

Here’s Apple:

“Today, Apple is bringing more choice to iPad users with a new, more affordable Apple Pencil. With pixel-perfect accuracy, low latency, and tilt sensitivity, the new Apple Pencil is ideal for note taking, sketching, annotating, journaling, and more. Designed with a matte finish and a flat side that magnetically attaches to the side of iPad for storage, the new Apple Pencil pairs and charges with a USB-C cable. The new Apple Pencil will be available beginning in early November.

'Apple Pencil has revolutionized note taking, sketching, and illustrating, unleashing endless possibilities for productivity and creativity,' said Bob Borchers, Apple’s vice president of Worldwide Product Marketing. 'Combined with the versatility of iPad, the new Apple Pencil unlocks another great option to experience the magic of digital handwriting, annotation, marking up documents, and more.'"

 
 

It may be tempting to think that the inclusion of a USB-C charging port means this is the new Apple Pencil aimed at all iPad users. However, Apple isn’t calling this new pencil Apple Pencil (3rd gen). Instead, it’s Apple Pencil (USB-C). This tells us that the new Apple Pencil is targeted at a segment of the iPad installed base – specifically those

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