Along with the update to the iPad Air, Apple has also updated iPad, doubling the starting storage and giving the iPad an 16 chip. But, surprisingly, there is no mention of support Apple Intelligence. So, who is this iPad for?
As you’d expect from Apple, its announcement touts a significant performance boost while holding to the entry level price of $599. That’s a good deal considering base-level storage is now doubled to 128GB and there’s been a processor boost. It also comes in a range of bright colors suggesting Apple’s target audience for the iPad is a younger demographic.
Anyone who’s ever tried to sell something knows the easiest customer to sell to is the one you already have. I think Apple is playing a long game with the iPad. By keeping the price down, avoiding the somewhat controversial inclusion of AI and boosting storage and performance, Apple has created a device that targets three key groups.
The education sector: Schools know that the students they have today will be living and working in a technology-rich world. And Apple has a long history of focussing on the education sector. This is an iPad that schools will like. Mobile device management platforms (MDMs) simplify deployment and management, the range of education apps is huge and the need for students carry heavy and cumbersome books is reduced.
Parents: Walk into any family restaurant and it’s likely you’ll see a child using some sort of electronic device to pass the time. And while you may not agree with that parenting choice, its existence is a reality. The iPad remains a relatively low cost way for parents to give kids their own device.
Switchers: While the Apple/Android schism is well entrenched, there are some people that are open to switching. Keeping a low cost option on the market (the MacBook Air. Apple Watch SE and Mac mini also fulfil this function) reduces the friction to switching.
The iPad is part of Apple’s strategy to create lifelong customers. And this update, which in the grand scheme is quite minor, is a key element in its plans for the long term future. I don’t see many companies think about the long term in the same way.
Anthony is the founder of Australian Apple News. He is a long-time Apple user and former editor of Australian Macworld. He has contributed to many technology magazines and newspapers as well as appearing regularly on radio and occasionally on TV.