Apple is Losing the Plot on iPad (Premium)

Apple now has too many iPad models with too many overlapping feature sets, a confusing situation that Steve Jobs would have never allowed. But forget about Jobs­: this is about customers, few of whom will even understand the pros and cons of each model now.

Remember when Steve Jobs returned to Apple in the late 1990s and became iCEO? Back then, Apple was in perilous financial shape and Jobs undertook the controversial but necessary steps to dramatically simplify the company’s product families, killing some beloved products like the Newton in the process. He proudly showed off this work first ahead of the release of the first iBook, but the plan was simple enough: Apple would have four core product lines that consisted of two core product types, notebook and desktop Macs, that targeted two core customer groups, consumers and professionals.

Today, Apple is a much bigger company with a much more diverse product portfolio that consists of iPhone, Mac, iPad, Apple Watch, AirPods, Apple TV, HomePod, and many other products, accessories, and services. And most of these are further complicated by an often-bewildering array of models. For example, Apple today sells two iPhone 14 Pro models, two iPhone 14 models, and an iPhone SE, and it still sells two models of iPhone 13 and one iPhone 12 model to meet the needs of less well-heeled customers. That’s 8 different iPhone models, each of which can be configured in a myriad of ways.

In some ways, it’s not fair to hold Apple to the standard of the late 1990s, of course. But that doesn’t mean its product offerings couldn’t be simpler. Or that Apple couldn’t do a much better job as it releases new models to keep them differentiated in ways that will make sense to its customers. For a company with Apple’s class—for lack of a better word—it’s rather astonishing how often it coughs up weird and confusing hairballs. Like a mouse that needs to be charged via a port on its bottom, making it unusable while doing so.

But we have more recent examples of this unnecessary confusion. Very recent, in fact: this week, Apple announced a long-awaited redesign of its most iconic iPad model, which is simply called iPad. And chaos ensues.

Previous to this announcement, Apple had four main iPad models: iPad Pro (in both 12.9-inch and 11-inch variants), iPad Air, iPad, and iPad mini. During this time, I argued that Apple only needed three models, and that the iPad Air should have simply replaced the iPad, assuming Apple could lower the price. But Apple has instead responded by adding a new iPad model: this week’s new iPad doesn’t replace its predecessor. Instead, it arrives with a much higher price tag, and Apple is keeping the previous generation version around. And that old version doesn’t cost less now, it costs the same as before. So Apple describes this product family as having six models now: iPad Pro 12.9, iPad Pro 11, iPad Air, iPad (10th generation), iPad (9th generation), and iPad mini.

Sigh.

That’s confusing enough, but when you examine the differences between the new iPad and the iPad Air (or between the new iPad and its predecessor), you’ll see some confusing overlaps and, worse, some funky miscues.

For example, the new iPad does take on the same more modern form factor as the iPad Air, which a few years back adopted the same more modern form factor as the iPad Pro. (Similarly, the latest iPad mini adopted this form factor, too, leaving the still-in-market iPad (9th generation) as the only iPad with the old design (and, as bad, with a freaking Lightning port instead of USB-C). I love this design and this product: I bought an iPad Air in early 2021 and I use it every day.

If I were buying today, I’d probably go with a normal iPad, however, because it shares the same design, has the same screen size/resolution, uses USB-C, and is less expensive. Or would I? Because when you look more closely, you’ll find that the differences between the two are … curious. The latest iPad Air features an M1 chip, whereas the newer iPad features a two-generation-old A14. The displays may have the same size and resolution, but the older iPad Air display is fully laminated, has an anti-reflective coating, and features wide-color display (P3) support; the iPad’s display has none of that (but does support sRGB instead of P3).

When you get to the supported peripherals, things get weirder. A lot weirder.

The iPad Air supports the same Magic Keyboard and Smart Keyboard Folio as the 11-inch iPad Pro, but the new iPad supports only the new Magic Keyboard Folio, which is unique to that one iPad. (I suspect that this change was due to Apple finally mounting the front-facing camera in landscape mode, a first for iPad and yet another difference between this product and its stablemates.)

And if you want to use Apple Pencil, well God help you.

Like its predecessor, but unlike all other current iPad models, the new iPad only supports the first-generation Apple Pencil and not its superior second-generation successor. Where the newest Apple Pencil charges magnetically, the old one charges via the Lightning connector that the new iPad does not offer. So you’ll need a separate USB-C to Apple Pencil Adapter to charge the damn thing. The good news? It only costs $9. But it’s not even available for purchase yet. Come on, Apple.

Fortunately, I’m not in the market for an iPad today. And even if I was, I wouldn’t buy a keyboard or a Pencil anyway. But these weirdnesses will be a problem for many potential customers. And will make it difficult to decide between the different mid-sized iPads.

Your choices? You could save money and go with the previous-gen version, but be saddled by big bezels and Lightning. You could overspend on an Air and presumably get some display improvements (though I’d really want to see those devices side-by-side in a store) and performance improvements. Or you could just go for the new and spend $120 more on Apple’s latest iPad ($449 and up) than you would have a week ago (the previous-gen version is still $329 and up).

Have fun.