China Economic Weekly reporter Zhou Ruifeng
Recently, foreign technology media MacRumors reported that Apple broke its 12 year tradition in 2023 and unexpectedly did not release a new iPad. This is the first time since the company launched its iPad product line that no new tablets have been released throughout the year.
Since its first release in 2010, the iPad has been an important product for Apple and the tablet market, with at least one new model released each year. But 2023 became an exception. The latest iPad update was released in October 2022. The only iPad related hardware released in 2023 is the Apple Pencil with USB-C.
MacRumors stated that given the history of the product line, the discontinuation of the new iPad is very eye-catching, which may indicate Apple's reflection on the direction of the device's development. As iPads become increasingly advanced and widely used, the frequent upgrade needs of many potential customers have weakened. This change in consumer behavior may prompt Apple to reassess its tablet strategy, and the frequency of future hardware updates may slow down, but the intensity of each upgrade will be greater.
Another aspect that needs to be considered is the criticism faced by Apple, especially regarding the increasingly complex iPad series and issues surrounding the development direction of iPadOS. By delaying the release of the new model by one year, Apple may reshape its product lineup to determine future goals.
Analysts predict that 2024 will be an even more important year for the iPad series, with all models including entry-level iPads, iPad mini, iPad Air, and iPad Pro expected to undergo hardware updates and introduce "fundamental changes". It is expected that the flagship version of iPad Pro will introduce at least a dozen new features, including OLED display technology, M3 chip, and a new "laptop style" smart keyboard.
Since 2018, the iPad Pro has maintained the same design for four consecutive generations in terms of appearance. However, in 2024, there may be significant changes in the appearance of the iPad. There have been rumors before that future iPad Pro models may use glass backboards.
According to foreign media reports, Apple is testing a new iPad Pro equipped with a glass back panel in 2022. However, a subsequent report pointed out that due to concerns about fragility, Apple may eventually abandon the design after testing. According to insiders, Apple has developed a prototype iPad Pro with a glass back panel and a larger Apple logo that supports wireless charging. One of the prototypes is equipped with a stronger magnet than MagSafe on the iPhone, and its wireless charging speed is faster compared to MagSafe on the iPhone.
Moreover, Apple is developing a reverse wireless charging feature for the new iPad Pro, allowing users to place their iPhone, AirPods, and other accessories on the back of the iPad for charging. Apple has also applied for patents related to this feature.
In addition, in 2022, the 10th generation iPad will become the first iPad to adopt a horizontal front facing camera orientation. When using the smart keyboard and video calls, the iPad will be placed horizontally for a more natural position. As early as 2021, there were rumors that the iPad Pro would also adopt a landscape front facing camera. This change may require a redesign of the Apple Pencil, as the wireless charging component of the accessory is located on the side of the iPad body.
On the chip, the next generation iPad Pro is expected to be equipped with Apple's latest M3 chip, providing better performance and efficiency. The M3 chip adopts an 8-core CPU, a 10 core GPU, and has 25 billion transistors, with a maximum speed increase of 20% compared to the M2. Meanwhile, the M3 chip also performs exceptionally well in terms of power consumption, with only half the power consumption of M1.
In terms of storage capacity, Apple may launch an iPad Pro equipped with a 4TB storage option in 2024. Since 2021, iPad Pro has offered storage options such as 128GB, 256GB, 512GB, 1TB, or 2TB. If Apple increases the maximum storage capacity of the upcoming iPad Pro to 4TB, it is also possible to increase the storage capacity of the entry-level model to 256GB to maintain five different storage capacity options.
It is worth noting that the RAM (memory) of the iPad Pro varies according to storage capacity, so iPad Pro models with 128GB, 256GB, or 512GB storage space are equipped with 8GB RAM, while iPad Pro models with 1TB or 2TB storage space are equipped with 16GB RAM. This means that the 4TB iPad Pro may be equipped with 24GB or 32GB RAM.
On the screen, thanks to narrower borders, the display size of the new iPad Pro may increase from 11 inches to 11.1 inches, and from 12.9 inches to 13 inches.
It is worth mentioning that OLED display technology may be the most anticipated upgrade for the next generation iPad Pro. The current 11 inch model is equipped with an LCD display, while the 12.9 inch model is equipped with a mini LED display. Apple has already used OLED displays on its Apple Watch and iPhone, but has not yet applied this technology to larger devices. Compared to LCD displays, OLED displays have lower power consumption, higher color accuracy, and better contrast.
New technologies often mean higher prices. Industry insiders predict that adopting OLED technology may increase the price of iPads. The estimated starting prices for the 11 inch and 13 inch models are $1500 and $1800, respectively. The starting price of the current 11 inch iPad Pro is $799, while the starting price of the 12.9-inch iPad Pro is $1099. If you choose a model with cellular connectivity, the price will increase by an additional $200.
In terms of accessories, Apple plans to use the Myocon keyboard as a differentiation factor for the iPad Pro in 2024. The redesigned version of this accessory will not be compatible with iPad Air and is unique to iPad Pro. The 10.9-inch and 12.9-inch iPad Air models can only use the current Mickey keyboard accessories.
The new iPad Smart Keyboard will provide a larger touchpad and make the iPad Pro look more like a laptop. Bloomberg's Mark Gurman said that the area around the keyboard will be made of aluminum, similar to the A-side shell of a MacBook, with a more sturdy structure. Apple hopes that these changes can address criticism of the current model. The keyboard will retain a single USB-C interface. Gurman believes that using higher quality materials and redesigning may lead to an increase in the price of the accessory.
Gurman stated that the many updates Apple has added to the iPad Pro in 2024, including OLED displays, updated exterior designs, M3 chips, and improved smart keyboard accessories, will reduce confusion between the iPad Air and iPad Pro. Gurman said that this "will undoubtedly make its Pro the most high-end model.".
He also emphasized that the screen sizes of the iPad Air and iPad Pro released in 2024 will be slightly different, just like the MacBook Air and MacBook Pro, with high-end models having larger screens. The ninth generation iPad will be discontinued after the 11th generation version is released, ultimately phasing out the first generation Apple Pencil.