Apple looks to iPad Pro for tablet boost - Mobile World Live

Apple looks to iPad Pro for tablet boost

11 NOV 2015

Apple today began taking pre-orders for its iPad Pro tablet, with Tim Cook proclaiming that buyers “will start using it and conclude they no longer need to use anything else, other than their phones”.

It will also be available through Apple’s retail stores, operator partners and authorised retailers later this week.

Apple will be hoping that iPad Pro will provide a shot in the arm for its tablet line, which has suffered from lacklustre performances in recent quarters. While it still has a strong position in the premium device segment, tablet sales in general have slowed.

In an interview with The Telegraph, Cook acknowledged that there has been some cannibalisation among its line, for example “if you have the larger phone, you’re less likely to have the iPad Mini”. However, “as long as we cannibalise [ourselves] it’s fine”, he continued.

With its 12.9-inch display, iPad Pro is significantly larger than the existing iPad Air (9.7-inches). It is also supports a stylus accessory and keyboard (both sold separately) to provide enhanced productivity capabilities.

Perhaps its closest rival is Microsoft’s Surface line, which has also recently seen a refresh. After a bumpy start, this has become an important business for the computing giant.


Steve Costello

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