Apple iPad Pro—who’s it for? Tim vs. Eddy in public

Cook and Cue can’t agree on why you should pay $1,067 or more

iPad Pro release date
Credit: Apple, Inc.

Apple’s iPad Pro gets its release date tomorrow. But your humble blogwatcher isn’t clear it’ll be the runaway success that Cupertino is hoping for—for two reasons...

Firstly, the reality-distorting price: It starts at $1,067 with keyboard and stylus. Why wouldn't you just buy a proper laptop? If you really must wave around just a screen—like some sort of fixie-riding hipster—many of them convert, these days.

More worryingly, Apple senior management can’t agree who the device is actually for: The CEO and an SVP are publicly contradicting each other in interviews. Oops.

In IT Blogwatch, bloggers wonder if Cupertino has jumped the shark. Not to mention: K-acapella...

curated these bloggy bits for your entertainment.
[Developing story: Updated 5:55 am PT with more comment]


Allister Heath talks to Tim, who tactly telegraphs his taste:

Time may finally be running out for the traditional computer.

“Why would you buy a PC anymore? No really, why?” asks Tim Cook...clearly in ebullient mood.

He highlights...markets for his 12.9 inch devices [including] creatives.

[The] Apple Pencil...can be used as a pencil, a pen, a paintbrush or a calligraphy pen...$99. [The] Smart Keyboard...has a smart connector for transferring power and data...$169.  MORE


Gabe Carey cues Eddy, who messages a more nuanced messaging:

Senior VP Eddy Cue [on] CNN Money...one component really stuck out: iPad Pro is for those who “consume” more than they “create.”

[That includes] reading emails and news, watching videos, and just general Web browsing.

Interestingly enough, Tim Cook’s interview takes a radically different turn.  MORE


Matthew Panzarino points to Monday night’s TV ads, which seem to show Cue being off-message:

The focus on creative work right off the top spells out how Apple is embarking on selling the device.

Apple is doing its best to position the iPad pre-launch with creatives.

I don’t doubt that we’ll [also] see spots aimed at the keyboard...and at enterprise applications.  MORE


And Joseph Keller isn't blind to other things Cue said: [You're fired -Ed.]

Cue also touched on Apple's ability to think ahead.

“If you want to build the things that are truly innovative and revolutionary. ... You have to think of things that if you ask people, they may not ask you for that, but once they see it, touch it, feel it, it is what they want.”  MORE


Wait a minute... Is Cue saying the max-iPad is innovative? Well, Nick Farrell calls it “an expensive knock-off”:

Apple’s version of Microsoft’s Surface PC...will be available to order online on Wednesday.

Its 12.9 inch-screen tablet...costs more than $1,000 if buyers also want a keyboard and...stylus which will make it look like you have a proper Microsoft based computer.

Sales of iPads have been falling for several quarters. [But] Microsoft was doing rather well flogging its tablets to businesses.  MORE


So Paul Thurrott tries to work out what’s happening:

“Cook says he travels with just an iPad Pro and iPhone.” He should consider bringing clothes as well.

I suspect that Apple literally has no idea what, if anything, people will do with [it].

Based on my multiple...visits to the local Apple Store recently, [I’m] convinced that the crowds you always see in these stores are due to...repairs and other service/support needs. The waits are unbelievable.  MORE


Meanwhile, ain’t nobody—not even NoTimeForTha—got time for that:

My biggest concern is if I will feel compelled to grow a beard and wear skinny jeans. 

And will I still be able to pay my rent that month while still keeping up my Starbucks habit?  MORE


Update: Neil “before Zod” Hughes seeks financial-analyst reax:

Daniel Ives believes the iPad Pro will find success in the enterprise.

[He’s] predicting total iPad sales will account for 15 percent of the company's revenue in 2016.

The device boasts a 12.9-inch display with 5.6 million pixels, [and] a new A9X processor that Apple says rivals most portable PCs.

Declining iPad sales have been attributed to a number of factors, including a longer upgrade cycle [and] the introduction of larger 4.7- and 5.5-inch iPhone screen sizes.  MORE


15%? Larry Dignan is indignant:

Apple's iPad sales are on the borderline of being immaterial to the company. ... The iPad franchise is sucking wind relative to the iPhone.

What's unclear is whether the iPad Pro will be enough to juice sales.

The enterprise is seen as a cure. [But] it would take a minor miracle for the iPad Pro to become 15 percent of total Apple sales.

Bottom line: ... It's doubtful that the iPad Pro will move the needle for the tablet as a percentage of sales.  MORE


And Finally...
Lovelyz: K-Pop acapella awesomeness
[hat tip: Rob Beschizza]


You have been reading IT Blogwatch by , who curates the best bloggy bits, finest forums, and weirdest websites… so you don’t have to. Catch the key commentary from around the Web every morning. Hatemail may be directed to @RiCHi or itbw@richi.uk.
Opinions expressed may not represent those of Computerworld. Ask your doctor before reading. Your mileage may vary. E&OE.

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