iPad Pro, you’re on the clock.

Tuesday’s announcement of the new iPad Air continues Apple’s aggressive importation of iPad Pro features into the lower ends of the iPad product line. But it also brings the $599 iPad Air surprisingly close to the $799 iPad Pro in numerous ways—perhaps too close for comfort.

That’s why Tuesday’s announcements are great for the iPad product line in two ways. Not only is there a cheaper, more powerful iPad with a bunch of features that were previously limited to the highest-end models, but it’s now clear that Apple will need to supply new high-end features to the iPad Pro in short order.

Pro features migrate fast

There was a time when Apple had a real iPad problem. Sales were lagging from their initial highs, and the general perception was that Apple was being undercut on tablet sales by a plethora of cheap media-consumption tablets.

But over a few years, Apple put the iPad’s house in order. The iPad Pro took over the top of the line, allowing Apple to continue showing off its technological prowess and giving the hardest of hard-core iPad users the tools they wanted to do the job. But with that job done, Apple could roll out cheaper iPads with older technology—and it did. First the adjectiveless iPad returned in 2017 at $329. Then the iPad Air returned in 2019, providing a mid-range model in between the iPad Pro and the iPad.

apple pencil ipad 2019 Apple

Adding Apple Pencil support to the non-pro iPad was a turning point for the tablet.

It would have been easy for Apple to withhold all the features that make the iPad Pro special from the rest of the iPad line, but Apple hasn’t done that. The real moment of truth for this strategy was in March 2018, when Apple unveiled the sixth-generation iPad, which added support for the Apple Pencil. The third-generation iPad Air, when it appeared, supported the Apple Pencil as well as Apple’s Smart Keyboard accessory.

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Not only does adding those features to the rest of the line strengthen the iPad as a whole, but it shows Apple’s remarkable confidence in the features it continued to add to the top of the line. Apple didn’t need to withhold the Apple Pencil from the rest of the iPad line; there were more features coming to the iPad Pro that would still motivate people to spend more money on those high-end tablets.

It’s that time again

Which brings us to today. The iPad Air has now gobbled up a bunch of iPad Pro features: It’s got an edge-to-edge display, a flat-edged design, Apple Pencil 2 support, a USB-C connector, and works with the Magic Keyboard. It’s even got a fresh new A14 processor, while the iPad Pro is using the souped-up but 2018 vintage A12Z.



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