Interview: Apple executives on the 2021 iPad Pro, stunting with the M1 and creating headroom

Apple’s first product event of 2021 ticked over and they had already made 3 announcements we knew it was going to be a packed one. In a tight single hour this week, Apple launched a ton of new product including AirTags, new Apple Card family sharing, a new Apple TV, a new set of colorful iMacs, and a purple iPhone 12 shade.

Of the new devices announced, though, Apple’s new 12.9” iPad Pro is the most interesting from a market positioning perspective. 

This week I got a chance to speak to Apple Senior Vice President of Worldwide Marketing Greg Joswiak and Senior Vice President of Hardware Engineering John Ternus about this latest version of the iPad Pro and its place in the working universe of computing professionals. https://buy.tinypass.com/checkout/template/cacheableShow?aid=Fy7FpgyUxA&templateId=OTFG5NJ4T3PE&templateVariantId=OTV4O75Z52E8J&offerId=fakeOfferId&experienceId=EXC78P3VUPI4&iframeId=offer_13ddad599095874aa579-0&displayMode=inline&widget=template

In many ways, this new iPad Pro is the equivalent of a sprinter being lengths ahead going into the last lap and just turning on the afterburners to put a undebatable distance between themselves and the rest of the pack. Last year’s model is still one of the best computers you can buy, with a densely packed offering of powerful computing tools, battery performance and portability. And this year gets upgrades in the M1 processor, RAM, storage speed, Thunderbolt connection, 5G radio, new ultra wide front camera and its Liquid Retina XDR display. 

This is a major bump even while the 2020 iPad Pro still dominates the field. And at the center of that is the display.

Apple has essentially ported its enormously good $5,000 Pro Display XDR down to a 12.9” touch version, with some slight improvements. But the specs are flat out incredible. 1,000 nit brightness peaking at 1,600 nits in HDR with 2,500 full array local dimming zones — compared to the Pro Display XDR’s 576 in a much larger scale.

Given that this year’s first product launch from Apple was virtual, the media again got no immediate hands on with the new devices introduced, including iPad Pro. This means that I have not yet seen the XDR display in action. Unfortunately, these specs are so good that estimating them without having seen the screen yet is akin to trying to visualize “a trillion” in your head. It’s intellectually possible but not really practical. 

It’s brighter than any Mac or iOS device on the market and could be a big game shifting device for professionals working in HDR video and photography. But even still, this is a major investment to ship a micro-LED display in the millions or tens of millions of units with more density and brightness than any other display on the market. 

I ask both of them why there’s a need to do this doubling down on what is already one of the best portable displays ever made — if not one of the best displays period.

CREDIT: https://techcrunch.com/

There are no comments

Leave a Reply

Your email address will not be published. Required fields are marked *

Start typing and press Enter to search

Shopping Cart
Click to chat
1
Chat with us!
Hi, 😃

How can I help you?