ttupper

In order for the iPad "pro" to serve as a PC replacement, it needs to be distinctly more capable than any other iPad, or indeed any other tablet device.  And in point of fact, it isn't.  In my view, the "pro" moniker used on these devices is largely a marketing device and I personally find it a little insulting.  To whit: a device doesn't become "pro" because it receives some modest upgrades and is given that moniker.  A pro device is distinguished by feature and capability, and I think these devices fall rather short from that perspective.

Let me provide the devil's advocate view of what Apple did today:  Apple raised the price of the best 9.7" iPad by 17 percent.  Here are some hard truth's which drive my perspective:

- In years past, Apple has always increased the speed of the top tier iPad while keeping the entry level price similar or identical.
- In years past, Apple has frequently improved the quality of the iPad display (adding Retina, etc.) while keeping the entry level price similar or identical.
- In years past, Apple has always added feature improvements to the to iPad (touch sensor, etc.) while keeping the entry level price similar or identical.
- In years past, Apple has made improvements achieved primarily through software available across nearly the entire iPad line.

This year, however, Apple did this: Apple debuted a 9.7" device with a modestly better display, a faster processor, some device specific software support, and some built-in support for functionality that can be added to any other iPad through third parties (pens, keyboards).  And they upped the entry price for that device by $100.

I think that people are deluded if they believe this is a good thing from a consumer point of view.  What Apple is doing, here, is signaling that they will create new product categories rather than update existing lines, for the purpose (I can only surmise) of justifying a higher margin.  And why would they do that?  Well, perhaps because the unit sales and margins of iPads has been declining for some time now.  Last quarter, by 25% and 21%, respectively.  Against that, Apple is seeking to reinvigorate the iPad lineup.  However, I don't think the typical consumer will find these improvements compelling in the face of a higher entry barrier.  

In essence, Apple has messaged consumers that if they want the best experience, Apple is happy to package that as a different product category and sell it for more... rather than aggressively improving their existing product lines (Air2 will now languish until what... Air3?).  That's a change, and from a consumer perspective, not a good one.