On Monday (December 11) local time, well-known Apple whistleblower Mark Gurman wrote that Apple will conduct a comprehensive overhaul of its iPad series next year to reduce consumer confusion and provide new impetus for declining sales. Last month, Apple Chief Financial Officer Luca Maestri warned that iPad and Mac sales could see double-digit percentage declines in the fourth quarter of 2024.
Gurman said that the iPad product line was quite clear ten years ago, with two models, one large and one small. But over time, Apple added more options, new low-end models, a high-end Air, and the most powerful Pro version, with the goal of attracting different types of consumers and ultimately selling more tablets.
This strategy comes at a cost, though, with the iPad lineup becoming cluttered and confusing for savvy consumers. Currently, the five main products sold on the official website are: iPad Pro, iPad Air, iPad (10th generation), iPad (9th generation) and iPad mini.
Gurman wrote that they have slightly different screen sizes but similar features, making it difficult for consumers to know which one to choose.
Worse, the confusion often makes it unclear which accessories are compatible with which iPads. For example, the latest Apple Pencil (USB-C) doesn't work with the iPad (9th generation); the most expensive Apple Pencil (2nd generation) is also incompatible with several models.
The report wrote that Apple plans to make iPad Pro the clear top model, Air as the middle layer, and the 11th generation iPad at the bottom. Gurman revealed that the new iPad Pro may be equipped with a better screen, an M3 chip, a new design, and a Magic Keyboard accessory only available for the Pro series.
Gurman added that the "most extreme" approach would be to reduce the iPad product line to just Pro and Air, like the MacBook. But the MacBook still needs a cheaper model to enter the education market, otherwise it could lose out to Google's Chromebooks.
In addition, it is actually very difficult to kill the iPad mini. Even if the demand for large-screen iPhones has increased, a considerable number of people still prefer smaller tablets.
There are also reports that Apple is offering incentives to artists and record labels to encourage them to use spatial audio technology to produce music that immerses listeners in sound.
Starting next year, Apple plans to increase the weight of songs using Dolby Atmos technology, and artists who use such technology will receive higher royalties, people familiar with the matter said.
Currently, both Apple's AirPods and HomePod support panoramic sound playback. If more tracks can be played through spatial audio, consumers may be motivated to buy more Apple hardware.
In 2021, Apple introduced spatial audio in Apple Music for the first time. With the support of Dolby Atmos, artists can place each sound element where they want, creating a more realistic and immersive sound experience.
It is understood that Amazon’s music application also provides users with spatial audio that supports Dolby Atmos, and subscribers do not need to pay additional fees. Spotify does not currently support this format.