While there might not be any flashy Apple product launch event in the offing, it seems a new collection of Cupertino’s devices are set for a low-key announcement in the following days. This subtle approach to unveiling a new generation of iPad Pro via a simple press release, though not entirely unheard of, sparks the question: does Apple still have faith in its tablet line?
Considering Apple’s current range of iPads, including the 11-inch iPad, two 2025 iPad Air models with M3 power, a seventh-generation iPad mini only around a year old, and the May 2024-released 11 and 13-inch iPad Pros with M4 power expected to be succeeded this month, the answer seems to be a resounding yes.
However, some might argue that iPads have been relegated to the background in Apple’s product lineup in recent years. This wasn’t always the case; recall the buzz surrounding the release of the 2020 iPad Pro (4th Generation) with its “breakthrough LiDAR” technology.
While the iPad might not have been the apple of the company’s eye as much as the iPhone family, it does seem that the gap between the two product lines is widening. For instance, when was the last time you saw an iPad advertisement on TV, on YouTube, or elsewhere? If Apple’s marketing budget is anything to go by, AirPods and Apple Watches have taken precedence, making iPads feel like third-class citizens in the product hierarchy.
Despite this, iPads still dominate the tablet industry. So, why is the new M5-powered iPad Pro edition not receiving the grand launch it deserves? In the second quarter of 2025, Apple sold around a third of the world’s tablets. Moreover, during the same period the previous year, when the predecessor of the iPad Pro debuted on the market, Apple’s market share stood at an even more remarkable 36.6 percent, beating out competitors Samsung and Lenovo.
Indeed, competition might be part of the problem. With competitors like Samsung, Lenovo, Amazon, Xiaomi, Huawei, and Microsoft stepping up their game in the tablet market, one would expect Apple to follow suit and increase both advertising efforts and innovation for the iPad line.
However, iPads have an apparent problem with innovation and marketing. Consider, for instance, the 60Hz refresh rate-limited iPad Air (2025) screens, the largely unchanged iPad Pro design over the years, or the outdated Apple A16 Bionic processor in the 2025 “vanilla” iPad.
Despite these issues, it’s challenging to criticize the potentially familiar-looking iPad Pro (M5) edition, especially when competitors like the Galaxy Tab S11 Ultra have their own flaws and a high starting price of $1,200.
In recent years, Apple seems to be focusing on more than just enhancing the iPad Pro. The tech giant appears to be investing in the development of foldable devices. Rumors of the first-ever foldable iPhone, likely to be launched next year, and the first foldable iPad, which may follow soon after, are making the rounds. The latter is anticipated to be a hybrid between a tablet and a full-scale Mac computer, potentially carrying a hefty price tag.
Does Apple still believe in tablets?
Given their current lineup of iPads and upcoming releases, it appears that Apple still has faith in its tablet line.
Why isn’t the new M5-powered iPad Pro receiving a grand launch?
While iPads are still market leaders, it seems that Apple has shifted its marketing focus towards other products like the iPhone, AirPods, and Apple Watches.
What are the upcoming innovations expected from Apple?
Apple appears to be focusing on the development of foldable devices, with rumors suggesting the launch of the first-ever foldable iPhone and iPad in the near future.
