Apple iPad Pro 2021: M1 Chip & Future Innovations - Interview

Apple’s New iPad Pro: A Deep Dive into its Market Positioning

Apple’s first product event of 2021 proved to be exceptionally full, with a multitude of announcements made within a single hour. The company unveiled several new products, including AirTags, enhanced Apple Card family sharing, a redesigned Apple TV, a vibrant range of colorful iMacs, and a new purple iPhone 12 finish.

Among these new offerings, the 12.9” iPad Pro stands out as the most noteworthy from a market positioning standpoint.

Insights from Apple’s Leadership

This week provided an opportunity to speak with Greg Joswiak, Apple’s Senior Vice President of Worldwide Marketing, and John Ternus, Senior Vice President of Hardware Engineering, regarding the latest iPad Pro version and its role within the computing landscape for professionals.

In many respects, this new iPad Pro represents a leading competitor accelerating further ahead, enhancing an already exceptional offering. The previous model was already a top-tier computer, boasting a powerful combination of computing capabilities, battery life, and portability. This year’s iteration introduces upgrades to the M1 processor, RAM, storage speed, Thunderbolt connectivity, 5G radio, an ultra-wide front camera, and its groundbreaking Liquid Retina XDR display.

The Revolutionary Display

This constitutes a significant advancement, even considering the dominance of the 2020 iPad Pro. At the heart of this improvement lies the display itself.

Apple has effectively integrated its highly acclaimed $5,000 Pro Display XDR technology into a 12.9” touch-enabled version, with some refinements. The specifications are truly remarkable: 1,000 nit brightness, peaking at 1,600 nits in HDR, and featuring 2,500 full array local dimming zones – a substantial increase compared to the Pro Display XDR’s 576 zones within a larger scale.

Due to the virtual nature of Apple’s product launch this year, media representatives did not have immediate hands-on access to the new devices, including the iPad Pro. Consequently, a direct assessment of the XDR display’s performance is currently unavailable. However, the specifications are so impressive that visualizing them without experiencing the screen firsthand is a challenging task.

The display’s brightness surpasses that of any other Mac or iOS device on the market, potentially becoming a pivotal feature for professionals working with HDR video and photography. Delivering a micro-LED display with this level of density and brightness in millions of units represents a substantial investment.

The Drive for Continuous Improvement

The question of why Apple continues to push the boundaries of what is already one of the best portable displays available was posed to both Joswiak and Ternus.

“We’ve consistently strived to have the best display available,” Ternus explained. “We’re progressing from the best display on any device of this type and making it even better, because that’s our approach and what motivates us to come to work each day – to achieve that next significant leap.”

He continued, “[With the] Pro Display XDR, the key takeaway was the ability to bring this display and its capabilities to more locations within the workflow. Traditionally, there was only one expensive reference monitor at the end of the production line. Now, you can have that capability on the go, allowing creative professionals to benefit immensely.”

Streamlining Professional Workflows

Experience with the Pro Display and discussions with professionals have highlighted a common theme: a reduction in overall workload. The ability to manage color and image accuracy at multiple points in the production process, rather than solely relying on a reference monitor at the final stage, can prevent costly and time-consuming re-rendering or color correction passes. Integrating the Liquid Retina XDR display at a more accessible price point brings greater accuracy to more stages of production.

Headroom for Users and Developers

A compelling answer to the question of the aggressive specification upgrade emerged later in the discussion, and is particularly relevant here. Joswiak emphasized the importance of providing “headroom” – both for users and for developers.

“One of the things that iPad Pro has done is push the envelope,” Joswiak noted. “By pushing the envelope, it creates space for developers to innovate. When we launched the first iPad Pro, there were no Photoshop or other dedicated creative apps available. Now, there are countless options. We created that capability and performance – and, importantly, sold a significant number of units – which incentivized developers to create applications that leverage those features. They knew there was a substantial customer base and sufficient performance to support their efforts. We aim to provide that same headroom with each generation.”

“This benefits the customer, as they know they’re investing in a device with future-proof capabilities, and it empowers developers to create innovative solutions.”

The Power of the M1 Chip

The iPad Pro is now powered by the M1 chip – a departure from the A-series naming convention. This processor is identical (with similar memory configurations) to the one found in the iMac announced this week and the MacBooks launched earlier this year.

“It’s the same chip, it’s M1,” Ternus confirmed. “iPad Pro has always featured the best Apple silicon we produce.”

“It’s incredible that you can use a chip designed for a desktop computer and integrate it into an iPad,” Joswiak added. “The performance combined with such remarkable power efficiency is astounding. And to have all the associated technologies – the neural engine, ISP, Thunderbolt – it’s miles ahead of anything else on the market.”

M1: Redefining Power Efficiency

Initial testing of the M1 chip revealed its power-per-watt efficiency as a key differentiator. For decades, laptop users have typically reserved demanding tasks for times when their devices were plugged in due to power consumption concerns. The M1 chip is challenging those expectations for desktop-class processors. Apple is now offering not only the most powerful CPUs but also the most power-efficient CPUs on the market, in devices ranging from a $700 Mac Mini to a $1,700 iMac and a $1,100 iPad Pro.

“Your battery life is determined by the battery’s capacity and the system’s efficiency,” Ternus explained. “We’re constantly striving to improve system efficiency, and the M1 team has made tremendous progress in that area. The display also plays a role. We designed a new mini-LED for this display, focusing on efficiency and package size to ensure it could fit within the iPad experience while maintaining excellent battery life.”

“We weren’t willing to compromise on that,” Ternus emphasized.

Center Stage: A New Era of Video Conferencing

A prominent feature of the new iPad Pro is its 12MP ultra-wide camera with Center Stage. This auto-centering and cropping video feature is designed to enhance the human connection during FaceTime calls. It automatically identifies and centers faces within the frame, keeping them visible even as they move, stand, or lean. It also intelligently incorporates additional people who enter the camera’s field of view. Center Stage is also compatible with other apps like Zoom and Webex, with an API available for developers.

Early impressions suggest that this feature will become an industry standard for subject focusing. The cropping mechanic is executed smoothly, resembling a gentle zoom controlled by a steady hand rather than an abrupt framing change. It’s akin to watching a television show directed by an intelligent machine learning engine.

“This is a prime example of how we combine hardware and software,” Ternus stated. “It’s not just the camera; it’s also the SOC and the algorithms that detect and track the person, and the nuanced approach to panning and zooming. It requires a talented and creative team to achieve that ‘Apple-like’ feel.”

Addressing Camera Placement Concerns

Center Stage also helps mitigate the awkward horizontal camera placement when using the iPad Pro with the Magic Keyboard, a common drawback for video conferencing. Ternus was asked if Center Stage was specifically designed to address this issue.

“You can use the iPad in any orientation, so the experience will vary depending on how you’re using it. But the amazing thing is that we can continuously correct the frame. We’ve all been in video conferences all day, and it’s nice to be able to stand up and stretch without leaving the camera’s view. It’s been a game-changer.”

While similar cropping-type follow features are available on other video sharing devices and software, the user experience is paramount when deploying such features to millions of users. It will be interesting to see how Center Stage compares to the competition in a live setting.

iPad Pro vs. MacBook: Complementary Tools

Given the increasing convergence of features between the iPad Pro and Mac, the question of how to characterize an iPad Pro versus a MacBook buyer was posed. Joswiak responded directly.

“This is my favorite question because you have one group who believes the iPad and Mac are at war, a battle to the death. Then you have others who think they’re merging into a single platform with a grand conspiracy. Neither is correct. We work incredibly hard to have the best products in each category. The Mac is the best personal computer, and customer satisfaction confirms that.”

Joswiak pointed out that the PC category is growing, which he views positively. He also noted that the iPad business continues to outpace the tablet category (while avoiding the term “tablet” to describe the iPad).

“And it’s not an ‘either or’ situation. The majority of our Mac customers also own an iPad. They don’t replace their Mac with an iPad; they use the right tool for the right job.

“What [Ternus] and his team have created with the iPad Pro is something that extends this concept to creative professionals. They’ve given them a tool that’s equally at home for professional, income-generating work and for creative exploration. That’s exciting. It’s not one or the other; both have a role for these people.”

The Multimodal Future of Work

Having transitioned to an iPad Pro as my sole portable computer, I’ve been reflecting on the multimodal aspects of professional work, and it’s clear that Apple has been considering this as well, with the launch of a Pro Workflows team in 2018. Workflows have evolved dramatically over the past decade, and the iPhone and iPad, with their popularization of direct manipulation, have played a significant role. We’ve moved beyond simply asking ‘what is this new thing’ and ‘oh cool, this feels normal’ to a point where these tools feel vital and necessary.

“Contrary to some beliefs, we’re not considering what we shouldn’t do on an iPad to avoid encroaching on the Mac, or vice versa,” Ternus said. “Our focus is on creating the best possible iPad and the best possible Mac. Some people will work across both, while others will lean towards one based on their needs, and that’s perfectly fine.”

Apple consistently avoids engaging in the iPad versus Mac debate, preferring to position the iPad as a unique offering in the market. Joswiak often states that he doesn’t even like using the word “tablet.”

“There are iPads and tablets, and tablets aren’t very good. iPads are great,” Joswiak said. “We’re always pushing the boundaries with iPad Pro, and that’s what leaders do. They take things further than ever before, and the XDR display is a prime example. Who else would you expect to do that? And once you see it and use it, you won’t wonder; you’ll be glad we did.”

Image Credits: Apple