Apple's New iPad Air Demoed in Videos From Chinese Media Press Event

[BenConlin44]

There haven’t been any rumors of production issues at TSMC, so I don’t think it’s an A14 issue. TSMC has been as reliable a supplier as you could dream about.

Bleeding edge technology, available at scale, and seemingly flawless execution makes TSMC the perfect partner. To access that product, Apple apparently is willing to pay whatever TSMC has been asking. Kind of like Apple’s customers 🙂

If parts availability is the reason for the lack of a hard ship date—you may very well be right about that—I’d suspect maybe the new TouchID power button.

But more likely I think is that they simply haven’t started large scale production, and aren’t sure exactly what the ramp is going to look like yet, as suggested by @CarlJ a couple posts above.

I’d heard some rumours that mass production on a14 would start in Q4 (October) but considering mass production on iPhone 12 has started I think a14 is ready. What is definitely holding it back as stated on the promo video information is that the FCC hasn’t approved the cellular model.

 

[djgamble]

Though the new iPad Air models were announced on Tuesday, Apple isn't accepting orders until an unspecified date in October, so it's going to be awhile before we get to see them in person. We can expect to see U.S. media reviews at some point in the future, likely shortly before the launch date.

Small point... 'we predicted Apple was gonna release a MacBook Air with an ARM chip that's faster than Intel's offering - this iPad is the result of that rumour so it's sorta disappointing'.

 

[Seanm87]

The reason it has bigger bezels is that its 10.9" and not 11.0", and they didnt want to change the exterior width/height, otherwise they'd have to make a new magic keyboard thats slightly smaller and a whole range of other cases and future accessories.

Or maybe the touch ID nees a bigger bezel.

Why not just make it 11 inch then?

Touch ID sensors in phones are very thin. Face ID takes up far more room.

 

[satchmo]

The reason it has bigger bezels is that its 10.9" and not 11.0", and they didnt want to change the exterior width/height, otherwise they'd have to make a new magic keyboard thats slightly smaller and a whole range of other cases and future accessories.

The differentiation will be in the next Pro, which has long been rumored to be a mini-LED backlit display. I’m pretty sure there was a technical (or cost) reason to be at 10.9 instead of 11”.

Of course, if there's a technical reason. But otherwise, if the exterior are identical, Apple simply made a thicker bezel to 'uglify' the Air. It's the same with the iPhone 11 and 11 pro. They know it's not a dealbreaker (for most), but part of their strategy to upsell their products to the top tier.

 

[profets]

I realize Apple wants to differentiate the two slightly, but to artificially make the bezel larger, is really petty. If there's no technical reason, it should the same width.

The reason it has bigger bezels is that its 10.9" and not 11.0", and they didnt want to change the exterior width/height, otherwise they'd have to make a new magic keyboard thats slightly smaller and a whole range of other cases and future accessories.

The differentiation will be in the next Pro, which has long been rumored to be a mini-LED backlit display. I’m pretty sure there was a technical (or cost) reason to be at 10.9 instead of 11”.

I’m not sure if I could tell 0.1” difference if they were side by side. I really love what they did to the Air. Even though it’s not a pro iPad it’s significantly separate from the regular iPad now. Before it was just a better screen and faster processor but it looked exactly the same.

Like @kimnkk mentioned, its likely to make sure the overall exterior dimensions are nearly identical to the 11" Pro. Though interesting in how the Air is 6.1mm while the Pro is 5.9mm. Wonder why the difference in thickness.

Also, why not just use the same 11" display? they legit just cut 16 pixels in one dimension and 20 pixels in the other (I don't remember exactly). Seems insignificant. Makes you wonder if it was done purposely just to make the Air seem in a different screen size class.

Of course, if there's a technical reason. But otherwise, if the exterior are identical, Apple simply made a thicker bezel to 'uglify' the Air. It's the same with the iPhone 11 and 11 pro. They know it's not a dealbreaker (for most), but part of their strategy to upsell their products to the top tier.

While I don't disagree, the iPhone XR/11's display being LCD required bit more bezel compared to the X/XS/11Pro's OLED.

With the iPhone 12 / 12 Pro it should be interesting to see how they handle it given they'll all be OLED displays.

 

[PickUrPoison]

Of course, if there's a technical reason. But otherwise, if the exterior are identical, Apple simply made a thicker bezel to 'uglify' the Air. It's the same with the iPhone 11 and 11 pro. They know it's not a dealbreaker (for most), but part of their strategy to upsell their products to the top tier.

Like @kimnkk mentioned, its likely to make sure the overall exterior dimensions are nearly identical to the 11" Pro. Though interesting in how the Air is 6.1mm while the Pro is 5.9mm. Wonder why the difference in thickness.

Also, why not just use the same 11" display? they legit just cut 16 pixels in one dimension and 20 pixels in the other (I don't remember exactly). Seems insignificant. Makes you wonder if it was done purposely just to make the Air seem in a different screen size class.



While I don't disagree, the iPhone XR/11's display being LCD required bit more bezel compared to the X/XS/11Pro's OLED.

With the iPhone 12 / 12 Pro it should be interesting to see how they handle it given they'll all be OLED displays.

They made the exterior dimensions nearly identical. I can’t imagine any other reason than to make it compatible with the same accessories as the Pro. Other design considerations were secondary to that requirement.

I think it’s safe to assume this is the display the Air will use for the next 3-4 years, and that it’s cheaper to manufacture than the Pro display, which is about to be obsolete.

If people want to believe Apple thought they could drive people to the Pro model by chopping off 16 pixels or having a slightly thicker bezel, that’s fine.

But imo these are the features Apple thinks will drive people from a $599 Air to a $799 Pro:

• FaceID/True Depth sensor
• Dual rear camera
• LiDAR sensor
• Higher performance (from higher spec CPU/GPU/RAM)
• Higher capacity SSD options
• Twice the base storage (128GB)
• Better sound (quad speakers)
• mini-LED display (soon)

 

[russell_314]

They made the exterior dimensions nearly identical. I can’t imagine any other reason than to make it compatible with the same accessories as the Pro. Other design considerations were secondary to that requirement.

I think it’s safe to assume this is the display the Air will use for the next 3-4 years, and that it’s cheaper to manufacture than the Pro display, which is about to be obsolete.

If people want to believe Apple thought they could drive people to the Pro model by chopping off 16 pixels or having a slightly thicker bezel, that’s fine.

But imo these are the features Apple thinks will drive people from a $599 Air to a $799 Pro:

• FaceID/True Depth sensor
• Dual rear camera
• LiDAR sensor
• Higher performance (from higher spec CPU/GPU/RAM)
• Higher capacity SSD options
• Twice the base storage (128GB)
• Better sound (quad speakers)
• mini-LED display (soon)

I agree with all of that! The only think I wonder is if Apple will be cannibalizing their iPad Pro market with the Air for non pro customers. With the old Air vs the current Pro the choice was clear for me. Now the Air seems to be the best choice.

FaceID... Meh I love it on my iPhone but on an iPad it's not so critical for me.

If I want cameras I have an iPhone.

LiDAR... Don't care about AR so meh again. Higher performance... Maybe but that Air looks like it would do anything I could ask it to.

More than 256 GB SSD isn't needed for me.

Base Storage might be an issue if price of the 128 GB Pro compares to the 256 GB Air

Better sound could be nice but I loved the sound on my iPad mini 4 so. It made my Samsung tablet sound like trash

Mini LED... I don't know enough to care at the moment.


Obviously I'm a non pro customer so many of those features the pros will care about. I think maybe they made the Air just too good IMO

 

[macagain]

I wonder if it supports the split keyboard. I really hope so, but I'm not holding my breath.

 

[satchmo]

They made the exterior dimensions nearly identical. I can’t imagine any other reason than to make it compatible with the same accessories as the Pro. Other design considerations were secondary to that requirement.

I think it’s safe to assume this is the display the Air will use for the next 3-4 years, and that it’s cheaper to manufacture than the Pro display, which is about to be obsolete.

If people want to believe Apple thought they could drive people to the Pro model by chopping off 16 pixels or having a slightly thicker bezel, that’s fine.

But imo these are the features Apple thinks will drive people from a $599 Air to a $799 Pro:

• FaceID/True Depth sensor
• Dual rear camera
• LiDAR sensor
• Higher performance (from higher spec CPU/GPU/RAM)
• Higher capacity SSD options
• Twice the base storage (128GB)
• Better sound (quad speakers)
• mini-LED display (soon)

I agree those features in addition to the thicker bezels, drive people to consider the Pro vs. the Air.
It's very strategic pricing.

The Air at it's previous $499 price would be a no-brainer purchase. But at $599, it makes those looking for a pro-level iPad consider spending just $200 and go Pro.

 

[PickUrPoison]

I agree with all of that! The only think I wonder is if Apple will be cannibalizing their iPad Pro market with the Air for non pro customers. With the old Air vs the current Pro the choice was clear for me. Now the Air seems to be the best choice.

FaceID... Meh I love it on my iPhone but on an iPad it's not so critical for me.

If I want cameras I have an iPhone.

LiDAR... Don't care about AR so meh again. Higher performance... Maybe but that Air looks like it would do anything I could ask it to.

More than 256 GB SSD isn't needed for me.

Base Storage might be an issue if price of the 128 GB Pro compares to the 256 GB Air

Better sound could be nice but I loved the sound on my iPad mini 4 so. It made my Samsung tablet sound like trash

Mini LED... I don't know enough to care at the moment.


Obviously I'm a non pro customer so many of those features the pros will care about. I think maybe they made the Air just too good IMO

Agreed it’ll cut into the Pro sales, and that’s why they tacked on a full $100 onto the new Air. So even though more will buy Air instead of Pro, Apple will still make their margin.

If they’d kept the price at $499, they’d likely have taken a hit to both revenue and profit, and Pro sales would have taken a huge hit. That type of cannibalization, Apple does care about.

By reducing the price gap from the Air to Pro from $300 to $200, balance is restored. Having a closer to Pro feature set results in a closer to Pro price.

Sounds simple but it’s a tough balancing act to properly differentiate the feature set in relation to the price, along with the (perceived, at least) value to the customer. Done correctly, it really doesn’t matter to Apple which model you buy.

 

[PickUrPoison]

I agree those features in addition to the thicker bezels, drive people to consider the Pro vs. the Air.
It's very strategic pricing.

The Air at it's previous $499 price would be a no-brainer purchase. But at $599, it makes those looking for a pro-level iPad consider spending just $200 and go Pro.

Apple is genius at the buy more, get more marginal pricing strategy. You start out toward the bottom end, and before you know it you’re thinking, well I might as well spend an extra $x.xx and get the (extra features, greater storage capacity or next model up).

But that’s if you have the disposable cash. If you’re on a budget, you’ll still get a nice product. Nothing wrong with the $299 iPad; it’s still very capable. It’s not hard to believe it’s the best selling iPad.

 

[rosegoldoli]

It's called Rose Gold, but it looks like the new Gold Apple has had for a little while... So is it (old) Gold, (old) Rose Gold, or (new) Gold? Does (new) Rose Gold = (new) Gold?

it looks way more pink, i want it