iPad Ipad 10.2: now it finally makes sense!

Discussion in 'iPad' started by Digitalguy, Sep 11, 2019 at 4:05 AM.

  1. Digitalguy, Sep 11, 2019 at 4:05 AM
    Last edited: Sep 11, 2019 at 4:07 PM

    Digitalguy macrumors regular

    Apr 15, 2019
    For those in a hurry: this thread is about why Apple decided to go with 10.2in and with A10. Apple has a clear strategy and it's explained below.

    We have been speculating in this forum about the ipad 10.2 since the CoinX leak in Spring, with some dedicated threads to the rumor. And you had several lines of thought, but nobody had a easy time understanding why Apple would make a 10.2in ipad. I have been thinking about it this morning and now it’s clear.
    The rumors seemed to point to a replacement to the entry level ipad (CoinX called it the ipad 7), for which Apple has been using the Ipad air 1 body since 2017. After the ipad air 3 in Spring (mid tier) it became hard to understand why Apple would go through the effort (and cost) of making a 10.2 screen and supposedly eat into Air territory.
    At that time I had supposed A11 to keep some distance, but a A12 with 10.2 would be way too close to the Air 3 to make sense (You would just give up 0.3 in for $200 less… especially as the Air is definitely a current model and is going to stay current at least until next year). Some people thought Apple would raise the price, but that made little sense too, given that this ipad has (also) an education target.

    So why 10.2 and why A10? Why do they both make perfect sense?

    The strategy is clear and started with the ipad 6. Adding pencil support would allow apple to sell extra pricey accessories without increasing the base price of the ipad 5 and make the ipad more compelling, therefore also selling more of them. The strategy went on with the air 3, where the connector was already there.

    For the 9.7 they could have taken the 9.7 pro body, but that would have meant resuming production of the discontinued 9.7 keyboard, which in addition was not a great experience.
    So what Apple did is stretch the ipad air 1 body to the 10.5 size, without reducing the bezels and the 10.2 was born, and compatible with the 10.5 keyboard.

    The size alone was a compelling argument, even more than the keyboard connector. But it was an additional cost. So to maintain the cost down, the best option was A10 (it’s still probably cheaper than A11 and keeps the necessary distance, given the increased screen size).
    It was an obvious choice that make perfect sense… for Apple.
    For us enthusiast it’s still a disappointment, but I guess most ipad users don’t even know what chip is inside their ipad. A bigger screen size is instead a compelling argument. It comes at the cost of additional overall size and weight, but few people are going to notice or mind that.
    Some people will keep complaining, but Apple strategy makes perfect economic sense.
  2. nicho macrumors 68030

    Feb 15, 2008
    They made it compatible with the smart keyboard for productivity and at the same time crossed the threshold at which Office is no longer free.

    It doesn't make a difference for education - where office 365 is free. But it doesn't make perfect sense at all for consumers. I'm not sure it (also) has an education target. I think education is the primary focus and consumers are secondary. Accept the tradeoff or buy a more expensive iPad.
  3. Digitalguy thread starter macrumors regular

    Apr 15, 2019
    Well, maybe in the US education is the primary focus. Here in Europe, not so much. Having said that nobody has statistics to say for sure how many ipads are sold to schools and how many to consumers.
    As for consumers, I don't think Apple really cared much about Office being free or not. You have google docs, pages etc. for free. I don't use them as I am a teacher and have office for free, but I know a lot of people that do and don't care about office.
  4. muzzy996 macrumors 6502

    Feb 16, 2018
    Yes, percentage of MS Office usage is market sector based. I’m a project manager and can say that I know a lot of people using Office on iPads who would care that they will eventually have to pay subscription fees in the future to retain the use of the applications on future iPads they upgrade to.
  5. theonekcrow macrumors 6502a


    Jul 12, 2009
    I don’t think this was put into consideration during the development of the iPad 10.2, but this actually gives Apple an advantage to market the seamlessness of iWork and iCloud, which is included with the purchase of an iPad.
  6. JPack macrumors 601


    Mar 27, 2017
    A $150 Fire HD tablet has a 10.1" display, so Apple had to at least match that size.

    Apart from that, it seems this 10.2" update was revenue driven. Adding a Smart Connector gives Apple the opportunity to sell a $159 Smart Keyboard, but how many users are willing spend that on a $329 iPad?
  7. MyopicPaideia macrumors 68000


    Mar 19, 2011
    Trollhättan, Sweden
    Well, you basically now get the previous gen 10.5” iPad Pro (minus 0.3” and 2 speakers) for the price of the budget iPad. The Air 3 only gives you back the 0.3” and the A12.

    It seems this new model has a lot to offer as far as value for money. Lots of pro and con discussions about the A12 vs the A10X - so the A10 shouldn’t be a problem with performance or longevity. For light productivity and gaming, media consumption, email web browsing, etc, it will be just as zippy as the Air 3.
  8. Powermax macrumors regular

    Aug 11, 2006
    I don't like the crappy 1,2MP front camera of this new iPad, so I prefer the new Air.
  9. ondert, Sep 11, 2019 at 1:55 PM
    Last edited: Sep 11, 2019 at 2:05 PM

    ondert macrumors 6502


    Aug 11, 2017
    The new iPad Air just ruined the product line. We have a mini version of something with a proper A12 chip, laminated screen etc. and normal sized version of that thing comes with much inferior specs. Clap.. clap.. clap.. That was only possible under Tim Cook's greed. Steve Jobs definitely would not accept such an absurd thing.
    At maximum, Steve Job's Apple could name the iPad Air just a regular iPad and call the low end ipad something different, like ePad.
    Since last 3 years, Tim Cook's actions really annoy me. March event and this one really pissed me off. I swear to him everyday and night probably. I'll be so happy the day he goes away.
  10. jonblatho macrumors 65816


    Jan 20, 2014
    The iPad Air serves well those who want a full-sized iPad — but not an iPad Pro — at the long-standing iPad base price of $499. It’s an excellent half-step between the two extremes for users who don’t want to shell out a few extra hundred bucks for essentially a nicer design and ProMotion display.

    Speaking as an owner of an 11” iPad Pro, if the current iPad Air that “ruined” the lineup were available when I made my purchase, it would have been a very strong contender to replace my 9.7” iPad Pro.
  11. Hym tix macrumors regular

    Hym tix

    Sep 21, 2012
    huh, i totally disagree. The more logical comparison would be to say: "you get the 2018 iPad 9.7 a little bigger"
    Specs and internal hardware are the exact same as the March 2018 iPad 9.7.

    There's nothing new or pro about this new iPad, its the same old "cheaper" 2018 iPad in a bigger box with a bigger screen that lets you connect the 10.5 Apple Smart Keyboard.
    I'm not saying thats a bad thing... for anyone in the market for the cheaper iPad, they now get it with a larger screen and better keyboard cover options. Just don't imagine it is any more than that.
  12. Digitalguy, Sep 11, 2019 at 3:51 PM
    Last edited: Sep 11, 2019 at 5:35 PM

    Digitalguy thread starter macrumors regular

    Apr 15, 2019
    You get much less that the ipad pro 10.5
    Totally agree with Hym tix on this. But the comment from MyopicPaideia shows what I was saying in my original post. People don't realize they are just getting a stretched ipad 2018 (in order to make it compatible with the 10.5). And if people on this forum don't realize it, I guess a lot (probably most) ipad buyers won't realized it either.
    So Apple strategy does work.
    By the way ipad pro 10.5 is thinner and lighter (same weight as the 2019 9.7) with thinner bezels, has a laminated and less reflective screen at 600 nits, it has a much faster chip, pro motion, double the storage, better camera, USB 3.0 and fast charging support (in addition to speakers and screen size). Anyone will attach the importance that they want to each thing, but many people are simply not aware of (or do not think of) all these differences.
    --- Post Merged, Sep 11, 2019 at 3:57 PM ---
    In my opinion the ipad line makes perfect sense. I explained why the mini has its place and why its specs make sense in a post some time ago (in short, it's not worth it for apple to make different tiers of the mini (contrary to air and pro 11), so mid-tier specs are the best compromise for everyone, especially at 399).
  13. muzzy996 macrumors 6502

    Feb 16, 2018
    Agree. For those looking for a new base model iPad there are improvements to be had.

    What the model line up boils down to for me is that the 10.2 has made the 2019 Air an odd fish, and a refurbished 10.5 more attractive.

    32gb iPad 10.2 - $329
    128gb iPad 10.2 - $429

    64gb iPad Pro 10.5 REFURBISHED - $469

    64gb iPad Air 2019 - $499
    256gb iPad Air 2019 - $649

    64gb iPad Pro 11' - $799

    The Air certainly sits in the middle price wise but I'm not sure the cost difference is justified until refurbished 10.5 models are no longer available. And yes, I am aware there are spec differences.
  14. Digitalguy thread starter macrumors regular

    Apr 15, 2019
    329 is just the entry level, some people spend more and I guess spending it "after the purchase " like 6 months later hurts less...
    --- Post Merged, Sep 11, 2019 at 4:02 PM ---
    Yes for apple free office is not a big argument. For some people it may well be. Thinking of it, I may add this to the sale arguments when I sell my 9.7 pro ;)
  15. Hym tix macrumors regular

    Hym tix

    Sep 21, 2012
    Yeah, I'm sure the strategy will work. Now Apple has a "brand new 2019 iPad" and that will be enough to draw a lot of buyers.

    and that is just frustrating because its great when a large company applies their resources toward innovation and this... is not. I mean, wasn't the 2018 iPad released as a lower -spec device? and now the 2019 iPad has the same exact lower specs 18 months later?
  16. AutomaticApple macrumors 68000


    Nov 28, 2018
    Thanks for the quick explanation! :)
  17. ACG12 macrumors 6502a

    Jun 9, 2015
    The only way the new 2019 iPad 10.2 would’ve been worth purchasing is if the base storage would’ve been 64gb and had 3gb RAM (which I doubt Apple did).

    Quite disappointed in Apple, 32gb is a joke in 2019.
  18. Digitalguy, Sep 12, 2019 at 3:24 AM
    Last edited: Sep 12, 2019 at 6:42 AM

    Digitalguy thread starter macrumors regular

    Apr 15, 2019
    Again the strategy makes perfect sense for Apple, not necessarily for consumers (who will buy anyway).
    Apple had to recoup the cost of stretching the device (to make it compatible with the 10.5 keyboard and therefore cross-sell more pricey accessories) by keeping all other costs down as much as possible.
    The strategy is working as most people so far are considering that the 2019 ipad has more value than the 2019, which had already "a lot of value" (what they don't think about is that a spec bump for the same price is the norm in new generations, and here there is no spec bump, and that the 2018 one is almost $100 cheaper new)
  19. Macintoshrumors macrumors 6502


    Oct 18, 2016
    I doubt the FireHD was on apples radar.
  20. JPack macrumors 601


    Mar 27, 2017
    Given that Amazon Fire tablet shipments grew 50% YoY, anybody smart would be watching.

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