Apple already did that many times with iphobe cannibalize the ipod segment
This is not it
I view the relationship between iPod & iPhone differently than I do the one between MacBook & iPad.
In the former, I see much more an
evolution than a
cannibalization. In 2001, there were two separate segments: mobile audio and mobile communication. Those segments required their own function-specific devices. Apple saw an opportunity to eventually combined those two segments and, by default, devices. The 2001 iPod launch was Apple's toe-in-the-water attempt at making a phone. iPod was always intended to evolve into a mobile phone - they just didn't yet have the cellular expertise, in-house, to get there. 4 years later, their phone intentions all but crystallized when they partnered with Motorola and AT&T to place iTunes on the Motorola ROKR E1. A mere 2 years later, boom: iPhone. Again, iPod was
always an intentional, methodical approach to eventually landing on iPhone.
The relationship between MacBook and iPad is a bit different (tho at some point, iPad may usurp MacBook). Unlike the two segments iPod and iPhone would eventually merge, MacBook and iPad both serve the same single segment: mobile computing - making an evolution a bit trickier. In an effort to coexist, they each offer slightly (or greatly, depending on who you ask) takes on OSes and, in turn, their definitions of
mobile computing. So far, Apple has positioned the MacBook (and Pro) for "serious work" while iPad (and Pro) as more for "entertainment" and "leisure" - two activities that are conducted
after all of the "serious work" completed on a MacBook. This is really just carefully crafted positioning and messaging to help justify the ownership of both devices. Today, an iPad can easily handle 100% of the computing needs of 90% of users out there (email, social, browsing, music, photos, videos, entertainment, etc.). My mom is the shining example of this type of user. A decade ago, she left her iMac for an iPad and has not looked back. No need. For 10% of us, a still not yet statistically relevant number, iPad can handle ~90% of our needs. It's just that last 10% is a doozie - keeping us in MacBooks. For now. Make no mistake, Apple is 100% ok with this sceanrio. Until MacBook users stop buying iPads, there is little incentive for Apple to flip any mobile computing switches. But it does seem inevitable, at some point, that iPad will replace MacBook. Right now, it feels like the chapter when both iPhone and iPod were alive and well. This transition feels similar. We'll see.