Apple is cutting prices on two iPad models and introducing red iPhones, but the company held back on updating its higher-end iPad Pro tablets.
A much-speculated 10.5-inch iPad Pro didn’t materialize, nor did new versions of existing sizes in the Pro lineup, which is aimed at businesses and creative professionals. The new devices are mostly refreshes of existing models. Apple unveiled them through press releases Tuesday rather than a staged event, as it typically does for bigger product releases.
The iPad updates come as the tablet market continues to decline, after a few years of rapid growth. According to IDC, tablet shipments fell 20 percent to 53 million worldwide in the final three months of 2016, compared with the same period in 2015.
The iPad Air 2 is replaced by a new model simply called the iPad. It retains a 9.7-inch screen, but gains a little weight and thickness. The display is brighter and the processor faster. Its price starts at $329 for 32 gigabytes of storage, down from $399. The standard-size iPad is now cheaper than the smaller Mini model.
The 7.9-inch iPad Mini 4 now comes with 128 gigabytes of storage starting at $399, rather than $499 before. Apple is eliminating the 32-gigabyte model, which used to sell for $399. Nothing else is changing.
Apple is also releasing a red edition of the iPhone 7 and 7 Plus; for each phone sold, Apple is donating an unspecified amount to HIV and AIDS programs. And Apple is doubling the storage on the smaller iPhone SE while keeping the $399 starting price.
The new iPad Mini 4 is available right away, while the standard-size iPad comes out next week, with orders to begin Friday. The new iPhone SE comes out Friday, while the red iPhones are expected by the end of the month, with advance orders beginning Friday.
IDC analyst Jorge Vela had high hopes for a 10.5-inch iPad. He said such a size might have offered room for a better keyboard, compared with the 9.7-inch iPad Pro, and it wouldn’t have been as bulky as the 12.9-inch version.
And Apple typically sparks consumer interest when it has new sizes and designs, Vela said, as seen by a jump in sales following the introduction of larger iPhones in 2014 (iPhone sales have since dropped.) Vela said a 10.5-inch version might have been enough for existing iPad owners to upgrade.
A 10.5-inch version may still come this year, closer to the holiday shopping season, along with updates to existing Pro sizes.
Jackdaw Research analyst Jan Dawson said Tuesday’s announcement makes it “even clearer that there are two very distinct iPad tiers now — the iPad Pro and the basic iPads. The iPad Pros will likely continue to get all the best new features, while the basic iPad will get occasional updates and new features a little later than the Pros, lagging a generation or two behind.”
The processor in the new standard-size iPad, for instance, is akin to what’s in the iPhone 6S from 2015. The Mini’s processor is even older.
Dawson said that the number of tablet owners is still growing, even if overall sales are declining because people aren’t upgrading often. He said the new $329 price for the 9.7-inch iPad should help spur sales. New 9.7-inch models have previously cost at least $499.