It's finally time for the iPad to shine. After a long hiatus between updates, it looks like Apple's iPad line will receive more than just a major update and a design update during the 'Let Loose' event on May 7. It could probably be the showcase for the newest piece of Apple Silicon and Apple's generative AI strategy.
There are a lot of unusual things about this May 2024 Apple iPad event. First, it will take place early in the morning on May 7, starting at 7 a.m. PT in Apple's hometown of California. Apple typically kicks off events hours later in the morning, Pacific Time.
Second, it's a virtual event, but Apple calls it, what I hope is a pre-recorded video presentation, “Keynote.” Keynotes are usually the first speech of a larger ongoing event. As far as I know, there's nothing going on beyond what Apple CEO Tim Cook and his cohorts offer in what is expected to be a 35-minute presentation, according to Mark Gurman of reliable leaker Bloomberg.
Apple's Worldwide Developers Conference (WWDC) is just over a month away, but Apple has apparently chosen this iPad event to reveal a new piece of Apple Silicon: the M4 chip.
But wait, it gets stranger.
A very different event
Most rumors place that new M4 inside Apple's anticipated high-end 12.4-inch iPad Pro tablet (just one of multiple anticipated new iPads that include a pair of new iPad Air tablets).
Typically, Apple introduces Apple Silicon upgrades to its popular Mac line. The Apple M3 chip appeared in the iMac, MacBook Pro 14, and then the excellent MacBook Air 13 earlier this year. Similarly, the MacBook Air, Mini, and MacBook Pro launched with various versions of the OG Apple M1 in 2020 before Apple Silicon appeared in the iPad Pro in 2021 and then the iPad Air the following year.
Thats not all. There are signs that Apple could preview its AI approach on the iPad Pro, a fair assumption since most believe Apple is preparing generative AI on the device via the long-awaited M4 chip.
Maybe this is just a glimpse. Seriously, how much would Apple share about AI strategy at its developer conference so soon, in just over a month? No matter what Apple shows off on the iPad, Tim Cook recently made it clear that Apple's AI intentions go far beyond a single device. As he told investors last week on Apple's earnings call: “We see generative AI as a very key opportunity across all of our products and we believe we have differentiating advantages there.”
Apple Generative AI is not just a game for iPad, Mac or iPhone. It's potentially a broad, strategic shift in focus that will underpin Apple's ecosystem.
But back to Tuesday's Apple event.
Get ahead of the competition
If all of these things are true, Apple is suddenly putting the iPad back in the spotlight, entrusting it with the launch of its latest custom CPU and Apple AI. It's a big vote of confidence and a lot of responsibility for a somewhat overlooked product category that, at least on the sales side, has floundered a bit in recent years.
Speaking of which, Apple also promised on the earnings call that iPad sales would see double-digit growth in the next quarter. This is probably confirmation that this is an iPad event and that Apple will offer more than just a light update.
While it surprises me that Apple is introducing new AI chips and features to its product line in a somewhat delayed manner, it also makes sense. Between now and WWDC 2024, both Microsoft and Google will be holding major events, Microsoft Build and Google I/O, which should tell us a lot about their ongoing efforts in generative AI. Those companies have a big advantage over Apple.
Additionally, Microsoft is expected to launch new Surface tablets with Qualcomm chips, such as the Snapdragon X Plus and Snapdragon X Elite. These mobile CPUs stand out, according to Qualcomm, for their efficiency and performance, especially in AI tasks. Qualcomm already claims that its chips outperform Apple's M3.
The best way for Apple to steal the show from Qualcomm, Microsoft and Google is to pre-announce an AI-enabled Apple M4 and show just a little of its Apple AI before the first Qualcomm system is released, before Microsoft reveals any big ones. Copilot updates. for Windows 12, and before Google impresses us with even more Gemini tricks.
Viewed from that perspective, Apple's rumored plans aren't all that surprising. The iPad gets a big boost that sets it up for a strong 2024, Apple fans and would-be game changers see another generational leap in performance in the M4, and we finally learn how Apple plans to rule the AI-obsessed world.
