An interview with Apple's Greg Joswiak and John Ternus on the new iPad lineup, the M4 chip, why the iPad and Mac both matter, the iPad as an “AI PC”, and more

Apple's Greg Joswiak and John Ternus on the new iPad lineup, why the iPad and Mac both matter, the iPad as an ‘AI PC,’ and more.

Fast Company 2024-05-16 Harry McCracken

Context & Ripple Effects

Apple has long argued that iPad and Mac should remain separate: executives previously said there were no plans to merge the two product lines, even as the iPad Pro gained Apple’s M1 chip. This interview extends that product-positioning line into the M4 and AI-PC conversation.

The framing also follows Apple’s effort to make iPad software more capable through iPadOS multitasking changes. The significance is not a merger of categories, but a renewed case for the iPad as its own computing surface alongside the Mac.

First-order effects

Apple gives the new iPad lineup a clearer AI-PC narrative centered on the M4 chip, rather than presenting the tablet solely as a companion device.
The company reiterates that iPad and Mac serve distinct roles, preserving separate product and messaging tracks for the two lines.

Second-order effects

Buyers evaluating Apple’s higher-end devices face a more explicit choice between an AI-positioned touchscreen tablet and a Mac, rather than an expectation that one category will replace the other.
PC and tablet rivals must contend with Apple applying AI-computing language to a device category that has historically been positioned differently from laptops.

Third-order effects

If Apple sustains this framing through software and hardware releases, the AI-PC label could become less tied to conventional laptops and more about which devices can support AI-centric work.
Maintaining separate iPad and Mac roles would favor differentiated interfaces and workflows over a single converged personal-computing category.

The trend: AI hardware positioning is expanding beyond the traditional PC, with vendors defining AI-capable devices by their role and interface rather than by a single form factor.

Discussion

@mrwhosetheboss Arun Maini on x
2. How the new iPad is more durable: [video]
@wongmjane Jane Manchun Wong on x
The old Magic Keyboard technically “works” with the new iPad Pro (and vice versa) if you align the connectors correctly [video]
@mrwhosetheboss Arun Maini on x
3. Now that the iPad Pro is lighter than the Air, what's the point of the Air? [video]
@leakerapple @leakerapple on x
@RjeyTech People were clowning Apple for making it thinner but it was a needed upgrade to improve the Magic Keyboard.
@tailosivetech @tailosivetech on x
I'll spend several thousand dollars on a Mac OR an iPad. Not both. Pick one. [image]
@markgurman Mark Gurman on x
Just tried the new iPad Pro. It's paper thin. Super light and speedy. Still an iPad Pro. New keyboard is terrific. I like the silver much more than the prior white keyboard but keeping the black.
@dylanmcd8 Dylan on x
Really neat Apple Pencil Pro tidbit: it will add a digital shadow that looks like the tool you're using! [image]
@rjeytech @rjeytech on x
It's crazy how thin the new iPad + Magic Keyboard combo is compared to the old combo [image]
@snazzylabs @snazzylabs on x
Absurd? Yes. But this is the stuff Apple does that makes their products feel so much more polished than everything else.
@harrymccracken Harry McCracken on x
I talked to Apple's Greg Joswiak and John Ternus about the new iPad Pro's design challenges, how the iPad relates to the Mac as an idea, what Apple is trying to communicate when it talks about AI, and more. https://www.fastcompany.com/ ...
@zollotech Aaron Zollo on x
One thing I didn't mention in the iPad Pro video is when I picked up the box for the first time I didn't think there was anything in it because it was so light. It just seemed weird to me, but thankfully it was there.
@durreadan01 Adan on x
Hot take: macOS should NOT be on iPads. It makes no sense to keep asking for it. If you need macOS, buy a MacBook. An iPad is a tablet. It should run a tablet OS. macOS won't be intuitive at all on the iPad form factor with a touch screen. [image]
@vadimyuryev Vadim Yuryev on x
Wow this is extremely impressive! Ths M4 iPad Pro doesn't thermal throttle in this test?! This is absolutely insane and completely unexpected compared to M2. Apple wasn't kidding out their new thermal system!
@dancesoldier_mm Maximilian Markgraf on x
@iupdate Bruh 💀 you must be filthy rich to have enough money to simply destroy 4 brand new iPas Pro... Dang
@ianzelbo Ian Zelbo on x
Let's ratio this buffoon
@iupdate Sam Kohl on x
Oh no [Picture of 4 bent iPad Pros]
@tailosivetech @tailosivetech on x
Spooky... love Apple's attention to detail 👏🏼
@roloswaggins Rolo Swaggins on x
@iupdate This is wasteful. You are one of the worst content creators
@bullslab BullsLab Jay on x
M4 ipad vs M2 ipad 3DMark Wild Life Extreme - Stress Test Source: https://www.youtube.com/... [image]
@ianzelbo Ian Zelbo on x
@iupdate Bro
@9to5mac @9to5mac on x
Apple says the majority of Mac users also own an iPad, which likely means macOS is never coming to the iPad https://9to5mac.com/... by @iryantldr
@bengeskin Ben Geskin on x
@iupdate I told you don't sit on it
@briantong Brian Tong on x
Y'all ready for this? @Apple Answers Your Burning Questions for the New M4 iPad Pro! Plus, macOS on an iPad? Multiple User Logins? A Calculator App? I asked them all. https://www.youtube.com/... [image]
@mrwhosetheboss Arun Maini on x
Their reaction to me pulling out my Samsung lol [video]
@mrwhosetheboss Arun Maini on x
Managed to have a chat with John Ternus and Greg Joswiak (execs from Apple) to talk about the new iPads, here are their 3 biggest insights: 1. Why they keep making the iPad thinner: [video]

Chronicles