Apple's M4 iPad Pro: A Powerhouse That Sparked Controversy
Apple's recent launch of the 2024 iPad Pro lineup has created waves in the tech world, not just for its impressive specifications, but also due to a controversial ad campaign. Let's dive into the details of this powerful new tablet and the unexpected backlash it faced.
Unprecedented Power in a Slim Package
The new iPad Pro, available in 11-inch and 13-inch models, introduces the cutting-edge M4 chip. This processor delivers a significant performance boost:
- 22% faster in single-core performance
- 25% faster in multi-core performance compared to the M2 iPad Pro
- Outperforms even the 11-core 14-inch M3 Pro MacBook Pro
Early Geekbench scores reveal impressive numbers:
- Single-core score: 3,767
- Multi-core score: 14,677
These results showcase Apple's ability to achieve a 25% performance increase in just 7 months since the M3 chip's release.
Design and Display
Apple continues to push boundaries with the iPad Pro's design:
- Incredibly thin at just 5.1mm
- Introduces OLED display technology for improved visuals
Pricing and Availability
The 11-inch iPad Pro with 256GB storage and Wi-Fi connectivity is priced at $999. However, Amazon is already offering a $50 discount, bringing the price down to $949 – an unusual move for a pre-order product.
The Controversial Crush! Ad
Apple's launch was overshadowed by a poorly received advertisement. The 60-second spot, titled Crush!, depicted various traditional creative tools being destroyed to reveal the new iPad Pro. This metaphor backfired spectacularly:
- Viewers interpreted it as disrespectful to traditional artists and their tools
- Social media erupted with criticism, calling it distasteful and heartbreaking
- Apple quickly apologized and scrapped plans for a broader TV campaign
Samsung's Swift Response
Competitor Samsung capitalized on the controversy, creating a response ad with the tagline Creativity cannot be crushed. Their commercial showcased the Galaxy Tab S9 Ultra working alongside traditional tools, rather than replacing them.
The Bigger Picture
While the ad controversy has dominated headlines, it's important to remember the technological leap the M4 iPad Pro represents. As tablets continue to blur the lines with traditional computers, Apple's latest offering pushes the boundaries of what's possible in a mobile device.
The true test will come as creative professionals get their hands on these new iPads and determine how they fit into existing workflows. Despite the marketing misstep, the raw power and capabilities of the M4 iPad Pro position it as a serious contender for the title of best tablet in the world.
Update: Friday May 03
Apple is set to unveil a new iPad Pro on May 7th, potentially featuring the revolutionary M4 chip. This processor is expected to enable advanced on-device AI capabilities, positioning the iPad Pro as Apple's flagship AI-powered device. CEO Tim Cook has hinted at significant AI investments and upcoming announcements. The event, themed "Let Loose," may also introduce new iPad Air models and updated accessories. This release could mark a major shift in Apple's product strategy, prioritizing AI capabilities in its tablet line and potentially ushering in a new era of on-device artificial intelligence for Apple users.
Update: Friday May 24
Apple has unveiled its latest iPad Pro featuring the new M4 chip, which offers up to 50% faster performance than the M2 and 38 TOPS of AI performance. The device boasts a tandem-stacked OLED display with improved brightness and power efficiency. Pricing starts at $1,299 for the 13-inch model, with fully-loaded configurations exceeding $3,100. The new iPad Pro, at just 5.1mm thick, is Apple's thinnest device ever. However, it lacks an ultra-wide camera and uses Wi-Fi 6E instead of Wi-Fi 7. This release appears to be Apple's response to the growing AI PC trend in the Windows ecosystem, with more details on Apple's AI strategy expected at the upcoming WWDC in June.
Update: Tuesday May 07
Apple is set to unveil a new iPad Pro on May 7th, potentially featuring the revolutionary M4 chip. This processor is expected to enable advanced on-device AI capabilities, positioning the iPad Pro as Apple's flagship AI-powered device. CEO Tim Cook has hinted at significant AI investments and upcoming announcements. The event, themed "Let Loose," may also introduce new iPad Air models and updated accessories. This release could mark a major shift in Apple's product strategy, prioritizing AI capabilities in its tablet line and potentially ushering in a new era of on-device artificial intelligence for Apple users.
Update: Friday May 10 12:23
The new iPad Pro features an OLED display called Ultra Retina XDR, utilizing tandem OLED technology for precise contrast, high brightness, and brilliant colors. The M4 chip, manufactured on TSMC's 2nd-gen 3nm process, offers a 50% CPU performance increase over the M2 and improved power efficiency. The neural engine can handle 38 trillion operations per second, positioning the iPad Pro as an AI powerhouse. Apple also announced new iPad Air models with M2 chip, Apple Pencil Pro with haptic feedback and gesture controls, and an updated Magic Keyboard. The iPad Pro models start at $999, while iPad Air models begin at $599, with pre-orders now available.