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So, it's an iPad Air with stylus support for an extra $100? I'm surprised that Apple's response to declining tablet sales was to raise the price.

Eric_WVGG 11y ago
$100 more for pencil support, next-gen processor, huge camera bump, hardware keyboard connector, and that cool true tone thing all sound about right to me. I just don’t get the naming. Does this mean the iPad Air is end-of-the-line? Or will there be an iPad Air 3 someday that is simply an iPad Pro without the connector and Pencil? weird
- rubbingalcohol 11y ago
  So every time a faster processor comes out, the MSRP should increase? I thought the whole point of technology was faster for cheaper. Apple's iPad Air design was stale and everything you listed was iterative improvements that could be expected from any manufacturer trying to compete. But maybe that's the problem: Apple has no competition in this segment, unless you count $2,000+ Microsoft Surface tablets. Honestly, Apple's pricing is a joke, but I'm sure plenty of people will swoop in to defend them.
  - achompas 11y ago
    So every time a faster processor comes out, the MSRP should increase? First time this happens in a while, as far as I can recall. FWIW I agree with you, Apple is basically forcing you to pay for the iPad Air + memory upgrade (but worse!) if you want this device. It's an obvious margin-increasing move on a product with declining popularity. Best to wait until it's inevitably discounted everywhere.
pbreit 11y ago
And still +$130 for cellular. I really think Apple needs to accept lower margins and hit some price points that would get its devices in more hands. By only compromising on margins, it would not be compromising on product quality.
- martin_bech 11y ago
  So they probably have the number 1, 2 and 3 most sold phone, and the 1, 2 and 3 most sold tablets (ipad pro is outselling the surface pro already) but you want to "fix" them by removing their profits/margins and getting into more hands? Did you watch the event? 1 billion apple devices in the wild.. And they need to get into more hands?..
  - pbreit 11y ago
    Looks like the new iPhone is indeed a price cut. Let's hope we see more of that. Apple still trails total market in phones, tablets, notebooks, TV devices, and computers so I don't think it's quite game over yet.
tra3 11y ago
I dont get it, aren't tablet sales declining? I was waiting for this to finally get an iPad as a secondary device for reading and netflix watching but a $100 premium over the previous generation?...
- achompas 11y ago
  I'm in your same boat, and my response to both of us (I guess??) is that the iPad air is now $399 out-the-door, which is a damn steal for a device that'll last for many years.
mikeash 11y ago
The Air is still there, and actually got cheaper. It seems a bit of a stretch to call this a price increase.

Eric_WVGG 11y ago

$100 more for pencil support, next-gen processor, huge camera bump, hardware keyboard connector, and that cool true tone thing all sound about right to me. I just don’t get the naming. Does this mean the iPad Air is end-of-the-line? Or will there be an iPad Air 3 someday that is simply an iPad Pro without the connector and Pencil? weird

rubbingalcohol 11y ago
So every time a faster processor comes out, the MSRP should increase? I thought the whole point of technology was faster for cheaper. Apple's iPad Air design was stale and everything you listed was iterative improvements that could be expected from any manufacturer trying to compete. But maybe that's the problem: Apple has no competition in this segment, unless you count $2,000+ Microsoft Surface tablets. Honestly, Apple's pricing is a joke, but I'm sure plenty of people will swoop in to defend them.
- achompas 11y ago
  So every time a faster processor comes out, the MSRP should increase? First time this happens in a while, as far as I can recall. FWIW I agree with you, Apple is basically forcing you to pay for the iPad Air + memory upgrade (but worse!) if you want this device. It's an obvious margin-increasing move on a product with declining popularity. Best to wait until it's inevitably discounted everywhere.

pbreit 11y ago

And still +$130 for cellular. I really think Apple needs to accept lower margins and hit some price points that would get its devices in more hands. By only compromising on margins, it would not be compromising on product quality.

martin_bech 11y ago
So they probably have the number 1, 2 and 3 most sold phone, and the 1, 2 and 3 most sold tablets (ipad pro is outselling the surface pro already) but you want to "fix" them by removing their profits/margins and getting into more hands? Did you watch the event? 1 billion apple devices in the wild.. And they need to get into more hands?..
- pbreit 11y ago
  Looks like the new iPhone is indeed a price cut. Let's hope we see more of that. Apple still trails total market in phones, tablets, notebooks, TV devices, and computers so I don't think it's quite game over yet.

tra3 11y ago

I dont get it, aren't tablet sales declining? I was waiting for this to finally get an iPad as a secondary device for reading and netflix watching but a $100 premium over the previous generation?...

achompas 11y ago
I'm in your same boat, and my response to both of us (I guess??) is that the iPad air is now $399 out-the-door, which is a damn steal for a device that'll last for many years.

mikeash 11y ago

The Air is still there, and actually got cheaper. It seems a bit of a stretch to call this a price increase.