The iPad is a luxury device mostly. A smartphone is pretty much essential in the modern world. Even those from poorer backgrounds, will save their money to buy

The iPad is a luxury device mostly. A smartphone is pretty much essential in the modern world. Even those from poorer backgrounds, will save their money to buy a smartphone. An iPhone is a similar price to other top end devices and arguably better value since it lasts longer (updates/resell value). A Laptop is essential to learn or to work, it's a solid way, established tool for work. A tablet/iPad is mostly seen as thing to watch movies on, check social media and play games. All of which you can do on your phone. Apple is going to have a hard job convincing people that the iPad can replace a laptop - I don't think people see it that way. If every iPad came with a free keyboard cover, they much have some chance, because people would give it a go and see if it works for them. But right now in the UK a iPad pro + keyboard is more than twice the cost of an iPad 9.7 (to which you can't add a keyboard later - for some reason).