The Matter of High-End iPad Growth ⇥ nigelwarren.com
The iPad’s average selling price can be seen as an indication of whether the iPad has the potential to continue evolving into a more capable tool. If sales of the Pro line are weak, it’s a sign that Apple hasn’t succeeded in creating useful functionality that takes advantage of improved hardware. And if users don’t need improved hardware, Apple’s business model can’t justify continued iPad software development long term.
It has been remarkable over the past several years to watch the iPad’s skyrocketing performance potential, but it has been infuriating to see a lack of comparable software improvements. iOS 11 will help turn that corner, but I feel a lot of work remains to make the power of the iPad feel like it’s being put to use.