Just as the holidays began, the company released a new advertisement in which a young woman carries around her iPad Pro. It highlights so many areas of the iPad Pro and iOS 11 that you could lose track of it all within the first few seconds.
Using FaceTime, she video calls another friend and takes a screenshot to sign his cast. Of course she uses the Apple Pencil to leave her signature. And, thanks to the multi-window view on iOS, she drags and drops the image to iMessage. Then, later on in the day, sheâ€™s putting together an assignment using Microsoft Word, but her schoolwork takes a pause when she spots a plant to photograph. The Apple Pencil again appears when sheâ€™s drawing a very details illustration. Even the Smart Keyboard subtly gets showcased multiple times.
Nothing is wrong with the adâ€™s content. Apple goes through the various things an iPad Pro can help you accomplish, but itâ€™s what the woman says at the end thatâ€™s perplexing.
Hereâ€™s the video to watch for yourself:
While laying in the grass in her backyard, a neighbor walks outside and asks a very simple question. The neighbor inquires, â€œWhatâ€™re you doing on your computer?â€ She couldâ€™ve responded by saying sheâ€™s working on an assignment, messaging friends, browsing the web, or even watchingÂ TechnoBuffalo videos on YouTube. Really, anything wouldâ€™ve been fine. Instead she replied with a statement only Apple could think of.
â€œWhatâ€™s a computer?â€ is her courageous statement.
If you were about to apply your palm to your face, donâ€™t bother. Iâ€™ve done that for you dozens of times already. Thereâ€™s just pure ridiculousness oozing from that little question. And yet weâ€™re totally unsurprised to see Apple to pose it. Itâ€™s 2017, and tablets are losing popularity. The iPad Pro is also a premium product while a huge number of Windows-based and Chrome OS-based products can be bought at a fraction of the cost.
Weâ€™re nowhere close to living in a time when a child doesnâ€™t know what a computer is. Desktops and laptops still outnumber tablets in enterprise, education, and the home. The iPad Pro, given its price and limited software, wonâ€™t be showing computers the door. The world remains reliant on them to function.
Apple proclaims in the description for the ad that â€œa post-PC world may be closer than you think.â€ Not true, my friends. The tablet market is shrinking. Apple still leads the way, but shipments for the entire market have been shrinking for twelve consecutive quarters. If tablets are going to replace laptops, the Cupertino-based company might want to just discontinue the MacBook line and focus on the iPad line. Well, thatâ€™s not going to happen. Letâ€™s be realistic here.
Also, itâ€™s not feasible to go all-in on Apple. Price alone should be enough to tell you why the iPad Pro isnâ€™t going to change the way we operate. Appleâ€™s high-end models start at $649, and thatâ€™s without the Apple Pencil or Smart Keyboard. Those two accessories raise the total price to nearly $1,000.
With the discounts available to organizations buying in large quantities, thereâ€™s no reason to get an iPad Pro over a Mac or PC. Businesses need to operate effectively, so theyâ€™re ignoring the tablet since functionality is greater on desktops and laptops. Assembling reports, crunching numbers on a spreadsheet, and giving presentations is a lot easier on a traditional computer than a tablet paired with a crammed keyboard. Education recognizes this split in price and functionality, too.
School districts are looking to cheaper alternatives amid budget cuts. Unfortunately, Appleâ€™s ecosystem is anything but cheap. While Microsoft has long dominated education with Windows, trouble looms from Google. An increasing number of school districts are switching over to Chromebooks. The hardware is astonishingly affordable, and administrators can easily manage the software on every device distributed.
Try finding a non-affluent school district in the U.S. that would choose a $649 tablet over a $200 laptop. You wonâ€™t, and thatâ€™s why Google is bound to see long-term gains in education thanks to Chrome OSâ€™ practicality.
Appleâ€™s tablets definitely hold advantages over computers in the classroom, though. Teachers can provide more immersive lessons on an iPad, but any school district will switch to a cheaper but comparable platform if possible. Most of them have been using desktops and laptops for years anyway, including after the iPadâ€™s arrival.
The iPad made a name for itself in education due to portability and versatility; however, even Tim Cookâ€™s own high school ditched Apple for Googleâ€™s Chrome OS in 2016. Itâ€™ll never be the iPad Pro taking over the majority of classrooms, and an iPad will never be alone. Computers are always going to have a presence regardless of what Apple does.