Apple’s Vertical Integration Shines with the New iPad Pro Line | Tech.pinions

See the full post for more on "the iPad's journey"

"For Apple, there is no question that the future of their computing experience is in the iPad Pro rather than the Mac. You just need to look at the latest products to see how much Apple owns the experience on iPad Pro from the silicon for both performance and intelligence, to the ecosystem of apps and services, to the accessories, pretty much everything they need to control the end to end experience.

It is interesting that when I look at Surface Pro, the sole iPad Pro competitor in my mind,  I see clearly that the lack of that vertical control is what is holding them back especially in the consumer segment. Ironically Microsoft is better than Apple at first-party apps that take advantage of what the OS and the hardware have to offer to drive their vision of new workflows, but the lack of custom silicon and the much weaker App Store makes it much harder for them to compete on equal footing.

Apple has been known to drive change even when the market does not seem to be ready. With the future of computing, they have the luxury of not having to rush. They have built a strong platform and they will continue to lead people to it without yanking away the safety net that Mac products provide to many."

Apple’s Vertical Integration Shines with the New iPad Pro Line | Tech.pinions