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Apple has decided that the iPad Pro isn’t a computer after all

Last August, Apple released an iPad Pro ad that positioned the tablet as an amazing computer. Now it has a new commercial that declares that the iPad Pro isn’t a computer, but rather something better—faster than most laptops, with optional built-in LTE and the Pencil stylus. The semantic shift illustrates the challenge of explaining a … Continue reading “Apple has decided that the iPad Pro isn’t a computer after all”

Last August, Apple released an iPad Pro ad that positioned the tablet as an amazing computer. Now it has a new commercial that declares that the iPad Pro isn’t a computer, but rather something better—faster than most laptops, with optional built-in LTE and the Pencil stylus. The semantic shift illustrates the challenge of explaining a device that has a distinctly different set of pros and cons than a garden-variety PC. And that issue is one of the factors that has made the iPad a tougher long-term sell for Apple than many of us would have predicted a few years ago.

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I love my iPad Pro and use it for 95% of the things I used to accomplish with a laptop, so I’m down with Apple’s pitch. But I wouldn’t be startled if skittish Mac fans fret about the ad’s message. Macs, after all, are most assuredly computers.

   

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About the author

Harry McCracken is the technology editor for Fast Company, based in San Francisco. In past lives, he was editor at large for Time magazine, founder and editor of Technologizer, and editor of PC World.

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