Matthew Panzarino, writing for TechCrunch:

“We’ve always tried to have the best display,” says Ternus. “We’re
going from the best display on any device like this and making it
even better, because that’s what we do and that’s why we, we love
coming to work every day is to take that next big step.

One thing I noticed watching the event last week is that Apple never describes iPads as “tablets”. They compare performance to “other devices” or, in Ternus’s words above, “any device like this”. I get why Apple is reluctant to call iPads “tablets”, but it’s hard to dance around it.

Panzarino mentions this reluctance to use the T-word in this bit, about how Apple sees the dynamic between Macs and iPads:

If you follow along, you’ll know that Apple studiously refuses to
enter into the iPad vs. Mac debate — and in fact likes to place
the iPad in a special place in the market that exists
unchallenged. Joswiak often says that he doesn’t even like to say
the word tablet.

“There’s iPads and tablets, and tablets aren’t very good. iPads
are great,” Joswiak says. “We’re always pushing the boundaries
with iPad Pro, and that’s what you want leaders to do. Leaders are
the ones that push the boundaries leaders are the ones that take
this further than has ever been taken before and the XDR display
is a great example of that. Who else would you expect to do that
other than us. And then once you see it, and once you use it, you
won’t wonder, you’ll be glad we did.”


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