You’ll be able to write out expressions with the Apple Pencil and see them solved in real time.
Samuel Axon
CUPERTINO, Calif.—After going into detail about iOS 18, Apple took a few moments in its WWDC 2024 keynote to walk through some changes.
There are a few minor UI changes and new features across Apple’s first party apps. That includes a new floating tab bar. The bar expands into the side bar when you want to dig in, and you can customize the tab bar to include the specific things you want to interact with the most. Additionally, SharePlay allows easier screen sharing and remote control of another person’s iPad.
But the big news is that the Calculator app we’ve all used on the iPhone to the iPad, after years of the iPad having no first-party calculator app at all. The iPad Calculator app can do some things the iPhone version can’t do with the Apple Pencil; a feature called Math Notes can write out expressions like you would on a piece of paper, and the app will solve the expressions live as you scribble them—plus various other cool live-updating math features. (These new Math Notes features work in the Notes app, too.)
Apple didn’t use the word AI here, but this is surely driven by machine learning in some way. Doubly so for a new handwriting feature called Smart Script, which refines and improves your handwriting as you go, tweaking letters to make them more legible when you’re writing very quickly to take notes. It uses machine learning to analyze your handwriting, so these adjustments are meant to match your normal script. That means you can scribble as quickly and recklessly as you want during a conference or a day of classes, but ostensibly, it will be legible at the end of the day.
Not everyone’s a big Pencil user—for some of us, handwriting long ago took a back seat to typing—but Apple is aggressively selling these kinds of flashy features for those who want that experience.
The release date for iPadOS 18 hasn’t been announced yet, but it will likely arrive in September or October alongside iOS 18 and the new iPhone models that will probably be announced then.
The biggest feature in iOS 18, the one that affects the most people, was a single item in a comma-stuffed sentence by Apple software boss Craig Federighi: “Support for RCS.”
As we noted when Apple announced its support for “RCS Universal Profile,” a kind of minimum viable cross-device rich messaging, iPhone users getting RCS means SMS chains with Android users “will be slightly less awful.” SMS messages will soon have read receipts, higher-quality media sending, and typing indicators, along with better security. And RCS messages can go over Wi-Fi when you don’t have a cellular signal. Apple is certainly downplaying a major cross-platform compatibility upgrade, but it’s a notable quality-of-life boost.
Prioritized notifications through Apple Intelligence
Sending a friend an AI-generated image of them holding a birthday cake, which is not exactly the future we all envisioned for 2024, but here we are.
Apple
Example of a query that a supposedly now context-aware Siri can tackle.
Asking Siri “When is my mom’s flight landing,” followed by “What is our lunch plan?” can pull in data from multiple apps for an answer.
Apple Intelligence, the new Siri, and the iPhone
iOS 18 is one of the major beneficiaries of Apple’s AI rollout, dubbed “Apple Intelligence.” Apple Intelligence promises to help iPhone users create and understand language and images, with the proper context from your phone’s apps: photos, calendar, email, messages, and more.
Some of the suggested AI offerings include:
Auto-prioritizing notifications
Generating an AI image of people when you wish them a happy birthday.
Using Maps, Calendar, and an email with a meeting update to figure out if a work meeting change will make Federighi miss his daughter’s recital.
Many of the models needed to respond to your requests can be run on the device, Apple claims. For queries that need to go to remote servers, Apple relies on “Private Cloud Compute.” Apple has built its own servers, running on Apple Silicon, to handle requests that need more computational power. Your phone only sends the data necessary, is never stored, and independent researchers can verify the software on Apple’s servers, the company claims.
Siri is getting AI-powered upgrades across all platforms, including iOS. Apple says that Siri now understands more context in your questions to it. It will have awareness of what’s on your screen, so you could say “Add this address to his contact card” while messaging. You could ask it to “take a light-trail effect photo” from the camera. And “personal context” was repeatedly highlighted, including requests to find things people sent you, add your license number to a form (from an old ID picture), or ask “When is my mom’s flight landing?”
The non-AI things coming in iOS 18
A whole bunch of little boosts to iOS 18 announced by Apple.
On the iPhone itself, iOS 18 icons will change their look when in dark mode, and you can customize the look of compatible icons. Control Center, the pull-down menu in the top-right corner, now has multiple swipe-accessible controls, accessed through a strange-until-you’re-used-to-it long continuous swipe from the top. Developers are also getting access to the Control Center, so they can add their own apps’ controls. The lock screen will also get more customization, letting you swap out the standard flashlight and camera buttons for other items you prefer.
Privacy got some attention, too. Apps can be locked, such that Face ID, Touch ID, or a passcode is necessary to open them. Apps can also be hidden and have their data prevented from showing up in notifications, searches, or other streams. New controls also limit the access you may grant to apps for contacts, network, and devices.
Messages will have “a huge year,” according to Apple. Tapbacks (instant reactions) can now include any emoji on the phone. Messages can be scheduled for later sending, text can be formatted, and there are “text effects” that do things like zoom in on the word “MAJOR” or make “Blown away” explode off the screen. And “Messages via satellite” is now available for phones that have satellite access, with end-to-end encryption.
Here’s a Messages upgrade that is absolutely going to surprise everybody when they forget about it in four months and then it shows up in a weird message.
The Mail app gets on-device categorization with Gmail-like labels like “Primary,” “Transactions,” “Updates,” and “Promotions.” Mail can also show you all the emails you get from certain businesses, such as receipts and tickets.
The Maps app is getting trail routes for US National Parks. Wallet now lets you “Tap to Cash,” sending money between phones in close proximity. Journal can now log your state of mind, track your goals, track streaks, and log “other fun stats.”
Photo libraries are getting navigation upgrades, with screenshots, receipts, and other banal photos automatically filtered out from gallery scrolls. There’s some automatic categorization of trips, days, and events. And, keeping with the theme of iOS 18, you can customize and reorder the collections and features Photos shows you when you browse through it.
This is a developing story and this post will be updated with new information.
The new iPad Pro is a technical marvel, with one of the best screens I’ve ever seen, performance that few other machines can touch, and a new, thinner design that no one expected.
It’s a prime example of Apple flexing its engineering and design muscles for all to see. Since it marks the company’s first foray into OLED beyond the iPhone or Watch, and the first time a new M-series chip has debuted on something other than a Mac, it comes across as a tech demo for where the company is headed beyond just tablets.
Still, it remains unclear why most people would spend one, two, or even three thousand dollars on a tablet that, despite its amazing hardware, does less than a comparably priced laptop—or at least does it a little more awkwardly, even if it’s impressively quick and has a gorgeous screen.
Specifications
There are some notable design changes in the 2024 iPad Pro, but really, it’s all about the specs—and it’s a more notable specs jump than usual in a couple of areas.
M4
First up, there’s the M4 chip. The previous iPad Pro had an M2 chip, and the latest Mac chip is the M3, so not only did the iPad Pro jump two whole generations, but this is the first time it has debuted the newest iteration of Apple Silicon. (Previously, new M-series chips launched on the Mac first and came to the iPad Pro a few months later.)
Using second-generation 3 nm tech, the M4’s top configuration has a 10-core CPU, a 10-core GPU, and a 16-core NPU. In that configuration, the 10-core CPU has four performance cores and six efficiency cores.
A lower configuration of the M4 has just nine CPU cores—three performance and six efficiency. Which one you get is tied to how much storage you buy. 256GB and 512GB models get nine CPU cores, while 1TB and 2TB get 10. Additionally, the two smaller storage sizes have 8GB of RAM to the larger ones’ 16GB.
This isn’t the first time Apple has tied RAM to storage configurations, but doing that with CPU cores is new for the iPad. Fortunately, the company is upfront about all this in its specs sheet, whereas the RAM differentiation wasn’t always clear to buyers in the past. (Both configurations claim 120GB/s memory bandwidth, though.)
Enlarge/ Can the M4 help the iPad Pro bridge the gap between laptop and tablet? Mostly, it made me excited to see the M4 in a laptop.
Samuel Axon
Regardless of the specific configuration, the M4 promises substantially better CPU and GPU performance than the M2, and it supports hardware-accelerated ray-tracing via Metal, which some games and applications can take advantage of if developers put in the work to make it happen. (It looked great in a demo of Diablo Immortal I saw, but it’s unclear how often we’ll actually see it in the wild.)
Apple claims 1.5x faster CPU performance than the M2 and up to 4x faster graphics performance specifically on applications that involve new features like ray-tracing or hardware-accelerated mesh shading. It hasn’t made any specific GPU performance claims beyond those narrow cases.
A lot of both Apple’s attention and that of the media is focused on the Neural Engine, which is what Apple calls the NPU in the M-series chips. That’s because the company is expected to announce several large language model-based AI features in iOS, macOS, and iPadOS at its developer conference next month, and this is the chip that will power some of that on the iPad and Mac.
Some neat machine-learning features are already possible on the M4—you can generate audio tracks using certain instruments in your Logic Pro projects, apply tons of image optimizations to photos with just a click or two, and so on.
The new 13-inch iPad Air with the Apple M2 processor inside.
Andrew Cunningham
In portrait mode. The 13-inch model is a little large for dedicated tablet use, but if you do want a gigantic tablet, the $799 price is appealing.
Andrew Cunningham
The Apple Pencil Pro attaches, pairs, and charges via a magnetic connection on the edge of the iPad.
Andrew Cunningham
In the Magic Keyboard. This kickstand-less case is still probably the best way to make the iPad into a true laptop replacement, though it’s expensive and iPadOS is still a problem.
Andrew Cunningham
The tablet’s USB-C port, used for charging and connecting to external accessories.
Andrew Cunningham
Apple’s Smart Folio case. The magnets on the cover will scoot up and down the back of the iPad, allowing you a bit of flexibility when angling the screen.
Andrew Cunningham
The Air’s single-lens, flash-free camera, seen here peeking through the Smart Folio case.
Andrew Cunningham
The iPad Air has been a lot of things in the last decade-plus. In 2013 and 2014, the first iPad Airs were just The iPad, and the “Air” label simply denoted how much lighter and more streamlined they were than the initial 2010 iPad and 2011’s long-lived iPad 2. After that, the iPad Air 2 survived for years as an entry-level model, as Apple focused on introducing and building out the iPad Pro.
The Air disappeared for a while after that, but it returned in 2019 as an in-betweener model to bridge the gap between the $329 iPad (no longer called “Air,” despite reusing the first-gen Air design) and more-expensive and increasingly powerful iPad Pros. It definitely made sense to have a hardware offering to span the gap between the basic no-frills iPad and the iPad Pro, but pricing and specs could make things complicated. The main issue for the last couple of years has been the base Air’s 64GB of storage—scanty enough that memory swapping doesn’t even work on it— and the fact that stepping up to 256GB brought the Air too close to the price of the 11-inch iPad Pro.
Which brings us to the 2024 M2 iPad Air, now available in 11-inch and 13-inch models for $599 and $799, respectively. Apple solved the overlap problem this year partly by bumping the Air’s base storage to a more usable 128GB and partly by making the 11-inch iPad Pro so much more expensive that it almost entirely eliminates any pricing overlap (only the 1TB 11-inch Air, at $1,099, is more expensive than the cheapest 11-inch iPad Pro).
I’m not sure I’d go so far as to call the new Airs the “default” iPad for most buyers—the now-$349 10th-gen iPad still does everything the iPad is best at for less money, and it’s still all you really need if you just want a casual gaming, video streaming, and browsing tablet (or a tablet for a kid). But the M2 Air is the iPad that best covers the totality of everything the iPad can do from its awkward perch, stuck halfway between the form and function of the iPhone and the Mac.
Not quite a last-gen iPad Pro
The new iPad Airs have a lot in common with the M2 iPad Pro from 2022. They have the same screen sizes and resolutions, the same basic design, they work with the same older Magic Keyboard accessories (not the new ones with the function rows, metal palm rests, and larger trackpads, which are reserved for the iPad Pro), and they obviously have the same Apple M2 chip.
Performance-wise, nothing we saw in the benchmarks we ran was surprising; the M2’s CPU and (especially) its GPU are a solid generational jump up from the M1, and the M1 is already generally overkill for the vast majority of iPad apps. The M3 and M4 are both significantly faster than the M2, but the M2 is still unquestionably powerful enough to do everything people currently use iPads to do.
That said, Apple’s decision to use an older chip rather than the M3 or M4 does mean the new Airs come into the world missing some capabilities that have come to other Apple products announced in the last six months or so. That list includes hardware-accelerated ray-tracing on the GPU, hardware-accelerated AV1 video codec decoding, and, most importantly, a faster Neural Engine to help power whatever AI stuff Apple’s products pick up in this fall’s big software updates.
The 13-inch Air’s screen has the same resolution and pixel density (2732×2048, 264 PPI) as the last-generation 12.9-inch iPad Pro. And unlike the 13-inch Pro, which truly is a 13-inch screen, Apple’s tech specs page says the 13-inch Air is still using a 12.9-inch screen, and Apple is just rounding up to get to 13.
The 13-inch Air display does share some other things with the last-generation iPad Pro screen, including P3 color, a 600-nit peak brightness. Its display panel has been laminated to the front glass, and it has an anti-reflective coating (two of the subtle but important quality improvements the Air has that the $349 10th-gen iPad doesn’t). But otherwise it’s not the same panel as the M2 Pro; there’s no mini LED, no HDR support, and no 120 Hz ProMotion support.
Enlarge/ One of many human-created objects destroyed in Apple’s “Crush!” ad for the iPad Pro.
Apple
Earlier this week, Apple took the wraps off of a thoroughly leaked iPad Pro refresh with a 1 minute and 8 second ad spot wherein a gigantic hydraulic press comprehensively smushes a trumpet, an arcade cabinet, a record player, paint cans, a piano, a TV, sculptures, a bunch of emoji, and plenty of other tools that one might loosely categorize as “artistic implements.”
At the end of the ad, the press lifts away to reveal a somewhat thinner, somewhat faster version of Apple’s iPad Pro. The message of the ad, titled “Crush!” and still available via Apple’s YouTube channel and CEO Tim Cook’s Twitter account, is obvious: look at all of the things we’ve squeezed into this tablet!
“Just imagine all the things it’ll be used to create,” wrote Cook.
But it’s the apparently unintended subtext of the ad that has caused problems. Yesterday afternoon, the company issued a rare public apology for the ad following a social media uproar. Critics were upset both about the destruction of the objects themselves (whether those objects were physical or computer-generated or some mix of the two isn’t clear), and about the symbolism of a Big Tech company destroying art and the things used to create and consume art.
“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” said Apple marketing communications VP Tor Myhren to Ad Age. “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”
Apple won’t be taking the ad down, but the company has apparently canceled plans to run it on TV.
The Crush ad never once mentions or shows any kind of generative AI technology, something Apple has been mostly quiet about ahead of AI-focused iOS and iPadOS 18 updates later this month. But it still feels like the backlash to the ad is being driven by generative AI anyway.
The generative AI push of the last two years has largely been defined by two kinds of stories: tech companies’ unrelenting sprint to cram as many AI features into as many of their products as possible as quickly as possible and backlash from artists, authors, programmers, and any other human whose efforts have been used to train these AI models. When people already feel that tech companies and executives are trying to replace them with generic machine-made sludge, it’s tone deaf at best to introduce a new product with an ad where a colorful, messy, tactile tower of art, instruments, and other creative tools is literally flattened to make way for a shiny, featureless slab of metal and glass.
I understand why people at Apple thought the Crush ad was effective. Phones, tablets, and computers are useful precisely because they can stand in for so many other things. But what Apple should keep in mind, both in its future hardware introductions and as it adds generative AI capabilities to its software in the coming months, is to keep its focus on the people using the tools rather than the tools themselves.
An advert by Apple for its new iPad tablet showing musical instruments, artistic tools, and games being crushed by a giant hydraulic press has been attacked for cultural insensitivity in an online backlash.
The one-minute video was launched by Apple chief executive Tim Cook to support its new range of iPads, the first time that the US tech giant has overhauled the range for two years as it seeks to reverse faltering sales.
The campaign—soundtracked by Sonny and Cher’s 1971 hit All I Ever Need Is You—is designed to show how much Apple has been able to squeeze into the thinner tablet. The ad was produced in-house by Apple’s creative team, according to trade press reports.
The campaign has been hit by a wave of outrage, with responses on social media reacting to Cook’s X post accusing Apple of crushing “beautiful creative tools” and the “symbols of human creativity and cultural achievements.”
Advertising industry executives argued the ad represented a mis-step for the Silicon Valley giant, which under late co-founder Steve Jobs was lauded for its ability to capture consumer attention through past campaigns.
Christopher Slevin, creative director for marketing agency Inkling Culture, compared the iPad ad unfavorably to a famous Apple campaign directed by Ridley Scott called “1984” for the original Macintosh computer, which positioned Apple as liberating a dystopian, monochrome world.
“Apple’s new iPad spot is essentially them turning into the thing they said they were out to destroy in the 1984 ad,” said Slevin.
Actor Hugh Grant accused Apple of “the destruction of the human experience courtesy of Silicon Valley” on X.
However, Richard Exon, founder of marketing agency Joint, said: “A more important question is: does the ad do its job? It’s memorable, distinctive, and I now know the new iPad has even more in it yet is thinner than ever.”
Consumer insights platform Zappi conducted consumer research on the ad that suggested that the idea of the hydraulic press crushing art was divisive.
It said that the ad underperformed benchmarks in typically sought-after emotions such as happiness and laughter and overperformed in traditionally negative emotions like shock and confusion, with older people more likely to have a negative response than younger consumers.
Nataly Kelly, chief marketing officer at Zappi, said: “Is the Apple iPad ad a work of genius or the sign of the dystopian times? It really depends on how old you are. The shock value is the power of this advert, which is controversial by design, so the fact that people are talking about it at all is a win.”
Apple did not immediately respond to a request for comment.
Apple’s newest iPad Pro puts an M4 chip inside a thinner frame and is available in new 11-inch and 13-inch sizes, while also upgrading the screens on both to “tandem” OLED displays for more brightness.
Compared to the last iPad Pro, released in early 2022, Apple is highlighting how thin and light these new Pros are. The 11-inch model is 5.3 mm thick and weighs less than a pound, while the 13-inch is 5.1 mm, which Apple says is its thinnest product ever, at 1.28 pounds.
The tandem OLED design, dubbed Ultra Retina XDR, delivers 1000 nits at full-screen brightness, and 1600 nits at peak HDR, equivalent to a high-end Samsung TV. The screens are “nano-texture glass,” which is essentially a matte display finish.
What’s really big is the inclusion of an M4 chip, built from a second-generation 3-nanometer process. It’s the first time the iPad Pro has included a new Apple chip ahead of other devices. Apple is touting a 50 percent improvement over M2 performance and can deliver the same performance as M2 at half the power, or one-quarter the power in certain scenarios. Notably, the new iPad Air uses the M2; this year’s lineup puts more of a gap between the use cases and price/performance points of the various iPads, even if there is still some cross-over.
The chip’s neural engine got a very specific call-out; it’s capable of 38 trillion operations per second, and Apple says it’s the most powerful (consumer-level) AI computer sold.
The new iPad Pros get a 12 megapixel camera, along with LIDAR scanners and an adaptive flash that improves document scanning. Finally, the “selfie”/conferencing camera moves to the landscape position on the iPad Pro, making that ultra-wide 12MP camera far more useful and the iPad-as-laptop experience a good deal better. On that note, there are new Magic Keyboards, Smart Folios, and an Apple Pencil Pro available soon to attach to these new models.
The 11-inch iPad Pro starts at $999, and the 13-inch starts at $1,299, with 256GB storage to start. They’re both available for order today, with delivery next week.
This is a developing story and this post will be updated.
Apple today announced the first 13-inch iPad Air. The company is also releasing a revamped 11-inch iPad Air next week, meaning the tablet will be available in two sizes for the first time.
The 13-inch iPad Air has 30 percent more screen real estate than its smaller counterpart, so Apple is marketing it as being for multitasking and applications like iPadOS’ Split View. During its Let Loose event today, Apple said it decided to release a 13-inch iPad Air because more than half of iPad Pro users opt for the larger (12.9 inches versus 11 inches) size.
In addition to a larger screen, the 13-inch iPad Air will offer better sound quality than the 11-inch version, Apple says, due to it offering twice the bass. Both tablets have landscape stereo speakers and Spatial Audio support.
Both iPad Airs will come with an M2 chip that Apple claimed will give the devices 15 percent faster CPU performance, 25 percent faster GPU performance, and a 40 percent faster neural engine. With improved memory bandwidth as well, the new iPad Airs will be 50 percent faster than M1-based predecessors, Apple says.
Apple also says the new chip will make the tablets more appropriate for AI-based tasks, like visual look-up, subject lift, and live text capture.
The new Airs will also have a front-facing, ultrawide 12MP camera that supports Apple’s Center Stage feature for keeping users in a central field of view during video calls. Apple moved the camera positioning to one of the tablet’s longer edges to appeal to the way people tend to use tablets for video calls.
Enlarge/ The new iPad Air cameras support 4K video and 240-fps slo-mo.
Apple
Apple’s new thin tablets will come in four colors.
Enlarge/ Apple’s new iPad Airs in blue, purple, starlight, and space gray.
Apple
The 13-inch iPad Air will start at $799 with 128GB of storage, and the 11-inch iPad Air will start at $599, with storage going up to 1TB. The tablets will be available starting May 15.
Enlarge/ The promotional image for Apple’s May 7 event.
Apple
On May 7, Apple will host a product announcement event at 9 am ET. Labeled “Let loose,” we expect it will focus on new iPads and iPad accessories.
We won’t be liveblogging the stream, but you can expect some news coverage as it happens. Below, we’ll go over our educated guesses about why Apple might be doing this.
Why hold an event now?
It’s unusual for Apple to host an event shortly before WWDC. New products debut at that event all the time, so if it’s just a faster chip and a nicer screen for the iPad Pro and iPad Air, why not wait until June?
We’re not completely sure what the answer is, but we can make educated guesses.
Apple has been criticized by commentators over the past few weeks for three things. First, iPads have not been selling well. Second: While the Vision Pro introduced a new product category that may grow over time, its initial launch didn’t sell that well. Lastly, Apple is perceived by many as way, way behind on generative AI tech, which is already transforming other companies. There have also been rumors that Microsoft might announce a new silicon that will be fiercely competitive with Apple Silicon for AI tasks, and Microsoft’s chips could be announced at a planned event between May 7 and the start of WWDC.
Given all that, our best guess is that Apple wants to focus its messaging—and the time window for that messaging—on the right targets without muddying the message by trying to address everything at once.
Talking about the iPad’s challenges while also preempting Microsoft with a new chip announcement could be Apple’s focus for this event. Getting those things out of the way now would allow WWDC and its new operating system announcements to focus heavily on AI, which is the bigger question the company is looking to answer.
What new iPads might look like
Given that an Apple Pencil is in the event’s promotional image—a much more explicit hint than Apple usually provides—there’s no question iPads will be a focus.
As is often the case these days, we have a plethora of leaks, supply chain reports, and, of course, insider reporting at sites like Bloomberg and The Information to give us a rough idea of what to expect from Apple’s new hardware.
iPad Pro
It’s likely that the star of the show will be a significant redesign of the iPad Pro for the 11-inch and 12.9-inch sizes.
Both are rumored to get OLED displays, a huge step up over the LCD display in the current 11-inch iPad Pro. The 12.9-inch iPad Pro has a MiniLED display, which competes directly with OLED in the consumer TV space, so it won’t be as big a leap for that device, but we can still expect better contrast and richer colors.
Enlarge/ The Apple Park campus in Cupertino, California.
Apple’s earnings report for the second quarter of the company’s 2024 fiscal year showed a slide in hardware sales, especially for the iPhone. Nonetheless, Apple beat analysts’ estimates for the quarter thanks to the company’s rapidly growing services revenue.
iPhone revenue dropped from $51.33 billion in the same quarter last year to $45.96 billion, a fall of about 10 percent. This was the second consecutive quarter with declining iPhone revenues. That said, investors feared a sharp drop before the earnings call.
Notably, Apple’s revenue in the region it dubs Greater China (which includes China, Taiwan, Singapore, and Hong Kong) fell 8 percent overall. The company fared a little better in other regions. China’s economy is slowing even as China-based Huawei is taking bigger slices of the pie in the region.
Globally, Mac revenue was $7.5 billion compared to last year’s $7.12 billion. Other products—which include the Watch, AirPods, Apple TV 4K, HomePod, and the new Vision Pro headset—were down to $7.9 billion from last year’s $8.76 billion, despite the fact this quarter included the launch of the Vision Pro.
iPad revenue was also down, at $5.6 billion from $6.67 billion. Apple is expected to launch new iPads next week, which suggests that those updates are needed to achieve the company’s business goals.
The rosiest revenue category was services, which includes everything from Apple Music to iCloud. Its revenue was $23.9 billion, up from Q2 2023’s $20.91 billion.
The company also announced authorization of $110 billion for share purchases.
Starting in March with the release of iOS 17.4, iPhones in the European Union have been subject to the EU’s Digital Markets Act (DMA), a batch of regulations that (among other things) forced Apple to support alternate app stores, app sideloading, and third-party browser engines in iOS for the first time. Today, EU regulators announced that they are also categorizing Apple’s iPadOS as a “gatekeeper,” meaning that the iPad will soon be subject to the same regulations as the iPhone.
The EU began investigating whether iPadOS would qualify as a gatekeeper in September 2023, the same day it decided that iOS, the Safari browser, and the App Store were all gatekeepers.
“Apple now has six months to ensure full compliance of iPadOS with the DMA obligations,” reads the EU’s blog post about the change.
Apple technically split the iPad’s operating system from the iPhone’s in 2019 when it began calling its tablet operating system “iPadOS” instead of iOS. But practically speaking, little separates the two operating systems under the hood. Both iOS and iPadOS share the same software build numbers, they’re updated in lockstep (with rare exceptions), and most importantly for DMA compliance purposes, they pull software from the same locked-down App Store with the same Apple-imposed restrictions in place.
Apps distributed through alternate app stores or third-party websites will have to abide by many of Apple’s rules and will still generally be limited to using Apple’s public APIs. However, the ability to use alternate app stores and browser engines on the iPad’s large screen (and the desktop-class M-series chips) could make the tablets better laptop replacements by allowing them to do more of the things that Mac users can do on their systems.
Though Apple has made multiple changes to iOS in the EU to comply with the DMA, EU regulators are already investigating Apple (as well as Google and Meta) for “non-compliance.” Depending on the results of that investigation, the EU may require Apple to make more changes to the way it allows third-party apps to be installed in iOS and to the way that third-party developers are allowed to advertise non-Apple app store and payment options. Any changes that Apple makes to iOS to comply with the investigation’s findings will presumably trickle down to the iPad as well.
Of course, none of this directly affects US-based iPhone or iPad users, whose devices remain restricted to Apple’s app stores and the WebKit browsing engine. That said, we have seen some recent App Store rule changes that have arguably trickled down from Apple’s attempts to comply with the DMA, most notably policy changes that have allowed (some, not all) retro game console emulators into the App Store for the first time.
Last year, Apple introduced the ability to set multiple timers at once in the Clock app on its various platforms.
“We truly live in an age of wonders,” deadpanned Apple’s Craig Federighi in the company’s official presentation, tacitly acknowledging the gap between the apparent simplicity of the feature and the amount of time that Apple took to implement it.
The next version of iPadOS may contain another of these “age of wonders” features, an apparently simple thing that Apple has chosen never to do for reasons that the company can’t or won’t explain. According to MacRumors, iPadOS 18 may finally be the update that brings a version of Apple’s first-party Calculator app to the iPad.
Calculator was one of the very first iPhone apps that shipped with the iPhone back in 2007 but was mysteriously and inexplicably absent from the iPad when it launched in 2010. It’s also the very last of those original missing apps to find its way to the iPad’s home screen—Stocks, Clock, Voice Memos, and Weather had all made the jump previously, with the Weather app coming as recently as 2022.
It’s not that the iPad is incapable of calculating; the Spotlight search feature can already handle basic off-the-cuff math and conversion questions, and third-party calculator apps like PCalc, Numerical², Calcbot, and innumerable free-to-download no-name calculator apps have stepped up to fill the gap. But it was never clear why Apple decided against shipping a first-party Calculator app with the iPad, when it had shipped one with every iPhone since 2007 and every Mac since 1984.
The new Calculator app should be more than just a straightforward port of the current iOS or macOS app. Apple is apparently planning a small overhaul of the Calculator app for macOS 15 with a history tape for tracking past calculations, a resizable window, and an updated round-button design that more closely imitates the iOS version. The iPad and macOS versions of many of Apple’s apps share a lot of code these days—Stocks, Voice Memos, News, Home, Weather, Clock, and others share essentially the same design and layout in both operating systems—so it’s a fair bet that this redesigned Mac app and the newly introduced iPad app will be the same software.
At least one developer of a prominent iPad calculator seemed undaunted by the news that his app could be Sherlocked this fall.
“Yes, I saw the MacRumors article,” wrote PCalc developer James Thomson on his Mastodon account, responding to no one in particular. “Yes, it’s fine.”
