Apple’s iPad Pro is still fighting the MacBook Pro

Update: May 19: Article originally published May 18.

With the release of the new iPad Pro, Apple shifted its focus from the Mac platform to the tablet. With its wide screen, slim design, and portable keyboard, the iPad’s marketing promise that “your next computer isn’t a computer” seems very close.

Update: Sunday, May 19: The challenge facing Apple as it tries to keep the iPad and Mac platforms separate was highlighted by Mark Gurman. Writing for the Power On newsletter, he argues that it would be better for the two device families to widen their differences and let the Mac and iPad succeed at what they individually do best:

“Macs will always have more powerful chips, larger displays, built-in keyboards and trackpads, heavy-duty fans, more ports, and longer battery life. The iPad will always be much more portable, better for gaming, better for watching videos, and a device that can take photos and videos. It’s time for Apple to make both the iPad and the Mac as great as possible.”

Apple continues to try to bring the two systems closer by allowing iPadOS apps to run on MacOS. Developers also have the ability to create universal apps that will run on any platform. Of course, the hardware may not be what the application expects; the Mac platform lacks a touchscreen, while the iPad family lacks a touchpad or physical keyboard, unless you want to increase the cost of ownership of the iPad and buy new peripherals that offer these services.

At this stage, after years of trying, the potential of a unified platform still seems distant. If Gurma is right, it’s time for Apple to focus on the individual merits of each device.

But Apple’s iPad dogma will hold back the tablet platform, even though the Mac platform can easily solve the same problem… third-party software flexibility.

Apple may have packed the iPad Pro with its new desktop-class M4 chipset months before it’s expected to ship to Mac hardware, but unlocking the chipset’s potential is a huge challenge. Those looking at the latest iPad Pro note that the M4 and iPadOS aren’t the best environment. Forbes’ David Phelan:

“Even though it’s powerful, in some ways it feels like it’s being held back by the software. While iPadOS has changed a lot, with the introduction of Stage Manager to make multi-programming easier, nothing compares to macOS in this regard. The new Magic Keyboard is light and comfortable, making typing a dream, but it still can’t compete with a Mac laptop.”

However, the main focus is the closed nature of iPadOS. Anything you want to do must be cleared by Apple before it can run on your device. Distribution will be through the App Store only, and any revenue generated will be subject to Apple’s thirty percent royalty.

(There is a caveat for Europe, given that iPadOS is classified as a “gatekeeper” service and must take steps to comply with the Digital Markets Act and open up the platform. However, the process for an individual developer to do this is long and complex).

Compare that to MacOS. Although the Mac platform has an App Store, it is not the only way to the platform. While Apple has a payment system that can be used, no developer is forced to use this system. And there’s no limit to what you can code and distribute on the Mac platform. To take a recent example: retro emulation apps have long been a staple of the Mac platform, but until recently Apple had a blanket ban on such apps on the iPhone and iPad. No matter how well they were coded, Apple didn’t find them suitable.

While arguments rage over elements such as the interface, touchscreens, trackpads, on-screen keyboards, and cellular connectivity, the main advantage that every Mac has over every iPad is the openness of the system. If you want to do something on MacOS to use the full power of the chipset, there are no limits… unlike the iPad, where Apple is watching your every move.

Now read the latest iPad, Mac and iPhone headlines in Forbes’ Apple Weekly News Digest…