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Let me share my background. I've always felt that the update cycle for tablet computers is quite slow. The iPad 2 came first, followed by the iPad Air. After two years, I was planning to re-enter the market and buy a new iPad. It was surprising to see how cheap the iPad has become. It seems that after the initial excitement in the flat-panel market, things have gradually quieted down. Without any major breakthroughs, it's hard to spark another wave of interest.
This sentiment aligns with what my supervisor shared, reflecting the global trend where sales of flat-panel devices, especially Apple products, are not very optimistic.
[Image: Sales volume of iPad since its IPO, showing a gradual decline since Q1 2014.]
The cheapest iPad
For a long time, Apple products have never been significantly discounted due to market changes. Even though the overall tablet market isn't booming, Apple shouldn't be affected—but when this generation of iPad came out, I was surprised to find it was much cheaper than expected.
I bought it at Suning for 2378 RMB, and the price is still around the same now.
The price drop might be due to several factors:
1. First and foremost, the release of the previous iPad Pro model forced Apple to reposition the older models. This shift towards a more casual, entertainment-focused strategy made it natural to lower prices and highlight the higher-end models.
2. The profit margin of the iPad product line also supports this move. Apple’s ability to create value is well known.
3. Lowering the price also boosted sales, revitalizing the tablet market. As the largest player, Apple benefits from this as well.
Looking at recent sales, this trend is confirmed.
[Image: iPad sales data showing a recovery in Q3 2017.]
Since Apple adopted this pricing strategy, are we making big profits? The answer may not be so straightforward.
First, the 2017 iPad seems more like an upgraded version of the iPad Air, although it has improvements over the Air 2, it doesn’t fully follow the Air 2’s design and even has some limitations compared to it.
[Images comparing the new iPad with the Air 2.]
The new iPad has the same shape as the Air, with a thickness of 7.5mm and weight of 469g, but it contrasts sharply with the Air 2, which is thinner (6.1mm) and lighter (437g). Although the new iPad has better brightness, it lacks the anti-reflective coating of the Air 2, making reflections more visible. Also, the new iPad didn’t even get a special launch event, just a simple online release.
In short, the new iPad seems to be a strategic choice rather than a flagship product. The Windows ecosystem is also trying to build hybrid and ultra-thin laptops. Apple focuses on productivity with its Pro series, while entertainment is left to the iPhone.
Unboxing
No matter what role this generation of iPad plays, I’m happy to have bought it at a more affordable price.
[Images of unboxing the iPad.]
Suning Express delivered the large box, and I noticed that Suning is increasingly focusing on online marketing. Not only in traditional electronics, but also in
other areas, offering more options and discounts.
Their packaging is still experienced, given their long history in electronics.
The new iPad came in a simple box.
[Images of the unboxing process.]
The golden 32GB Wi-Fi model was purchased, as it was recommended to avoid the screen edge issues. I chose the deep space gray, but ended up buying the gold anyway.
[Images of the device and its packaging.]
Compared to the Air box, the minimalistic design is still recognized and appreciated.
[Images of the back of the device.]
There's no major difference in the back.
[Images of the front and back.]
The design hasn’t changed much, and some features have even gone back to the Air 2, likely due to cost considerations.
[Images of the device.]
Under the protective film, the bright gold body is revealed.
[Images of the device.]
The new iPad uses the A9 processor, not the latest in Apple’s lineup, but the one used in the iPhone 6 and iPhone SE. It comes with 2GB of RAM, which is an improvement. The front-facing fingerprint sensor is still satisfying, and the Wi-Fi chip is twice as fast as the Air 2.
[Images of the internal components.]
While phones are pushing for full-screen designs, the iPad hasn’t made a big change in screen proportions. The frame size remains similar to previous generations, and the front camera hasn’t seen much improvement.
[Images of the front panel.]
The iPad’s product line is destined for a longer lifecycle because most users use it for video playback and daily entertainment. The demand for game updates isn’t as strong as with smartphones.
[Images of the device in use.]
One of my favorite things about the iPad is that the camera isn’t raised, unlike many phones.
[Images of the camera.]
Comparison with Air 1 and Overall Experience
The reason for comparing with the Air 1 is that the new iPad is more of a direct replacement for the Air 1, and a compromise between the Air 2 and Pro. In terms of performance, the new iPad has clear improvements over the Air 1, but it’s still not on par with current mainstream phones. In display quality, there's a noticeable gap between the iPad Pro and the standard iPad, and I don’t think future models will reverse this trend.
[Images comparing the new iPad with the Air 1.]
Except for the fingerprint sensor, the new iPad looks almost identical to the Air 1.
[Images of the sides and edges.]
Both the thickness and side processes are the same.
[Images of the bottom.]
There is a slight difference in the bottom of the device. I think the same mold might not be ideal, so some changes were made.
[Images of the buttons.]
The design is simpler and more elegant.
[Images of the device.]
Overall, the new iPad is a regular update from Apple, but from this generation, we can see a new strategy and direction in the tablet market. It doesn’t mean the iPad line will be cut, but in the future, the mini, iPad, and Pro series will be more clearly defined. The biggest issue is that old models are still functional, so consumers don’t feel the need to upgrade. With larger phone screens providing similar experiences, the iPad Pro offers better performance but at a higher price. For casual use, the new iPad is a good choice.
Advantages:
1. Cost-effective, with key upgrades and a significant price drop.
2. High screen brightness, better for outdoor use.
3. Wi-Fi performance improved, twice as fast as the Air 2.
4. Smooth iOS 11 experience, capable of running iOS 12 easily.
Disadvantages:
1. No major design innovation, but still classic.
2. No anti-reflective coating, slightly worse than the Air 2.
3. Uses an older processor, similar to the iPhone 6 SE.
4. Screen quality isn’t as good as the Air 2 or Pro.
5. Slightly heavier and thicker than the Air 2.
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