Apple known for its minimalist design and attention to detail, but the launch of the new iPad Air seems to contradict the very essence of the Air brand. Traditionally associated with thin and light devices, the Air name has become a symbol of portability for Apple users, first on notebooks and then on tablets.
However, the technical specifications of the new 11 and 13-inch iPad Air reveal something new in the Apple range: sThey are actually heavier and thicker than their respective iPad Pro models. iPad Air 11″ (M2) weighs 462 grams, exceeding the 444 grams of the iPad Pro of the same size. Likewise, iPad Air 13″ (M2) reaches 617 grams, while its Pro counterpart stops at 579 grams.
iPad Airs are no longer Apple’s lightest tablets
Even the lower thickness in the Pro modelsHowever, designed to offer maximum performance and a more complete and versatile user experience. The new iPad Air (M2) is 6.1mm thick, while the Pro models measure 5.3 and even 5.1mm for the 11 and 13″ variants respectively. All with the need to dissipate the heat produced by a significantly more powerful processor: Apple M4, versus the Apple M2 built into lower-end Air models.
In this way, TheVerge points out, the name “Air” which has always promised lightness and portability seems to have been deprived of its original meaning. During the launch event, Apple described the iPad Air as mid-range devices, aimed at a wider audience than the Pro models, but without the obligatory sacrifices on the entry-level models. However, this positioning strategy appears to have sacrificed branding clarity in the name of greater market fragmentation.
The proliferation of product configurations within the iPad line can contribute to consumer confusion. While Apple has often chosen to simplify options for users, the iPad range now appears to have become more complicated, with subtle distinctions between different models and the use of legacy branding that no longer reflects the features of the products.
Below you will find the links to our insights for all the news announced by Apple at the Let Loose event.
