Tech

The Tim Cook Apple iPad prediction that's looking increasingly blurry – CNBC

Published

4 years ago

March 25, 2020

Apple’s new iPad Pro 2020.

Apple

It would probably be wrong to argue semantics with Apple CEO Tim Cook, who said on a 2012 earnings conference call that combining a laptop and tablet was akin to converging a toaster and refrigerator — you’d wind up compromising both. But today, as the market for portable computers that possess features of both tablets and laptops takes off, Apple’s iPad is leading a pack that looks more like a winning compromise in a weakened tablet market.

Apple celebrated the iPad’s tenth birthday this year by virtually launching a new iPad Pro in March — like everyone else, Apple canceled its big media gatherings and has since also closed its retail stores due to the worsening coronavirus pandemic. The new iPad marks another step in the device’s march toward looking, feeling and behaving like a laptop. Over the past few years, this slow morph has helped the iPad gain significant share in a market where, overall, sales have been declining since their height in 2014. In its review this week, CNBC said the new iPad Pro “makes a tempting laptop replacement.”

According to Rick Kowalski, senior manager of industry analysis and business intelligence for the Consumer Technology Association, 2020 will bring a 5% drop in unit shipments of tablets in 2020, down from 39.5 million in 2019. In the fourth quarter of 2019, the launch of Apple’s seventh-generation entry-level iPad helped the firm grow its hold to 36.5% of the sector, up from 29.6% the previous year, according to research firm IDC. Lenovo, with 5.8% market share, was the only other brand that saw growth.

“Apple is bucking the trend with its iPad Pro. Outside of that, you don’t see much excitement about tablets,” says Lauren Guenveur, a senior research analyst on IDC’s devices and displays team. “With the iPad mini the only iPad that isn’t a detachable, the company is definitely skewing toward a pure detachable portfolio.”

Microsoft Surface and detachable devices

Detachables, also known as 2-in-1 devices, typically feature keyboards that unhook from their screens (some have a 360-degree hinge that allows the keyboard to be folded flat against the display). Because there is less space for components — essential hardware must fit somewhere in the display — historically the devices have had to compromise on design and computing power.

Because of this, you don’t see many 2-in-1 devices in the wild, and analysts say that with the exception of the Microsoft Surface, no one really has come up with a compelling model. Apple, with its stronghold over its own hardware, software and chips, might have an opportunity to do what it did with tablets the first time around and remake the 2-in-1 market, pulling share from mobile PCs that command the enterprise market.

“Apple has high hopes for the enterprise market. I suspect there will be an overlap with detachables and laptops,” Guenveur said. “Apple has the most loyal customers in the world — we’re talking like 95% loyalty — and it’s good at getting a person to buy one product and move them up the SKU level; you start with an iPhone, they get an iPad, then a MacBook.”

Laptops are the world’s choice for work, and machines running Windows dominate. But as Apple responds by beefing up the iPad’s processing power and evolves its design to make it more comfortable for the daily grind — typing, navigating screens by mouse and trackpad — it’s likely that the tablet-turned-detachable will continue to have a starring role in Apple’s lineup. It’s still anyone’s guess, though, how blurry the line becomes between iPads and MacBooks.

Apple declined to comment.

iPad Pro goes more pro

One thing is clear: Apple is catering to laptop PC users with its latest iPad offerings. In September 2019 the company announced iPadOS, its tablet-specific operating system that makes it more efficient to multitask, browse and use web-based apps like Google Docs. It also supports the use of a trackpad or mouse, both for its own keyboards and a host of ones made by third parties, which will make the iPad more appealing.

Jess Lee, COO of software developer community DEV, recently switched from a laptop to the iPad for better mobility when she travels. Much of what she uses the iPad for falls under productivity — web-conferencing colleagues or using it as a second monitor when she is using her laptop — but “as a full-time machine, it’s not fully comfortable,” she says. “It’s the nature of the iPad being smaller than a laptop.”

Bradley Chambers, a writer at tech news site 9to5Mac and IT director at Brainerd Baptist School in Chattanooga, Tennessee, who oversees a stock of iPads used by administrators and students, says Apple has more work to do. “I want to see Apple move the iPad imparity with the Mac,” he says. “It’s one thing to spend 30 minutes on an iPad in a classroom, but if you think about knowledge workers outside of education, the ergonomics of the iPad aren’t great — not for eight hours. I want to see Apple evolve the use of the cursor with an iPad.”

The latest iPad Pro aims to tackle this problem with its new OS. Its new Magic Keyboard, which is backlit and fit with a trackpad and cursor support, attaches magnetically to the device — sort of suspending it in the air — and is adjustable up to 130 degrees. Apple also stated in a release that the iPad Pro’s new A12Z Bionic chip makes it “faster and more powerful than most Windows PC laptops.”

While that remains to be seen for most workers tied to less costly legacy laptops and desktops, there are some sectors where tablets sales — and presumably the detachables slowly phasing them out — continue to grow.

“iPads present imagery better, which is really important in our industry,” says Kristin Savilia, CEO of Joor, whose software digitizes the wholesale process for fashion, home and beauty brands and about 200,000 retailers. “Think about shopping from a consumer perspective. If you can see the details more beautifully, you’re more apt to buy that product. It’s the same in B2B, with 200,000 stores using this technology to decide whether or not a product makes sense in their store. To see it beautifully on the iPad matters and makes a difference.”

Joor has thousands of clients using its software on iPads in the field, but many of them return to the office to use its laptop version to crunch numbers and place orders. “It’s taking what each product is best at and making use for that,” Savilia said.

Until the productivity gains promised by the iPad Pro become widespread, the detachables market remains niche. Compounding this is the issue of bundling and price. While the largest iPad Pro with a 12.9-inch display starts at $999, adding in the Wi-Fi plus cellular version — which you’ll want with new 5G networks, according to analysts — makes it $1,149. You also pay $349 if you want Apple’s new keyboard (although tablets accessories company Brydge sells a comparable one for $230) and $129 for the Apple Pencil.

“The iPad Pro looks more toward productivity rather than just pure consumption,” says David McQueen, research director at ABI Research. Given the accessories ecosystem you have to invest in to make the iPad Pro the best workhorse, “it can be quite pricey,” he says.

Apple might find a wider market for the iPad if it bundled accessories like Apple Pencil and the new keyboard with touchpad, but the accessories deliver high profit margins.

Apple’s iPad vs. Google Chromebook in schools

Apple does offer discounted pricing for students, teachers and school administrators, and there’s room for a detachable iPad in the U.S. education market, where Google Chromebooks have dominated since 2014 due to their low cost and ease of deployment.

“If your main goal is to be a Google Docs client, then Chromebooks is a perfect suite for school,” says Chambers of tech news site 9to5Mac, whose school just finished a four-year stint using the iPad Air. He’s rolling out the new seventh-generation iPad in the fall. “But for anything past that, the iPad is a better device with its wide variety of apps and better support.”

According to market research firm Futuresource Consulting, Chromebooks accounted for 59.9% of mobile devices shipped to K–12 classrooms in 2019, up from 58.1% in 2017. Windows devices grew from 21.7% to 22.5% over the same period. While consumer familiarity with Apple’s ecosystem and its strong proposition on data privacy issues bodes well for the iPad maker here, iPad share fell from 14.8% to 13.8%. Mac laptops currently hold 3.4% of the sector.

“In terms of the evolution of computing battles in the future, we expect Microsoft and Google to push hard on 2-in-1 devices, designed specifically for education at increasingly aggressive sub-$300 price points,” says Michael Boreham, a senior consultant at Futuresource. “Many in the industry believe the 2-in-1 format to be ideal for education, with tactile touch suited for some applications, while a keyboard is typically required for more traditional tasks. How Apple will respond to this trend will be interesting to watch.”

Waiting for Apple to respond to, and eventually dominate, mobile technology sectors has become a national pastime. While shipments for tablets overall continue to decline, analysts are still bullish on the iPad for at least the next few years, given Apple’s focus on its application for work and as a superior device on which to push out new content and services. Its tipping point, they say, will come when it more directly collides with the MacBook.

“The iPad still has a place in Apple’s portfolio even with the MacBook, although it will never reach the sort of heights of the smartphone,” McQueen said. He notes the prospect of a smartphone-tablet device with a foldable screen, which could come soon. “Even if people don’t upgrade as much as they used to, Apple’s ecosystem is still huge,” he said.

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Tech

How to Preorder the PlayStation 5 Pro in Canada

Published

2 days ago

September 10, 2024

Harry Miller

Sony has made it easy for Canadian consumers to preorder the PlayStation 5 Pro in Canada directly from PlayStation’s official website. Here’s how:

Visit the Official Website: Go to direct.playstation.com and navigate to the PS5 Pro section once preorders go live on September 26, 2024.
Create or Log in to Your PlayStation Account: If you don’t have a PlayStation account, you will need to create one. Existing users can simply log in to proceed.
Place Your Preorder: Once logged in, follow the instructions to preorder your PS5 Pro. Ensure you have a valid payment method ready and double-check your shipping information for accuracy.

Preorder Through Major Canadian Retailers

While preordering directly from PlayStation is a popular option, you can also secure your PS5 Pro through trusted Canadian retailers. These retailers are expected to offer preorders on or after September 26:

Best Buy Canada
Walmart Canada
EB Games (GameStop)
Amazon Canada
The Source

Steps to Preorder via Canadian Retailers:

Visit Retailer Websites: Search for “PlayStation 5 Pro” on the website of your preferred retailer starting on September 26.
Create or Log in to Your Account: If you’re shopping online, having an account with the retailer can speed up the preorder process.
Preorder in Store: For those who prefer in-person shopping, check with local stores regarding availability and preorder policies.

3. Sign Up for Notifications

Many retailers and websites offer the option to sign up for notifications when the preorder goes live. If you’re worried about missing out due to high demand, this can be a useful option.

Visit Retailer Sites: Look for a “Notify Me” or “Email Alerts” option and enter your email to stay informed.
Use PlayStation Alerts: Sign up for notifications directly through Sony to be one of the first to know when preorders are available.

4. Prepare for High Demand

Preordering the PS5 Pro is expected to be competitive, with high demand likely to result in quick sellouts, just as with the initial release of the original PS5. To maximize your chances of securing a preorder:

Act Quickly: Be prepared to place your order as soon as preorders open. Timing is key, as stock can run out within minutes.
Double-Check Payment Information: Ensure your credit card or payment method is ready to go. Any delays during the checkout process could result in losing your spot.
Stay Informed: Monitor PlayStation and retailer websites for updates on restocks or additional preorder windows.

Final Thoughts

The PlayStation 5 Pro is set to take gaming to the next level with its enhanced performance, graphics, and new features. Canadian gamers should be ready to act fast when preorders open on September 26, 2024, to secure their console ahead of the holiday season. Whether you choose to preorder through PlayStation’s official website or your preferred retailer, following the steps outlined above will help ensure a smooth and successful preorder experience.

For more details on the PS5 Pro and to preorder, visit direct.playstation.com or stay tuned to updates from major Canadian retailers.

Tech

Introducing the PlayStation 5 Pro: The Next Evolution in Gaming

Published

2 days ago

September 10, 2024

Harry Miller

Since the PlayStation 5 (PS5) launched four years ago, PlayStation has continuously evolved to meet the demands of its players. Today, we are excited to announce the next step in this journey: the PlayStation 5 Pro. Designed for the most dedicated players and game creators, the PS5 Pro brings groundbreaking advancements in gaming hardware, raising the bar for what’s possible.

Key Features of the PS5 Pro

The PS5 Pro comes equipped with several key performance enhancements, addressing the requests of gamers for smoother, higher-quality graphics at a consistent 60 frames per second (FPS). The console’s standout features include:

Upgraded GPU: The PS5 Pro’s GPU boasts 67% more Compute Units than the current PS5, combined with 28% faster memory. This allows for up to 45% faster rendering speeds, ensuring a smoother gaming experience.
Advanced Ray Tracing: Ray tracing capabilities have been significantly enhanced, with reflections and refractions of light being processed at double or triple the speed of the current PS5, creating more dynamic visuals.
AI-Driven Upscaling: Introducing PlayStation Spectral Super Resolution, an AI-based upscaling technology that adds extraordinary detail to images, resulting in sharper image clarity.
Backward Compatibility & Game Boost: More than 8,500 PS4 games playable on PS5 Pro will benefit from PS5 Pro Game Boost, stabilizing or enhancing performance. PS4 games will also see improved resolution on select titles.
VRR & 8K Support: The PS5 Pro supports Variable Refresh Rate (VRR) and 8K gaming for the ultimate visual experience, while also launching with the latest wireless technology, Wi-Fi 7, in supported regions.

Optimized Games & Patches

Game creators have quickly embraced the new technology that comes with the PS5 Pro. Many games will receive free updates to take full advantage of the console’s new features, labeled as PS5 Pro Enhanced. Some of the highly anticipated titles include:

Alan Wake 2
Assassin’s Creed: Shadows
Demon’s Souls
Dragon’s Dogma 2
Final Fantasy 7 Rebirth
Gran Turismo 7
Marvel’s Spider-Man 2
Ratchet & Clank: Rift Apart
Horizon Forbidden West

These updates will allow players to experience their favorite games at a higher fidelity, taking full advantage of the console’s improved graphics and performance.

Design & Compatibility

Maintaining consistency within the PS5 family, the PS5 Pro retains the same height and width as the original PS5 model. Players will also have the option to add an Ultra HD Blu-ray Disc Drive or swap console covers when available.

Additionally, the PS5 Pro is fully compatible with all existing PS5 accessories, including the PlayStation VR2, DualSense Edge, Pulse Elite, and Access controller. This ensures seamless integration into your current gaming setup.

Pricing & Availability

The PS5 Pro will be available starting November 7, 2024, at a manufacturer’s suggested retail price (MSRP) of:

$699.99 USD
$949.99 CAD
£699.99 GBP
€799.99 EUR
¥119,980 JPY

Each PS5 Pro comes with a 2TB SSD, a DualSense wireless controller, and a copy of Astro’s Playroom pre-installed. Pre-orders begin on September 26, 2024, and the console will be available at participating retailers and directly from PlayStation via direct.playstation.com.

The launch of the PS5 Pro marks a new chapter in PlayStation’s commitment to delivering cutting-edge gaming experiences. Whether players choose the standard PS5 or the PS5 Pro, PlayStation aims to provide the best possible gaming experience for everyone.

Preorder your PS5 Pro and step into the next generation of gaming this holiday season.

Tech

Google Unveils AI-Powered Pixel 9 Lineup Ahead of Apple’s iPhone 16 Release

Published

4 weeks ago

August 13, 2024

Harry Miller

Google has launched its next generation of Pixel phones, setting the stage for a head-to-head competition with Apple as both tech giants aim to integrate more advanced artificial intelligence (AI) features into their flagship devices. The unveiling took place near Google’s Mountain View headquarters, marking an early debut for the Pixel 9 lineup, which is designed to showcase the latest advancements in AI technology.

The Pixel 9 series, although a minor player in global smartphone sales, is a crucial platform for Google to demonstrate the cutting-edge capabilities of its Android operating system. With AI at the core of its strategy, Google is positioning the Pixel 9 phones as vessels for the transformative potential of AI, a trend that is expected to revolutionize the way people interact with technology.

Rick Osterloh, Google’s senior vice president overseeing the Pixel phones, emphasized the company’s commitment to AI, stating, “We are obsessed with the idea that AI can make life easier and more productive for people.” This echoes the narrative Apple is likely to push when it unveils its iPhone 16, which is also expected to feature advanced AI capabilities.

The Pixel 9 lineup will be the first to fully integrate Google’s Gemini AI technology, designed to enhance user experience through more natural, conversational interactions. The Gemini assistant, which features 10 different human-like voices, can perform a wide array of tasks, particularly if users allow access to their emails and documents.

In an on-stage demonstration, the Gemini assistant showcased its ability to generate creative ideas and even analyze images, although it did experience some hiccups when asked to identify a concert poster for singer Sabrina Carpenter.

To support these AI-driven features, Google has equipped the Pixel 9 with a special chip that enables many AI processes to be handled directly on the device. This not only improves performance but also enhances user privacy and security by reducing the need to send data to remote servers.

Google’s aggressive push into AI with the Pixel 9 comes as Apple prepares to unveil its iPhone 16, which is expected to feature its own AI advancements. However, Google’s decision to offer a one-year free subscription to its advanced Gemini Assistant, valued at $240, may pressure Apple to reconsider any plans to charge for its AI services.

The standard Pixel 9 will be priced at $800, a $100 increase from last year, while the Pixel 9 Pro will range between $1,000 and $1,100, depending on the model. Google also announced the next iteration of its foldable Pixel phone, priced at $1,800.

In addition to the new Pixel phones, Google also revealed updates to its Pixel Watch and wireless earbuds, directly challenging Apple’s dominance in the wearable tech market. These products, like the Pixel 9, are designed to integrate seamlessly with Google’s AI-driven ecosystem.

Google’s event took place against the backdrop of a significant legal challenge, with a judge recently ruling that its search engine constitutes an illegal monopoly. This ruling could lead to further court proceedings that may force Google to make significant changes to its business practices, potentially impacting its Android software or other key components of its $2 trillion empire.

Despite these legal hurdles, Google is pressing forward with its vision of an AI-powered future, using its latest devices to showcase what it believes will be the next big leap in technology. As the battle for AI supremacy heats up, consumers can expect both Google and Apple to push the boundaries of what their devices can do, making the choice between them more compelling than ever.