For more than a decade, the Apple iPad has been the world’s most successful tablet. It defined the category, dominated sales, and became a powerful tool for work, school, entertainment, and creativity. But over the past few years, something has changed. The excitement is gone. Apple no longer treats iPads like headline products. Their launches are silent. Updates are minor. Marketing is almost invisible.

The question many people are now asking is simple:
Why doesn’t Apple seem to care about iPads anymore?

Let’s break it down by looking at Apple’s current strategy, the competition, the rise of foldables, and whether tablets still have a future.

A Quiet Apple iPad Launch? That is Not the Apple We Know

Apple is famous for its glamorous launch events, cinematic videos, and bold statements about “reinventing” the future. iPhones get massive presentations. Macs get spotlight events. Even AirPods and Apple Watch get plenty of attention.

But the upcoming M5-powered iPad Pro is rumoured to launch quietly through a simple press release. there is No big event. No stage. No hype.

For a product once considered Apple’s future of computing, this feels… disappointing.

Is Apple bored with iPads? Or is something else happening behind the scenes?

Apple Still Sells Many iPads, So What is the Problem?

Here’s the irony: iPads still dominate the global tablet market.

• In Q2 2025, Apple sold approximately 33% of all tablets worldwide.
• In 2024, it was even higher, 36.6% market share.

Samsung, Lenovo, Amazon, Huawei, and Microsoft are far behind.

So why is Apple acting like tablets don’t matter?

Because from Apple’s point of view, the iPad category is mature.
It’s not growing fast. It’s not exciting. People don’t upgrade often. Most users are happy with their 3–to 4-year-old iPad because it still works great.

For Apple, iPhones and Services make the real money. iPads? Not as much.

Too Many iPads, Too Little Difference

Another issue is product confusion. Look at Apple’s lineup:

• iPad (regular, A16 chip)
• iPad mini (7th gen)
• iPad Air (M3)
• iPad Pro (M4, now M5 soon)
• Different sizes: 11-inch, 13-inch
• Different refresh rates, different features, different prices

But here’s the problem:

They all look almost the same!

The design hasn’t changed much for years. Most updates are just chip upgrades.

Even worse, the cheaper iPads are being held back on purpose.

• iPad Air is still stuck at a 60Hz display
• Regular iPad using the old A16 Bionic chip
• No major UI improvements unique to iPad

Apple could make every iPad amazing, but it doesn’t. Why?
Because of product segmentation. Apple wants you to pay more for Pro.

Where Did the Innovation Go?

Remember when the 2020 iPad Pro (4th Gen) launched with LiDAR and everyone was excited? It felt new and futuristic.

Now?

• The iPad Pro design is nearly unchanged.
• Accessories still cost a fortune.
• iPadOS still feels like a bigger iPhone.
• Many “new features” are tiny improvements.

Apple used to lead the tablet world. Now it plays it safe.

As a result, customers feel underwhelmed.

Apple’s Real Focus Has Shifted

Apple is not a company that stands still. It always looks toward the next big thing, and right now, iPads are not that thing.

Apple’s main focus areas in 2025 and beyond:

• iPhone (still their biggest revenue)
• Services (App Store, iCloud, Apple TV+, Music)
• AI features integrated into iOS and macOS
• Apple Watch and health technologies
• Future products: Foldables
• Vision Pro and spatial computing

Notice something missing? iPad is not a priority.

The Competition Is Partly to Blame

It’s easy to blame Apple, but let’s be fair, competition shapes strategy.

Samsung, Lenovo, Amazon, Xiaomi, Huawei, Microsoft… they all make tablets. Some are decent, but none are truly changing the game.

Take the Galaxy Tab S11 Ultra:

• Has a notch
• Uses a MediaTek SoC
• Starts at $1,200

Compare that to an iPad Pro with an M4 or M5 chip—and Samsung still can’t catch up. In fact, even with mediocre updates, Apple beats everyone.

So why would Apple work harder?
When you’re already #1, the pressure to innovate drops.

Marketing Budget? iPad Barely Gets Any

When was the last time you saw a big iPad commercial?

Apple ads constantly push:

• iPhone
• AirPods
• Apple Watch
• Services
• MacBook Air/Pro

iPad? Almost invisible.

AirPods have a bigger marketing budget than the iPad.

That tells us something:

Inside Apple, the iPad is now a “support” product, not a star.

User Interest Is Also Declining

Let’s be honest, do people still care about tablets like before?

• Look at user polls:
•  “Very much” – small group
• “A bit” – many
• “Very little” – increasing
• “Tablets are dead, long live foldables!” – growing opinion

People now prefer:

• Big phones
• Foldable phones
• Lightweight laptops
• 2-in-1 devices (Surface, Galaxy Book, MacBook Air)

For many, the iPad is stuck in the middle—not a full computer, not a phone.

Foldables: The Future Threat to iPads

Here’s the BIG reason Apple might be slowing down traditional iPads:

Foldable Devices.

Apple is working on:

• First foldable iPhone – expected next year
• First foldable iPad – rumoured to follow soon
• Possibly a hybrid iPad-Mac device

Imagine:

• A foldable iPad that becomes a laptop
• A tablet that fits in your pocket
• A MacBook that folds into a tablet 

If that product becomes reality…
Why would Apple keep making traditional flat iPads forever?

Apple might already be preparing to replace today’s iPads with something far more futuristic.

M5 iPad Pro: Powerful But Still Familiar

Let’s talk about the upcoming M5-powered iPad Pro.

What we expect:

• M5 chip = insane performance
• Maybe better OLED or Tandem OLED display
• Slimmer bezels or new camera placement
• Slight improvements in battery or speakers

What we don’t expect:

• Radical design change
• Major iPadOS innovation
• Game-changing new accessory
• Full macOS on iPad
• So even the “new” iPad Pro might feel like just another refresh.

This is why many people say “the iPad Pro launch feels like an afterthought.”

Vision Pro: Apple’s Biggest Distraction?

Let’s not ignore this:
Apple bet big on Vision Pro.

They positioned the Vision Pro headset as the future of computing.
They said it may replace laptops AND tablets one day.

But… the Vision Pro launch was not as successful as Apple hoped:

• Very expensive
• Limited apps
• Heavy device
• Not mainstream yet

Now Apple may be reconsidering that strategy.

Could it be that they neglected iPads while chasing a new dream?

So… Does Apple Still Believe in Tablets?

Yes—but differently than before.

Apple still believes in the idea of tablets.
But they don’t see them as the centre of the future anymore.

Instead:

• iPads are stable, profitable, and reliable
• Apple will keep selling them
• But true innovation will move to foldables and hybrid devices

In other words:
Tablets are not dead—but they are evolving.

What Could Bring iPad Back to Glory?

If Apple wants to make iPads exciting again, here’s what they need to do:

• Make iPadOS more like a desktop system
• Add real multitasking and pro apps (Final Cut, Xcode, Logic full version)
• Lower accessory prices (Magic Keyboard is overpriced)
• Bring a new design language (not the same rectangle forever)
• Offer unique AI features exclusive to iPad
• Create a hybrid iPad/Mac experience
• Market iPads properly again

Will they do it?
Only if competition forces them.

Conclusion

Let’s answer the main question one last time:

Why doesn’t Apple care about iPads anymore?

Because:

• The tablet market is mature.
• Sales are stable but not growing fast.
• iPhones and Services make more money.
• iPads no longer excite consumers.
• Competition is weak, so there is no pressure.
• Apple is focusing on the future: foldables, AI, Vision, and hybrid devices.

The iPad still matters to Apple, but not like before.

It’s no longer the star of the show.
It’s now a supporting actor while Apple prepares the next revolution in computing.

Do You Still Care About iPads?

• Very much? (You love them)
• A bit? (Useful but not essential)
• Very little? (Meh)
• Tablets are dead, long live foldables? (Future is foldable)

No matter where you stand, one thing is clear:
The iPad era is changing.

The big question is…
Will Apple reignite the magic, or let foldables take over?

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