Apple Unveils New iPads and AI Features at Product Event

Apple Unveils New iPads and AI Features at Product Event

Carmen Silva
2 min read

Apple Unveils New iPads and AI Features, Faces EU Regulatory Pressure

Apple recently unveiled its latest products at a product event, showcasing the advanced 11-inch and 13-inch iPad Air with improved displays, machine learning capabilities, and M2 chips. The new iPad Pro also made its debut, featuring Tandem OLED technology, updated cameras, and Apple's latest M4 chip, introducing ray tracing to the iPad for the first time. Moreover, new accessories like the Magic Keyboard and the updated Apple Pencil Pro were also showcased. Despite Apple's struggling iPad revenue, the company remains a dominant force in the tablet market. However, the EU has issued a directive requiring Apple to ensure compliance with the new Digital Markets Act regulations within six months.

Key Takeaways

  • Apple launched new iPad Air and iPad Pro models featuring advanced displays and M2/M4 chips.
  • The new iPad Air offers nearly 50% enhanced speed and improved AI capabilities.
  • The new iPad Pro incorporates Tandem OLED display technology, updated camera systems, and the powerful M4 chip.
  • New accessories include the Magic Keyboard in two sizes and colors, along with the Apple Pencil Pro.
  • Although iPad revenue has been declining, Apple continues to retain a dominant position in the tablet market.


The release of Apple's new iPads, integrating advanced displays and powerful chips, is aimed at bolstering revenue amid declining sales. The introduction of M2 and M4 chips, coupled with AI capabilities, targets professional and creative users. Compliance with the EU's Digital Markets Act within the next six months may present challenges for Apple, potentially necessitating adjustments to their business model, impacting developers and users within their ecosystem. Apple's response to these regulatory changes could significantly influence the tablet market and competitors' strategies, leading to potential price adjustments, feature enhancements, or modifications to meet regulatory requirements.

Did You Know?

  • Tandem OLED technology: This technology combines two OLED layers to enhance image quality, color accuracy, and power efficiency, displaying deeper blacks, higher contrast ratios, and more vibrant colors than traditional OLED or LCD displays.
  • M2 and M4 chips: These are Apple's custom-designed system-on-a-chip (SoC) solutions, integrating various components such as the CPU, GPU, and memory into a single chip. The M2 chip powers the new iPad Air, providing a 50% performance boost, while the M4 chip in the iPad Pro brings advanced features like ray tracing to the device for the first time.
  • Digital Markets Act (DMA) rules: These regulations, introduced by the EU, aim to ensure fair competition and prevent dominant tech companies from abusing their market power. They require companies like Apple to promote interoperability, allow third-party app stores, and avoid self-preferencing practices. Apple must ensure compliance within the stipulated six-month period.

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