The State of iPad
25 price points, nine colour finishes, six different models, five screen sizes & chip variations, four different keyboard accessories, three different connectivity options, two different pencils; 1 chaotic lineup.
I'd love to see someone take a crack at giving a novice iPad buyer a rundown of the current lineup in a manner that helps them make sense of the state of the iPad in late 2022. The lineup has never been broader, but it's also never been more perplexing. And in place of choice, we now have clutter.
State of Confusion
When the iPad was announced in 2010, one model was available in one of six possible configurations: 16, 32, & 64GB with either WiFi or WiFi+Cellular. Fast forward to 2022, Apple now sells six different models of iPad. And when you add all the colours, storage configurations, and connectivity options available, your decision of an iPad is among 98 possible models. That landscape of tablets now includes deciding between 9 different colour finishes (Silver, Space Grey, Starlight, Pink #1, Pink #2, Purple, Blue #1, Blue #2, & Yellow), five chip variations (A13, A14, A15, M1, & M2), five display sizes (8.3" 10.2", 10.9", 11", & 12.9"), a bevy of keyboards (Magic Keyboard, Magic Keyboard Folio, Smart Keyboard Folio, & Smart Keyboard) that are all quite expensive & that are not always cross-compatible, port options (lighting, USB-C, or Thunderbolt), differing pencil support (some support Apple Pencil 1, while other support Apple Pencil 2), display technologies, speaker setups, cameras, wireless connectivity, authentication methods, and more.
Depending on the iPad & the accessories you choose to get, your budget begins at $329 (64GB iPad 9th Generation, no accessories) and goes all the way up to $2,877 (12.9" iPad Pro with Apple Pencil & Magic Keyboard). And between those two poles are iPads at $449, $459, $479, $499, $599, $609, $649, $749, $799, $899, $999, $1099, $1199, $1299, $1399, $1499, $1599, $1699, $1799, $1899, $1999, $2099, & $2199. Within just $350 of each other ($449-799), there are currently 15 different iPad configurations to choose from.
It's not that the iPad lineup is bad; these are arguably the best iPads we've had to date, but the current lineup lacks coherence & creates choice paralysis. A coherent good, better, best hierarchy no longer exists, with the iPad now having different features & hardware options scattered across the lineup. Need Apple Pencil hover? That's exclusive to the iPad Pro. Want that new landscape camera? That's exclusive to the 10th generation 'budget' iPad. Want that landscape camera on an iPad with Stage Manager? Doesn't exist. Need more than 256GB of storage? Then you're instantly looking to cough up at least $1,100 to buy an iPad Pro (the only iPads with more than 256GB of storage).
What's Going On?
When I look at the 2022 iPad lineup, the first thought that comes to my mind is that the iPad is in the midst of a pivot, and this is the messy intermediate stage as the iPad shifts from being a portrait consumption device to Apple leaning even more heavily into the vision of iPad as landscape alt-PC computing device. Apple's recently completed its pivot of the MacBook lineup, and now the differentiation between the Air & Pro couldn't be more evident. Something like that might be the future for the iPad after we ride through the messy year we're in.
Enhancements like the Magic Keyboards, function keys, landscape camera, & Stage Manager all hint to a landscape iPad future. And the lacklustre updates to the iPad Pro lineup (M2 + hover) have me questioning if there existed more features that Apple hoped to ship but were not yet ready for primetime. Just like the iPhone Pro is expected to continue differentiating itself further from the regular iPhone line, I bet there's an iPad Pro in the works that'll make it evident why this current incarnation has seen such modest iterations since 2018.
We're also seeing Tim Cook's Apple on full display. Steve was fine killing a top-selling product, replacing it without hesitation with the newest gadget. Meanwhile, Tim Cook appears very comfortable with a broad range of products casting the widest possible price point net. Your choice paralysis is still likely to net Apple a sale, while slippery price points will likely lead people to spend a few extra dollars and inch up to a more spec'd-up model.
Correction
In a year or two, I wouldn't be surprised to see the Pro line of iPads continue distancing away from the other iPads, potentially with additional ports, OLED screens, fancier accessories, and larger display options. Meanwhile, I could see the iPad Air and 11" iPad Pro merging into a single 11" product, a better iPad Air, and below that, an entry-level model that eventually sits at a starting price of $399. This finalized lineup restores a more coherent good, better, best hierarchy while allowing the Pro line of iPads to continue experimenting with new features and ridiculous price points without affecting the Air and base lineup of tablets. And amongst all that, I hope Apple keeps and periodically updates their wildcard iPad mini.
What iPad Should I Get?
In case there weren't enough 'what product X should I buy' posts, here are some guiding considerations I would offer to someone trying to decide on an iPad in the current expanse of choices. But if experience serves me right, more often than not, people ignore anything I say and opt for the base model iPad, so I wonder why I'm even writing this.
Look in Your Budget
I'll credit Say Yes to the Dress for this tip: set a budget and only look at iPads in that price range. There's too little friction in Apple's current lineup, making it very easy to move up and buy an iPad that's more expensive than you intended. And remember to factor in AppleCare and any accessories you might want.
How Much Does Having 'The Best' Matter to You?
I love having 'the best' iPad with all the bells and whistles, roomy storage, and cellular connectivity. That matters to me, and I utilize those features as much as possible. For others, an iPad is a means to an end, and having one that adequately fills the role you need for it matters more than the weird psychological bougie points you feel you've earned by having the best new iPad.
How Much Storage Do you Use?
I prioritize storage above nearly any other feature, and if you look at any of the current 10.2-10.9-inch iPad & iPad Air models, they all come with either 64 or 256GB of storage. Check your current phone or tablet storage, and if you are using a 64GB device and have more than 70% of that storage used (45GB), then aim for a 256GB iPad. Suppose I had to help someone decide between the 64GB iPad Air or the 256GB iPad (10th Generation), both $599. In that case, I'd heavily nudge someone toward the 10th-generation iPad unless there was a compelling reason they needed the M1 or had existing accessories that were compatible with the Air.
Do You Accessorize?
The more likely you are to use the iPad as a consumption device, the more I am likely to recommend you spend as little as possible. All iPads are great consumption devices, and there's little need for laminated P3 displays or quad-stereo speakers if this iPad is basically for watching Netflix & YouTube in bed, or keep the iPad as a home hub-like device.
But the more you are going to 'do work' (graphics editing, drawing, writing), then consider creating a budget for your iPad that includes the price of a keyboard and/or pencil accessory. The cost of those two Apple accessories alone can nearly double the price of your iPad (a $599 iPad Air comes to $1,027 after adding a Magic Keyboard & Apple Pencil), so factor that into the price you're willing to spend if there's a good chance you'll be needing one or both of those accessories. The more you rely on accessories, the more I am inclined to push you toward the Air 5 - the accessory lineup is simply better!
Longevity
iPads last a long time, either as your primary device or intergenerationally, as your iPad is passed down to other family members. It's not uncommon for me to hear people getting 3-5 years of use from an iPad and another 2-3 years of use by another family member. If longevity is a primary aim, consider spending more upfront on getting a better processor or storage. The added cost and performance may be overkill, but that extra $200 extending the iPads longevity by 3-4 years becomes an excellent value over the product's life.
Colour Matters
Some people are nonplused by what device colour they get, while for others, colour trumps all. You might be that person that needs a Purple iPad Air and are willing to fork over wads of extra cash or forgo the iPad Pros ProMotion and increased storage to have it. If that's you, I salute your conviction. You do you, and live your best purple life! I won't judge you as I write this on my Blue iPad Air.
Consider Refurbished
Apple's refurbished products may net you an excellent device at significant savings. For example, a refurbished iPad Air 4 with the same screen size, A14, storage, and memory can be purchased for only $20 more than the base model 10th gen. iPad. But that extra $20 gives you a much better display (P3 & laminated), Pencil 2 & Magic Keyboard support, faster USB-C (for data transfer), and the knowledge that Apple will support it for as many years as it is planning on supporting the new 10th gen iPad.
In Sum
The iPad lineup is messy. A hodgepodge of features, colours, and accessories makes selecting 'the best iPad' for you more challenging than ever. And that's probably because many are now the best iPad, and many will dutifully serve the role you want them to perform. Product differentiation is low, and niche features are scattered across the lineup without rhyme or reason. I expect that to change in the coming years, and for now, we have to tolerate a slightly messier iPad lineup.
