Is the iPad mini still a UFO in the country of tablets? When it came onto the market in 2012, it represented a revolution in its format and possibilities, an alternative “size” (7.9 inches) between the iPhone (4 inches) and the iPad (9.7 inches). But a flash in the pan despite a more than positive reception, struggling to generalize its positioning on horseback before being discontinued in 2015.
At a time when the iPad is becoming more and more powerful with the latest models of iPad Air and iPad Pro, which the iPhone is getting bigger and bigger, Apple continues to insist so much on its iPad mini and continues to firmly believe in its usefulness. .
“It’s a product like no other,” Scott Brodrick, global marketing director for the iPad range, insists to Tech&Co. If it now sports a more modern look (straight edges, almost full screen, disappearance of Touch ID, etc.), it now has the same power as the iPhone 15 Pro (the A17 Pro chip). But not the M chip we expected.
Apple targets nomadic professions and students
Even bigger iPhone or ultraportable iPad? This is the question we have the right to ask ourselves when we see this hybrid product that only lacks, by choice, the telephone function or a giant screen to compete with its older brothers. But that is not his position.
Therefore, it borrows from both worlds: the power of the iPhone by offering a broader vision (very good quality 8.3-inch screen); the versatility of large-format iPads (compatible with Apple Pencil Pro for writing and drawing, iPadOS 18, future compatibility with Apple Intelligence for advanced uses) with some concessions (smaller, no M chip, no Oled or 120 Hz screen, no Face ID… ). All that remains is to choose your side or rather your approach.
“It offers the iPad experience in an ultra-portable design that can be used almost anywhere. The A17 Pro chip represents a huge power gain compared to the previous one (with the A15 chip, editor’s note),” recalls Scott Brodrick. “It’s thin, light and durable. It is important that those who wear it can continue working. That’s why students love taking notes so much. “Businesses large and small love its power and portability to help them manage their businesses on the go.”
And to mention field services, health professions and hospital staff as users of this small and complete tablet. “The iPad mini is versatility in all possible uses. With its millions of applications, it can be what you need, when you need it, for everything,” says the Apple executive.
Giant iPhone or smaller iPad?
It is true that many professionals can use it as an extension of their workplace (architects, construction managers, representatives, designers, etc.) to transport projects and show them to clients, even restaurant waiters.
In aviation, the iPad mini is already used especially in cockpits with applications such as Foreflight for piloting and navigation assistance. “This has made aviation safer and more efficient, with a device that saves space,” says the Apple executive.
When compared to a large iPhone, the person responsible for the iPad is quick to point out that it is even more practical for reading, browsing or working. He is aware that the iPad mini really has no competitor on the market in terms of power, possibilities also with the accessories that Apple has added over time. And with the arrival of Apple Intelligence, the Californian company hopes to make it an even more essential companion for everyday life.
So, is the iPad mini only for professional or educational purposes and should I leave the iPad to families and other users? Of course not, says Apple. “You can take it anywhere and more easily than a large iPad, which will work for other situations,” says Scott Brodrick.
An always very salty addition
If there is an audience that could also be seduced by the small format, it may be newcomers to the Apple ecosystem. Those for whom a smartphone does not have to be a competitive beast can do something more practical with a portable and space-saving format. In this way, an economical and low-power smartphone could be complemented by a tablet that is easy to carry without getting in the way and full of power for other uses that the phone does not offer.
“The iPad has always attracted many users interested in its power, intuitive side and ease of use. It is a perfect tool to be productive and creative, but also evolve over time according to your uses and needs,” summarizes Scott Brodrick. without denying the idea of evangelizing other users.
And to mention students, but also artists who can draw it in a simpler way to respond to their creative instinct at the moment. It also wants to attract gamers by promoting the advantages of the iPad mini as a fairly powerful mobile gaming machine with a larger screen.
However, at more than 600 euros, it is much more expensive than a home console. I’m not sure players would be more concerned about his power right now if they have no other interest in him. For companies that are increasingly tending to get rid of physical boxes, why not?
And both students and professionals who need to write may be tempted by this modern digital notebook. But modernity has a price that must be taken into account… and its pen is not included. In any case, the iPad is more than ever in the process of (re) becoming a weapon of mass communication for Apple.
Source: BFM TV