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Apple Inc unveiled a new iPad on Monday but made no major changes to its iPhone, amid investor concerns that the device line is stalling.
The high-end iPad Pro was unveiled in June 2017 and in November, the iPad mini 4 followed. Apple says its 9.7-inch and 12.9-inch iPad Pro models, running the new A12X Bionic chip, are faster and more powerful than previous models, delivering twice the graphics performance and 80% faster photo and video processing.
Apple said it sold more than 140 million iPads last year, and said it expects the category to grow faster than overall tablets this year. While Apple’s unit sales have grown three out of the last four years, the segment’s share has been sliding in the wake of the release of cheaper models. The iPad competes directly with a wide variety of Android devices.
In the first two months of this year, Apple sold 20.1 million iPads, up nearly 5% from a year earlier, based on figures from research firm IDC. But that is still down from 23.8 million for the same period a year ago. IDC expects the category to see flat growth this year.
“We built a second-generation iPad Pro to continue improving and delighting our customers with groundbreaking new technology,” Apple CEO Tim Cook said at an event in Cupertino, California.
The 11-inch iPad Pro starts at $999 and is slightly smaller than the original model that launched in 2014. The 11-inch iPad Pro starts at $999. The 12.9-inch model, which debuted in 2016, starts at $1,099.
The new iPad Pro starts at $999 and is slightly smaller than the original model that launched in 2014. Photograph: David Paul Morris/Bloomberg via Getty Images
The smaller model weighs just under one pound, about the same as the first iPad. The 12.9-inch iPad Pro weighs 1.5 pounds, but has a 20% larger screen.
The new 10.5-inch iPad, the largest iPad ever, starts at $599 and has about the same battery life as the iPad Mini 4. It comes with an updated chip called A12X Bionic and a sharper display.
Tim Cook introduced the new 12.9-inch iPad Pro, the largest iPad ever. Photograph: David Paul Morris/Bloomberg via Getty Images
Apple also announced that its App Store recently reached $100bn in revenue, a new record for the company.
It did not show any technological advances for the upcoming iPhone update, dubbed the iPhone XS, or for the Apple Watch, called the Series 4.
Chief executive Tim Cook said the new iPhone would be available to order on Friday.