eevBLAB 118 - NEW iPad Pro: Volumetric Engineering vs Marketing

[EEVblog]

Apple just released the new iPad Pro. Normally I wouldn't care, but it's about
Engineering vs Marketing, and we can run some numbers, so let's dive in.
What can engineers do with an extra mm in thickness?
Featuring DaveCalc.

[kripton2035]

featuring apple lawyers too it seems ...
"video content is blocked because it contains apple stuff" !!!

[MK14]

Ditto..
I see the following (from the UK):

Video Unavailable
This video contains content from Apple, who has blocked it on copyright grounds

[EEVblog]

featuring apple lawyers too it seems ...
"video content is blocked because it contains apple stuff" !!!

Yep, blocked twice. It wasn't the audio, ans there was only two seconds of it.
They have the ability to detect randomly rotated video, which was my 2nd atempt.
Finally added some annoying wandering noise, and the that seems a winner:

[Daixiwen]

So Apple is copyright-blocking an ad now? Isn't the point of an ad to be seen as much as possible?

[pdenisowski]

For me, the most interesting about Tim Cook's post was this : "Just imagine all the things it’ll be used to create."

In the context of technical or engineering content, my feeling is that the iPad is primarily used to consume content, not create content. 

Since I'm not an "artist" in any sense of the word, I don't feel qualified at all to comment on using an iPad to create "artistic" content, but it's very hard for me to imagine a scenario in which almost any part of technical content creation would, or even could, involve an iPad, except maybe as a video recorder. 

Making it thinner does have an advantage in terms of content consumption in that it would be even more portable, especially for the larger (13") iPad, but I think I would also trade a couple of extra mm for a much longer battery life. 

I absolutely love my iPad and use it constantly, just not for technical content creation.   

Edit:  It's also worth noting that one's choice of case can easily double or triple the thickness of an iPad.  I actually find it easier to manipulate my iPad when it has a thicker case on it.

[kripton2035]

I also not fully confident when I'm using an ipad without a protecting case/keyboard. it's too slipery...thinner is not always better !

[globoy]

In the context of technical or engineering content, my feeling is that the iPad is primarily used to consume content, not create content. 

I also think most iPads are used mostly for content consumption but it seems Apple is aiming the higher-end units at the graphic artist/marketing type base they've had for a long time.  I can see the bigger screens and more capable pencil as being helpful to them.

It does seem that tablets (and even big screen phones with styli) are used more and more for content capture by a lot of folk.  I have a Remarkable 2 tablet that has changed my life very much for the better as an engineer.  And I love that it's only 5mm thick (I get weeks of work out of it on a charge so battery capacity isn't a worry).

[EEVblog]

For me, the most interesting about Tim Cook's post was this : "Just imagine all the things it’ll be used to create."

In the context of technical or engineering content, my feeling is that the iPad is primarily used to consume content, not create content. 

Someone in the youtube comments took me to town that he uses his to create 3D stuff, do simulations and other CAD type work.
I'm sure there is a market for that, but yeach I susect the majority would be content comsumers.

[EEVblog]

So Apple is copyright-blocking an ad now? Isn't the point of an ad to be seen as much as possible?

Only if they have full control of a narrative.

[pdenisowski]

https://www.engadget.com/the-morning-after-apple-apologizes-for-its-ipad-pro-ad-that-crushed-human-creativity-111523044.html

Frankly, I was kind of traumatized by that ad as well.  Glad to see they are pulling it.

[Brumby]

https://www.engadget.com/the-morning-after-apple-apologizes-for-its-ipad-pro-ad-that-crushed-human-creativity-111523044.html

Frankly, I was kind of traumatized by that ad as well.  Glad to see they are pulling it.

And here's the tragedy of it all....

If the message they wanted to convey was to show how much they have squeezed into this product, they could have done a very simple bit of CGI to show all the bits and pieces shrinking down - intact - and feeding into the iPad.

I feel that would have been far more appropriate to the message - and would have avoided the violent and disturbing scenes.

Then again, maybe some manic marketing misfit mangler was able to fly the "There's no such thing as bad publicity" flag and get people to salute because it was so graphic...?

[Brumby]

For me, the most interesting about Tim Cook's post was this : "Just imagine all the things it’ll be used to create."

In the context of technical or engineering content, my feeling is that the iPad is primarily used to consume content, not create content. 

Someone in the youtube comments took me to town that he uses his to create 3D stuff, do simulations and other CAD type work.
I'm sure there is a market for that, but yeach I susect the majority would be content comsumers.

If I were into content creation, then my workflow would centre around a desktop - because that's the environment I am familiar with.

However, as these portable devices have become more powerful and nigh unto ubiquitous, I do not doubt there will be people who have developed their own workflow which functions to their satisfaction.  With the ever increasing functionality of software to perform complex tasks - such as removing objects from images and changing backgrounds - I can see an increasing role for tablets in content creation.

[Joebeazelman]

Dave,

You owe Apple and your audience an apology. Jerry Rig Everything just did a destructive teardown complete with a bend test of the new M4 iPad Pro. The verdict? It's surprisingly rigid in the landscape orientation and slightly less in portrait orientation. When compared to the much thicker 2018 model, it's actually more ridged while being less fatiguing to hold for extended periods of time.

https://youtu.be/GN6ZlssqNAE?si=U9nfsh0VsY9Or4Hx

Stop the hate. Quality isn't free, nor cheap. Yes, Apple products cost significantly more, but they're actually less expensive than the competition when you account for the immense value they offer. You can contact Apple 24/7 and talk to an intelligible person for help. The supplied OS and software is far superior to anything available elsewhere. They employ a large number of people all across the globe who earn a comfortable living. Moreover, their products are gorgeous with an excellent build quality!

Apple makes their money the old fashion way--they earn it! They create and sell products people are willing to pay a premium for, not selling your private data or your eyeballs to advertisers. They're not a monopoly either. You're free to enjoy the dystopia of Microsoft, or bask in the shantytowns of Linux.

[EEVblog]

Dave,
You owe Apple and your audience an apology. Jerry Rig Everything just did a destructive teardown complete with a bend test of the new M4 iPad Pro. The verdict? It's surprisingly rigid in the landscape orientation and slightly less in portrait orientation. When compared to the much thicker 2018 model, it's actually more ridged while being less fatiguing to hold for extended periods of time.

I don't owe anyone an apology, I answered a question on Twitter, take it or leave it.
The extra mm also could have been used to make it even more rugged than it is, if that's what was desired.

[thm_w]

Dave,

You owe Apple and your audience an apology. Jerry Rig Everything just did a destructive teardown complete with a bend test of the new M4 iPad Pro. The verdict? It's surprisingly rigid in the landscape orientation and slightly less in portrait orientation. When compared to the much thicker 2018 model, it's actually more ridged while being less fatiguing to hold for extended periods of time.

I wouldn't really call that a definitive test. He called it "quite bendy", then in the vertical orientation it seemed to fail fairly quickly.
The second you sit on it, its going to be trash.

Previous video:

[Joebeazelman]

Sustained damage to an iPad Pro depends on the perpetrator's corpulence, seat cushioning, and rear velocity. Apple has special sensors for determining the cause of the damage, including using the rear or front camera to snap a photo of the ass cheeks milliseconds before impact. The data is securely transmitted back to Apple where their Oompa Loompas review it to determine repair eligibility. This is why you should always purchase AppleCare.

Seriously, this is an iPad Pro, not the same standard iPad you hand to unruly kids in a classroom. Besides, few tablets laying on a chair can survive being sit on by a Texas sized adult.

If Apple haters really want something to criticize, then look at the current generation of iMacs. They are ridiculously thin and light for no good reason! It's intended to be desk bound, not held, or hauled around. What makes this design especially bad is that iMacs are marketed to elementary schools where rowdy kids can easily knock them off a desk or twist them into a pretzel.

[Ranayna]

The second you sit on it, its going to be trash.

I'd say the second you sit on any computing equipment it's going to be trash. Well, maybe not in the case of something like a Panasonic Toughbook. 

[SiliconWizard]

Well, not to sound like this is completely deliberate, but considering how Apple customers have put up with generations of iPhones with broken displays while many of their competitors had known how to make glass covers that are much more resistant, I have a hard time thinking that, at the very least, Apple doesn't care about robustness one bit, and apparently, customers do not much either, it has not detered many to buy Apple products again. So everyone's happy. Great.

[EEVblog]

I wouldn't really call that a definitive test. He called it "quite bendy", then in the vertical orientation it seemed to fail fairly quickly.

Yeah, I expected him to have some sort of controlled angled bend rig. Unless you do that there is too much variability to conclude much if anything.

[Joebeazelman]

Just for the record, the Jerry bend test video posted by @thm_w is of the 2018 iPad Pro, not the new 2024 model. While hardly scientific, it suffices to say the 2024 fared far better on the test despite being significantly thinner. Jerry also failed to bend a Samsung tablet months ago, but didn't conduct a vertical bend test. So we can also safely say he's not Apple biased.

[EEVblog]

Just for the record, the Jerry bend test video posted by @thm_w is of the 2018 iPad Pro, not the new 2024 model. While hardly scientific, it suffices to say the 2024 fared far better on the test despite being significantly thinner. Jerry also failed to bend a Samsung tablet months ago, but didn't conduct a vertical bend test. So we can also safely say he's not Apple biased.

In any case it doesn't matter because the test is not controlled. e.g. you can think that you are using the same force using your hands, but there could be a huge difference in actual presure and angles and points of contact. Just having different sized and material tablets can change angles enourmously. So I'd put these test as into the category of "interesting, but not to be used for comparison"

[Brumby]

Yes indeed.

That's why formal testing procedures are very well defined and documented.  Anything else becomes more or less anecdotal.