I can't take that seriously without them demonstrating an equal amount of work on the software end of the iPad. I am a huge believer in the potential of the iPad -- I was blown away by the original iWork and even more so by Garage Band, they both demonstrated honest attempts at providing differentiation from the desktop computing model. But then they just kind of ... stopped developing the OS and associated apps. We all forgave them for making iPad iOS just a bigger iPhone iOS at first because they were otherwise firing on all cylinders, but then they proceeded to continue ignoring this OS for over 5 years, only now providing what is in my opinion the absolute bare minimum features to make working on the iPad tolerable (multi-tasking, etc.)

It appears that Apple, at least when it comes to the iPad, is increasingly unwilling to deliver new software that isn't explicitly tied to a new piece of hardware (and thus a hardware sale). We got writing APIs in order to sell $99 Apple Pencils, but never an actual vision for what it would really mean to do professional work on the iPad. And at some point, it stops seeming like there's some master plan waiting to be unveiled just around the corner. The iPad has been around for 8 years and the fundamentals of using one have largely remained the same, the same as the original subpar experience we excused since it was obviously a 1.0 product. The iPad has basically gotten thinner, faster, and gotten a pencil (which don't get me wrong, is great). iPad sales reflect this: iOS DEVICES may be doing amazing, but iPad sales have plateaued or declined repeatedly. Apple seems eternally confused by this, as if they think the product is done. They begrudgingly offer a "new" iPad with older parts and slightly cheaper price as if people just don't get what they're missing.

But what's missing is a message, a message other than "this is obviously the next iteration of the computer, why aren't you buying them even though we hardly update the Mac either?". The message and vision would inspire Apple to lead by example in the software they produce for it.