Colinng - that’s really the point.
Lots of folks would jump for MacOS on an iPad Pro. Even pay extra for it.
The issue for Apple is that it’s just too good.
The iPad Pro is already the more advanced computer hardware than the Mac, but the prohibition of OS choice on the iPad is what limits it’s market.
It’s an artificial, rather than technological barrier, and it’s driven by marketing strategy.
Mac is a 20 billion dollar business, and it will likely cavitate once the prohibition is lifted.
This is clearly a legitimate concern of Apple management, but the question is -
Isn’t there a path to even bigger business if you give folks what they really want?
There will be a huge wave of iPad consumption, upgrading old macs to newer tech.
There can be many new models of iPad, including larger screens, and many premium models at 2-4K price points that would completely outclass current Macs, and still deliver Apple its premium market segment revenues.
We believe they will eventually converge on this path, but they are being very conservative about how they get there. They are reacting to market conditions vs. leading with the bolder, riskier moves of the Steve Jobs era. Those moves built the giant revenues Apple enjoys today.
But the current, slower-paced approach to change makes them more vulnerable to defection from their ecosystem, which is very hard to win back.
It’s effectively trading long term risk for short term certainty. Eventually, it costs something much bigger.
Tim Cook has done a masterful job of conservatively husbanding existing lines that has kept the giant steady and profitable. There is likely no one alive that could have done it as well, and it is a very hard job to keep a supertanker from running aground. He is as good as they come, and Apple is very lucky to have him.
But as change accelerates globally, the emphasis will likely need to evolve to more agile innovation in order to return to substantial growth.
We would buy lots more iPads if they did the whole job.
Multiple devices per consumer is still possible with this approach.
A supersized touchscreen that is thin, light, and powerful, and runs-all marzipan inside will be a very exciting product, and worth a premium.